Marketing Accountability is more than a buzz-word. Marketers must demonstrate more accountability for the dollars they are given to invest in order to Master Marketing Accountability. Steve Noble in his blog advises marketers “to focus on measurable program elements that are designed around business objectives.”

Measuring marketing’s commitment to moving the needle regarding market share growth or an increase in customer value are examples of being accountable for the strategic initiatives side of the equation. Both necessitate aligning marketing objectives with business outcomes and linking Marketing to a company’s financial performance.

Marketers we must still prove the business value of marketing, that is we must be ever more diligent and vigilant when it comes to marketing accountability. And the focus of the VisionEdge Marketing’s session, “Six Principles of Marketing Accountability” at the InnoTech Austin Conference.

This presentation provided six key principles for Marketing Performance Management and the way these steps can help marketers improve and prove the value of marketing. This session covered:

The State of Marketing Performance Measurement and Management
What Best-in-Class Marketers Do Differently
Best Practices you Can Implement Right Way

Follow this link to access the handout from the conference. You will be asked to log in or register to download the pdf from this landing page.

What comes next? Take a look at these valuable resources to help improve your marketing accountability.

There’s more to mastering Marketing accountability than measuring ROI. There are many metrics and financial numbers you can report on that aren’t ROI.

On the financial front, you can for example, choose to replace an activity or tactic with one that is lower in cost and report on financial savings. But if that activity or tactic produces less value, then is it truly the right decision? Probably not. It would be better to consider a financial number such as cost to acquire or cost to retain. Learn more about metrics that matter.

Purchase our well-regarded book, Metrics in Action.