For marketing leaders who want a seat in the boardroom
Prove marketing's contribution to the bottom line.
Most marketing teams report activity. The best ones report impact. Accountable Marketing is the method that connects strategy, campaigns and financial results — so you can present marketing's value with confidence.
The four drivers of accountable marketing
Strategy alignment
Marketing goals tied to business outcomes, not vanity metrics.
Pre-campaign ROI
Estimate expected returns before budget is committed.
Post-campaign ROI
Measure actual incremental impact after the campaign.
Boardroom reporting
Clear narratives that finance and leadership trust.
The Accountable Marketing Cycle
From business strategy to marketing organisation, then Pre- and Post-ROI of every campaign. A repeatable cycle that turns marketing from a cost centre into a value driver.
See the full cycle- 1Business strategy defines the value to create
- 2Marketing organisation aligns around that value
- 3Pre-campaign ROI sets the hurdle rate
- 4Execution delivers the campaign
- 5Post-campaign ROI proves the result
- 6Learning feeds the next cycle
Start here
YES! Accountable Marketing
The book that gives marketing leaders the language, framework and tools to show what marketing investments really generate. Revised English edition.
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