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,...