The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments
PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENT EXCELLENCE.
1. The Marketing Accountability Imperative: Understanding the Marketing Accountability Gap and Beginning the Journey to Close It.
2. Recalibrating Basic Beliefs About Marketing Spending: When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the Wrong Problem.
3. The Core Principles of Marketing Accountability: Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investment.
PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSS THE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY.
4. Strategy and Content: Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Content.
5. Marketing Vehicles and Investment Levels: Selecting Which Marketing Vehicles to Deploy and How Much Investment Gets Put Behind Each.
6. In-Market Execution and Fixed Cost Management: Ensuring High-Quality In-Market Execution and Consistently Strong Leverage from Your Fixed Cost Basis.
PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETING ACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION.
7. Laying the Tactical Groundwork for Long-Term Marketing Improvement: Planning for Your Journey Through the Three Horizons of Marketing Accountability.
8. Horizon One: Identifying Your Marketing Accountability Improvement Opportunities: Designing a Fit-for-Purpose Marketing Accountability Diagnostic.
9. Horizon Two: Employing a Test-and-Learn Approach to Drive Continuous Improvement: Systematically Eliminating the Unknown and Improving Returns.
10. Horizon Three: Sustaining and Accelerating Marketing Accountability Impact: Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Development.