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It’s one thing to ask marketers to justify
expenses on their well-researched, thoroughly
contemplated marketing programs, especially when
it comes to a company’s bottom-line objectives
in a given fiscal period. It’s quite another
thing to impose accountability and responsibility
for such expenditures onto those marketers in
an effort to ensure that such efforts will have
a direct connection with the overall business
plan in the near- and long-terms.
This 2005 study, co-sponsored by the American
Marketing Association and Aprimo, Inc. is geared
to provide evidence that the concepts behind marketing
accountability are penetrating the silos of today’s
C-level executives at
Fortune 1000 and Global 2000 companies in the
United States — specifically CMOs and others
ultimately responsible for developing and implementing
marketing programs. In an era of the Sarbanes-Oxley
Act of 2002 and other
federally mandated initiatives that hold corporate
executives responsible for their business practices,
marketing accountability is expected to play a
key role in the formation of future marketing
procedures.
What is “Marketing Accountability?”
When it comes to defining marketing accountability,
most respondents in the study (61%) were able
to correctly identify the tenets that allow companies
to manage marketing resources and processes in
order to achieve measurable ROI and appropriate
marketing efficiency while increasing the value
of the company. More than half of that group (36%)
also sees marketing accountability as setting
measurable goals that link marketing efforts to
marketing effectiveness.
Click
to download pdf of the report conducted by AMA
and Aprimo.
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