Michiel van de Watering

I started Accountable Marketing back in 2004 because I wanted to raise the status of marketers — no matter what their exact function title is. Through decades of work in marketing, management and MKB-advisory, I have found that successful marketing organisations have one thing in common: they track, measure and report on all marketing campaign results.

By doing this I have sometimes saved budgets that would have been wasted, and increased revenue by reallocating budget to the most profitable campaigns. That is the core idea behind the Accountable Marketing Cycle and the Pre/Post Marketing ROI process.

Today I work with senior marketers, management teams and MKB entrepreneurs who want to make marketing's contribution visible and boardroom-ready. My approach is practical: start with the business outcome, build the measurement habit, and present results in a language finance understands.

I am also an MKB-adviseur with Thexton Armstrong in the Utrechtse Heuvelrug, Vallei en Rijn region, and a ME.scan practitioner helping individuals and teams understand the unconscious patterns that drive behaviour and talent.