Just When You Begin To Think They Are Serious About Marketing Accountability

Holding Marketing accountable has been in vogue for about 10 years now. Many companies claim to be pushing for it. The C-Suite claims to demand it from their CMO, and then your read an article like this one, and you have to wonder.

How can you claim to be accountable when you are increasing a budget for something you state you have no idea what it is doing for you? And how can this be ok with the CEO?


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