Is your marketing accountable?

It is unfortunate that within many businesses the marketing department is referred to as the colouring in department – sound familiar? Perhaps the title is deserved – as marketing practitioners continue spend large budgets for often very little return to the business.

The global economic climate has seen budgets cut across business functions – marketing is no exception. We are told that sensible companies will ramp up their marketing activity in economic downturns, however the cost versus return ratio of the past sprinkles doubt on the effectiveness of increased marketing expenditure. The authors below articulate strong views on marketing effectiveness, we are are inclined to agree and believe that a full marketing process must be embraced and marketing must stand up and be held accountable.