Look Like a Champ
Joe Mullich
The corporate mantra of the early 2000s boils down to one word: accountability. Like other aspects of the business landscape, marketing organizations are under greater pressure to justify their spending and pinpoint the results of their efforts with quantitative, data-driven metrics.
“Every other function has been Six Sigma'ed and TQM'ed into fighting trim.”
“The corner office sees the marketing function as the last grape with any juice left unsqueezed.”
These observations come from the ANA Marketing Accountability Task Force, which has recently released a comprehensive, study involving 20 ANA member companies representing a broad...