Why does your company engage in marketing activities? It’s not to show off your creative talents. It’s not because you have extra money lying around that you need to spend. It’s to attract the right people to your business. It’s to generate leads and to turn those leads into customers. It’s to point people to you, right?
Still, there are two times when it’s OK to point potential customers to someone else. And not only is it OK—it can actually work in your favor.