Commentary
The Ultimate Accountability For Marketing Is Sales
- by Cory Treffiletti , Featured Contributor, November 26, 2014
For a very long time, marketers developed strategies to achieve marketing objectives like awareness, perception and efficiency. The pendulum shifted recently, with marketers now starting to take
a more significant seat at the C-level table, realizing that marketing metrics are not necessarily as important as standard business metrics -- though …
Well done, Cory. I would only add that the connection of marketing to sales and revenue must actually go one step further, namely to bottom-line profitability. Sales numbers are great, revenue numbers are great -- but profitability is much greater. When you can legitimately report (and even accurately forecast) profitability, then, as a marketer, you're truly earning those "big bucks" you've been paid.