This summer, kids will lose as much as 2 1/2 months worth of the math skills learned during the school year. This phenomenon known as "summer learning loss" gives new meaning to the adage three steps forward, one step back.

You may be doing the same thing with your prospecting efforts. With today's cross channel campaign architecture, marketers can learn as they go, perfecting the process with each new initiative. Subtle changes in market conditions that show up in response data can be addressed with modified messaging guaranteeing ever-improving results. But just as leads start to flow into the pipeline many companies shut the process down - too busy with activity to keep their programs running. When the pipeline runs dry, they fire up the process again but have to relearn what's working.

Many school systems are considering year round calendars to stamp out learning loss. Do the same with your lead generation efforts and see consistent improvement year round.

"Lost time is never found again."

Benjamin Franklin

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