5 Steps for better Marketing Accountability – from Laura Patterson, VisionEdge Marketing

Marketing budgets have a chance to grow in 2011, writes Laura Patterson in her article in our Digital Marketing One series for the CMO.

But – not¬† to steal Laura’s punchline – but there is a catch:


I.e. marketers’ ability to prove the returns on the moneys spent.

So, what is meant by accountability?

Laura’s article is a great to read executive summary on that and includes 5 recommendations for getting it right.

Something that I liked especially well in her article is that Laura doesn’t equate accountability with just short term financial ROI. Instead, read how she emphasizes accountability “to the financial and strategic initiatives of the organization”.

Very well taken even if the strategic initiatives must of course in the long term also lead to financial ROI, unless we are talking about a socially oriented organization.

Laura’s article kicks of a mini series on articles about accountability in digital marketing. Her company, VisionEdge Marketing, specializes in enabling organizations to leverage data and analytics towards accountability and operations, and better marketing performance. You may have seen Laura speak at various conferences. She is also the author of three books including Metrics in Action: Creating a Performance Driven Marketing Organization (Racom, 29).

(click to see on Amazon)

See also VisionEdgeMarketing.com for free resources.

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