Measurement Builds Respect and Accountability
Marketing suffers from a crisis of credibility. Often, executives outside the marketing department perceive that marketing exists solely to support sales, or that it is an arts and crafts function that throws parties, churns out Tweets, and puts logos on pens. Either way, marketing often does not command the respect it deserves.
What can marketers do so they are seen as part of a machine that drives revenue and profits? How can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table?