Seth Godin says there are three questions you should ask your marketing team:

Who are you trying to reach?

Why do they decide to support us?

What do you need to do to make it happen more frequently?

I might argue that you should also add in there, is it worth the effort?  It’s important to measure the results and make sure that the benefits are worth the costs.

It’s especially important when resources are limited, as is the case with many sales and marketing teams.