Closing the Marketing Credibility Gap

Published by Aprimo on Feb 01, 2008

Creativity. It’s what sets marketing apart from all of the other functional groups within the enterprise. While other professions rely on spreadsheets and repeatable procedures to get work done, marketing can leverage that one additional dimension to make a big impact. Unfortunately, this unique dimension of the marketing profession also contributes to the credibility gap with the business sponsors that give it life. Increasingly, these business sponsors are demanding accountability for results and visibility into the processes that give birth to powerful marketing campaigns.