We've been trained to think in terms of campaign cycles: we launch, we measure, we optimize, rinse and repeat.

But markets don't pause between our initiatives. They're not on a break, waiting for us to get ready for the next round to begin.

While we're still stuck analyzing last quarter's performance, prospects are making purchase decisions without us.

The brands winning in competitive categories treat marketing like infrastructure - always on and always working, even when no one's measuring immediate returns.