By Barbara Bacci Mirque
The results from our Annual Marketing Accountability Survey were recently revealed at the 2007 Marketing Accountability Conference. This survey was conducted in conjunction with MMA and fielded by our friends at Guideline Inc.
The conference buzzed after learning that the survey results indicated that rather than marketers progressing in their marketing accountability efforts, it appeared they are backsliding. I took part in many discussions about this phenomenon and a few theories were advanced. The most compelling: the bar is being raised.
In the past, as we all embarked on our respective marketing accountability journeys, we did not know what we did not know! Now as we are more enlightened, we realize that we aren’t as successful as we thought we were.
Also, we have tackled the low hanging fruit and now are dealing with the more difficult aspects of marketing accountability such as instituting repeatable, sustainable marketing process and organizational changes which are difficult to implement on a good day. Even finance is becoming more sophisticated about marketing accountability and is challenging us more than they have in the past. We may have erred in not including their input into the assumptions that we put into our marketing models and now they are questioning if models were built upon faulty assumptions. All the more reason to keep talking to each other and discussing best marketing accountability practices. We invite ANA members to join the Marketing Accountability Committee to keep the conversations going.
For more details about the Marketing Accountability Survey results, ANA members can visit the new face of the
Technorati tags: marketing accountability , marketing
Hey Barbara
Sounds like marketers need to look at their technology set up. This would help with both repeatable process, management and metrics.
I have some ideas. Let's talk at Annual.
Posted by: WillWaugh | September 26, 2007 at 09:23 AM