Marketing accountability - are you ready?

Ed See, president and chief operating officer of Marketing Management Analytics, says that 'by bringing together all relevant information, marketing can make the right decisions at the right time'.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands