Making Progress
Lynn Russo Whylly
Progress in marketing accountability can be likened to walking a long and winding road. Every step represents progress, but the horizon never seems to get closer. And so it goes with the 2008 ANA Marketing Accountability Survey. While the report noted some marked improvements, gaps remain in critical areas, such as aligning marketing efforts with corporate goals, developing cross-functional teams, and defining return on investment (ROI).
COOPERATION IS GROWING BUT THERE IS ROOM FOR IMPROVEMENT
Thirty-three percent of the members surveyed in 2008 characterized the relationship between their marketing and finance departments as fully cooperative...