The ten commandments of total accountability

Joe Mullich

Accountability has become increasingly critical to proving the value of marketing communications, especially in terms of justifying marketing spend to financial executives who often view it as a discretionary spend rather than being fundamental to a company's growth.

The ten commandments of total accountability

Joe Mullich and Ian Naylor

Andrew Farver, vice president of marketing at JPMorgan Chase in New York, uses an apt analogy to explain why marketing accountability has become so critical. Many financial executives, he points out, view marketing the same way they do office supplies: they know pens, pencils, and paper are necessary to run the business, but they don't necessarily see the benefits to the bottom line. “The inherent implication is that there is not a whole lot of value in marketing,” Farver says. “It's more of a discretionary spend.”

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