Comments on: Are you an accountable marketer? http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/ sharp. social. accountable. Wed, 16 Dec 2009 16:11:30 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: fmdays http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/comment-page-1/#comment-7764 fmdays Wed, 01 Apr 2009 18:16:07 +0000 http://www.tangyslice.com/?p=121#comment-7764 I totally agree it is about having clear and believable goals before starting a project. I always felt that "we're building awareness" was an excuse rather than a goal. Sure you need to build awareness but in some businesses the sales cycle is pretty short and people move along the AIDA curve pretty quickly. Cash is king these days and ROI heir to the throne. I totally agree it is about having clear and believable goals before starting a project. I always felt that “we’re building awareness” was an excuse rather than a goal. Sure you need to build awareness but in some businesses the sales cycle is pretty short and people move along the AIDA curve pretty quickly.

Cash is king these days and ROI heir to the throne.

]]> By: Lynne http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/comment-page-1/#comment-7763 Lynne Wed, 01 Apr 2009 17:57:23 +0000 http://www.tangyslice.com/?p=121#comment-7763 I would add, do you ask yourself what constitutes success before a campaign or project begins? Often when I ask if a campaign was successful or not no one knows. I am told the purpose was to build awareness and that ROI is not important (and almost certainly not measured). Further the estimated response rate that was predicted for the campaign was driven by the budget and not the expected relevancy and reach of the campaign. Thus coming in over or under the expected response rate is not a measure of the campaign performance either. Why aren't CMOs being held accountable? I would add, do you ask yourself what constitutes success before a campaign or project begins? Often when I ask if a campaign was successful or not no one knows. I am told the purpose was to build awareness and that ROI is not important (and almost certainly not measured). Further the estimated response rate that was predicted for the campaign was driven by the budget and not the expected relevancy and reach of the campaign. Thus coming in over or under the expected response rate is not a measure of the campaign performance either. Why aren’t CMOs being held accountable?

]]> By: Jack McCullough http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/comment-page-1/#comment-7725 Jack McCullough Wed, 01 Apr 2009 02:29:39 +0000 http://www.tangyslice.com/?p=121#comment-7725 Frank, Great list! When I was a CFO, the thing marketing folks did which stuck in my craw was gamesmanship. Things like asking intentionally over-requesting on the budget so that they could look heroic when they come in under budget at the end of the year. Or spending excessively and not wisely in Q4 to get the current spending up...which in their mind would justify a higher number the following year. It was tough on me to run a business when my partners were playing games. Frank,

Great list! When I was a CFO, the thing marketing folks did which stuck in my craw was gamesmanship. Things like asking intentionally over-requesting on the budget so that they could look heroic when they come in under budget at the end of the year. Or spending excessively and not wisely in Q4 to get the current spending up…which in their mind would justify a higher number the following year. It was tough on me to run a business when my partners were playing games.

]]> By: Try to parry the sword of data and you might get your pixels sliced off - limeduck http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/comment-page-1/#comment-7683 Try to parry the sword of data and you might get your pixels sliced off - limeduck Tue, 31 Mar 2009 13:23:58 +0000 http://www.tangyslice.com/?p=121#comment-7683 [...] or measurement.  “You can’t test brand” “you can’t measure PR” and the like.  Accountable marketers call bullshit on this attitude and so should responsible designers if you ask [...] [...] or measurement.  “You can’t test brand” “you can’t measure PR” and the like.  Accountable marketers call bullshit on this attitude and so should responsible designers if you ask [...]

]]> By: limeduck http://www.tangyslice.com/2009/03/26/are-you-an-accountable-marketer/comment-page-1/#comment-7615 limeduck Mon, 30 Mar 2009 14:31:54 +0000 http://www.tangyslice.com/?p=121#comment-7615 * Do you *refuse* additional budget if you don't think your current programs are scalable enough? * Do you *refuse* additional budget if you don’t think your current programs are scalable enough?

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