Companies measure their assets everyday. The inventory in the factory or the amount of money in the bank is closely watched. Are you measuring your Permission base? Each marketer in the organisation should be acutely aware of exactly how wide and how deep this permission is.
Over time, this asset can be leveraged and increased. Both take an investment, but as with all assets, if that investment is measured overtime, the ROI can be computed. - Excerpt from Permission Marketing by Seth Godin
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