The article makes a number of points beyond what I've mentioned, including the fact that it's difficult to trace long-term increases in product revenue back to original strategy recommendations. Nonetheless, at least for strategic marketing activities, I'm highly skeptical about Johnson's suggestion that we can decompose marketing initiatives and measure their success in isolation.
Indeed, Chris Lynn comments:
"Viewing a marketing initiative in isolation or as a component of aHat tip to Steve Johnson on the productmarketing.com blog.
greater whole do not represent mutually-exclusive alternatives."