Laura Patterson says, “During a recent conversation, the VP of marketing at a well-established B2B company told me they couldn’t address marketing measurement accountability now because they needed to address marketing automation first.

Multiple questions immediately ran through my mind:

“Will the leadership team accept the inevitable delay in communicating what Marketing is doing with the money and whether it is making a difference to the bottom line?”

“In what way will automation help them define their metrics?”

“How did we ever manage to measure and manage marketing performance before we had all of the latest technology?”“.

Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First

MarketingProfs

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