Imperative 1: Marketing Must Be Accountable

Marketing must be accountable and lead this revolution--the accountability must start with marketing before driving change across the rest of the organization.

As marketing organizations worldwide are being forced to do more with less, they must at the same time become more nimble and able to respond quickly in today’s digital marketing environment.

• ROI needs to be front and center in budget and results conversations
• Content needs to be compelling and interactive.
• Customer voices need to be front and center.

Marketing executives, their teams and their vendors must work together to modernize operations, simplify go-to-market processes and integrate messages and channels with intelligent, engaging conversations with consumers and customers.

There is a lot of work to do, and a lot of good work already happening. How are we getting there as marketers?

To learn more and hear stories from other marketers, download the Imperative 1 whitepaper here.

marketing must be accountable. Sales and marketing must be aligned in their goals

Posted by: Betsy Palkowsky on 08/31/2010

Interested to find out information about Lead Segmentation in Aprimo. Is that possible at all? Can users use lead information to be used in Segmentation? There is absolutely no information anywhere about Aprimo Lead Segmentation, Management or I might be blind dunno but any help or comment would be appreciated.

Posted by: Adam Kery on 08/29/2011

Joining...

Posted by: Penny Greening on 08/12/2010

Marketing is measurable, as long as you have a clear visions on your variables you want to measure.

Posted by: Jeroen de Punder (Visit ) on 06/14/2010

Good one. Accountability is without doubt the new guiding principle, in B2B marketing especially.

Posted by: Doug Kessler (Visit ) on 10/28/2010