Scott Adams (Dilbert's creator) funnily (is that a word??) depicts the distractability that comes with the territory of today's online resources. Check it out.

Do we really get more done with today's technology? As my friend and colleague, the late great Bob Topor said, "Never mistake activity for progress."

E-mail, social media, and the participation enabled by web 2.0 technologies present numerous marketing opportunities for engagement. Let's not overlook the counter-opportunities - that is, online tools to reduce distraction and keep people focused. The ROI pitch? Productivity and progress.

Marketing sometimes struggles to establish measurable objectives and prove ROI. As a consulting firm, we believe strongly in accountability and help clients develop tools to foster marketing accountability. Like a "dashboard." Which is meant to be an at-a-glance summary of how you're doing on your metrics and what needs immediate attention. I think a good, simple dashboard is a very valuable way to know where you are, and where you're going. And it can help overcome internal politicking and posturing by serving as an accepted frame of reference.

Dogbert however begs to differ...

Actually, Dogbert and I agree on this point. A dashboard is only good if you use it. So use it!

(and thank you to our client for sharing this and being able to laugh about it!)