Chapter 5. Measuring operational marketing performance

The objective of this chapter is to raise the issue of marketing accountability. A central problem in business today is that marketing lacks the kind of accountability and metrics common to the rest of the corporation. For a very long time, this imprecision has been tolerated and has been excused because marketing was supposed to be inherently “creative”. Yet, as marketing consumes a larger and larger portion of the firm budget, the imperative grows to quantify marketing’s direct contribution..