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Communications Room: Resource Management

	Marketing Accountability Study

	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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