Marketing Silos Still a Bad Idea

In the  third annual ANA marketing accountability survey recently reported on at  the July 20 ANA Marketing Accountability Forum, I was stunned to learn how few companies were using cross functinal teams to work on accountability (a mere 36%).  A key finding from the 2005 ANA Marketing Accountability Task Force comprised of 20 ANA member companies was that an end to end process was a best practice necessary to seed accountability practices throughout the organization.  If  marketing  accouuntability is siloed in the marketing department, you will be doomed to fail.