At Ad Age: Marketing accountability is essential

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB Daily News

Scottsdale, Ariz.—“You have to determine what it’s worth to give marketing a dollar, because marketing is either part of the solution or a cost center.”

That view of marketing accountability came from Megan Heuer, SiriusDecisions’ service director, at the company’s Summit 2011 here. She spoke on Wednesday, along with SiriusDecisions Managing Director John Neeson, on driving marketing accountability through better alignment with sales.
Read more

Want to partner with IDG?

Click here to get started