The six levers of accountable marketing

Michael Dunn

This article argues that six main value levers should be applied so that accountable marketing performance can be achieved.

The six levers of accountable marketing

Michael Dunn

Senior management continues to dial up the pressure on marketers to demonstrate a strong return on investment.

They’re demanding higher levels of accountability and seeking assurance that every penny spent is helping to drive both top- and bottom-line business growth.

Marketers must respond by demonstrating disciplined planning, rigorous tracking and evaluation, and, above all, continuous improvement in performance.

They must also be able to link spending cause and effect, quickly diagnose the root causes of any spending performance issues, and make timely, fact-driven decisions to improve returns.

In short, the pressure’s on...

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