How to Fill the Accountability Gap in Demand Creation
Eric EinhornMcCann Worldgroup
THE MARKETING WORLD has elevated the word “accountability” to a new crisis level precisely because we just cannot get our arms around it. It seems beyond our control. To the CEO, accountability means “who is accountable for delivering top-line revenue and bottom-line profits?” The CEO or CMO does not reallycare if the advertisement tests well, or if the relationship marketing program delivers a higher response rate than the norm. But measures like these are the kinds we depend on in the sea of...