MODERN MARKETING
Networking Systems Really
DO Make a Difference
By Ivan Misner
I
n networking, so many things need
to be tracked:
• What organizations you belong
to and what results you are getting
from them?
• How much time are you spending
networking and working your
network?
• How much money have you made
as a result of your activities?
• Who is sending you referrals, and
how much of your income are they
responsible for?
62 ModernBusiness
May 2016
The old saying that we “treasure
what we measure”—and vice versa—
turns out to be highly relevant in
networking.
I created a survey of 12,000 men
and women for one of my most
recent books. As my co-authors and
I explored the extent to which survey
respondents correlated success and
networking, we discovered that most
of the people who credit networking
for some of their success also
maintain a system for measuring
the dollar value of their networking
activity. Conversely, most of the
respondents who said networking
played no role in their success had
no system for tracking any money
generated by their participation in
networking groups.
In a world where news media
frequently reports the latest sports
scores, stock market numbers, and
even the weekend’s top-grossing
films, wouldn’t you think common
sense would motivate business