Marketing accountability – are you ready?
Ed See
The marketing world is changing. With an increasingly fragmented media landscape and the demands from senior management for marketing's financial accountability growing ever louder, companies need to re-invent their marketing organisations. But there is an outstanding question facing brand managers: Are you ready to become an accountable organisation?
The challenge for marketing is clear: re-align for success, interface with key stakeholders across the business and provide quick responses in order to manage massive marketing investments. Sounds simple enough, right?
Wrong, according to a recent survey on marketing accountability conducted by the Association...