The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

by Michael Dunn

As much as 25 percent of wasted spending can be identified in many marketing budgets – troubling at the best of times, but disastrous in a business downturn. It puts the onus on Chief Marketing Officers and senior marketing leaders to bring more rigor to the process: more disciplined marketing planning; robust tracking and evaluation; a sharp eye on spending performance and a hard drive continuously to improve marketing’s effectiveness to ensure business growth follows.

But how does this come about? And where do you begin?

In "The Marketing Accountability Imperative," Prophet CEO and Chairman, Michael Dunn, outlines decisive thinking and practical tools to get the job done. Learn how to make better marketing investment decisions – the kind that accelerate growth, improve efficiency and returns, and create a culture of marketing accountability. Using case studies and practical advice, Michael reviews a variety of analytic options and share what steps will help your organization achieve marketing accountability goals.

“An informative read for anyone interested in the underpinnings of smart marketing. The Marketing Accountability Imperative is a comprehensive and real-life guide to connecting marketing to business performance.”

—Frits van Paasschen, CEO, Starwood Hotels

“Dunn's fresh take on one of the oldest dilemmas in marketing is a fantastic learning tool and a must-read for any CEO or board putting marketing capabilities at the center of a broader transformation agenda.”

—Cameron O'Reilly, CEO, Landis and Gyr, and CEO, APN Media Group (Australia)

To read articles and excerpts about "The Marketing Accountability Imperative" and the topic of marketing effectiveness click here.

To learn how we can help with accountability issues you may be facing, click here.