Special Report on
Making Marketing Accountable
Making Marketing Accountable - Trends
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For Marketing to fully achieve maturity in marketing performance measurement and management�or just take it to the next level�the role of, and skills within, the marketing-operations function at a minimum needs to address three Ps: planning, process, and performance management. Read "The Three P's of Marketing Operations" in the VEM Archive. Does Your Marketing Organization Measure Up? As businesses and marketers try to work within tighter budgets, limited resources, and the current economic uncertainties, it is no surprise there continues to be a major emphasis on accountability.� This article shares some of the ...
Marketing accountability should be a priority, but in reality there is a lot of talk on the matter, and less action. Given access to large corporate budgets, marketing staff have promised returns on investment and increased market share. However, the evolution of the dot.com era has contributed to the fact that marketing staff can no longer get away with promising big results without quantifiably measuring them. Marketing has lacked accountability that is common to the rest of the organisation. The finance department can show their graphs, the human resources department can ... Read More
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MAKING MARKETING ACCOUNTABLE
Accountable Advertising with Avinash Kaushik
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