Marketing Accountability
by Professor Malcolm McDonald
Running time: 53 mins
Following the devastating Deloitte report of 2008, when marketing as a
discipline was condemned by CEOs and CFOs as being totally unaccountable and
following a Cranfield research report that discovered that senior non
marketers consider marketing executives to be " unaccountable, expensive and
slippery ", this video is a MUST for all marketing executives who want to be
accepted in the boardroom. Unless we start to understand the financial
language of the boardroom and how commercial success is measured in the real
world, marketing will remain the Cinderella of all disciplines. This video
demystifies this complex topic.
Topics included:
- Intro to Marketing Accountability
- Marketing Value Time Lag
- Financial and Business Risks
- Creating Sustainable Competitive Advantage
- What is Marketing Accountability
- Marketing Due Diligence
- Practical Example of Marketing Accountability