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The Marketing Accountability Imperative: Driving Superior by Michael Dunn

By Michael Dunn

Making responsible advertising judgements to enhance the potency of spendingIn this functional consultant, Prophet CEO Michael Dunn groups up with advertising and marketing effectiveness professional Chris Halsall to aid advertising and marketing managers and CMOs make higher advertising and marketing spending judgements and higher evaluation the luck or failure of those judgements. They convey the best way to kind during the muddle of metrics, size, and analytic suggestions, and supply the sensible info had to aid identify the selling responsibility imperative--highlighting the severe want for more suitable stewardship of promoting spending.

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We do this because we want this book to be just as relevant to the CFO and CEO, and any other senior executives who have a stake in marketing investment and accountability, as it is to the CMO and senior marketing leaders. Throughout this book, when you encounter concepts with which you are in fervent agreement, or that you consider to be old news, please think about how much easier it might make your life if your nonmarketing peers also shared these views; then skip ahead to the next section. We’ll rejoin you there.

Beyond this spend, the vast majority of customer-facing spend is controlled by customer service and sales. Even if these organizations align to a common overall marketing strategy and have various points of integration, how truly integrated do you imagine their customer investment is? How integrated is it in your business, and what would a similar set of concentric circles look like for your company? We are not academically arguing for expanding the scope of marketing to the point where it subsumes everything a company does, but rather for taking a more expansive view of all the customer activities and investments that work together to influence customer perceptions and behaviors.

With customers able to tune out the quantity of messages that reach them, the quality of touch is more important than ever before. Moreover, accountability will require marketers to increase their skills in the science of reach and frequency—across all marketing spending activities—to drive, rather than outsource, these critical decisions. Being an undemanding partner : Only in the last few years has there been a movement from marketers to insist that their agency partners have more “skin in the game” and should be compensated— at least in part—based on in-market performance.

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