Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector
The marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies marketing metrics that can potentially contribute to marketing accountability in the technology sec...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2013-09-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244013501332 |
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doaj-f20d074117c24bf6b0dc3e0472c619992020-11-25T03:24:41ZengSAGE PublishingSAGE Open2158-24402013-09-01310.1177/215824401350133210.1177_2158244013501332Marketing Metrics That Contribute to Marketing Accountability in the Technology SectorAdam Gaskill0Hume Winzar1Macquarie University, NSW, AustraliaMacquarie University, NSW, AustraliaThe marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies marketing metrics that can potentially contribute to marketing accountability in the technology sector. The findings suggest the marketing function could possibly benefit through using both financial and nonfinancial metrics when demonstrating to their finance colleagues the link between their activities and organizational outcomes. The study’s findings also suggest that in addition to an increase in influence within organizations, the marketing function could benefit from favorable resource allocation and timely approvals for new marketing initiatives when it is perceived as being accountable.https://doi.org/10.1177/2158244013501332 |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Adam Gaskill Hume Winzar |
| spellingShingle |
Adam Gaskill Hume Winzar Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector SAGE Open |
| author_facet |
Adam Gaskill Hume Winzar |
| author_sort |
Adam Gaskill |
| title |
Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector |
| title_short |
Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector |
| title_full |
Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector |
| title_fullStr |
Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector |
| title_full_unstemmed |
Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector |
| title_sort |
marketing metrics that contribute to marketing accountability in the technology sector |
| publisher |
SAGE Publishing |
| series |
SAGE Open |
| issn |
2158-2440 |
| publishDate |
2013-09-01 |
| description |
The marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies marketing metrics that can potentially contribute to marketing accountability in the technology sector. The findings suggest the marketing function could possibly benefit through using both financial and nonfinancial metrics when demonstrating to their finance colleagues the link between their activities and organizational outcomes. The study’s findings also suggest that in addition to an increase in influence within organizations, the marketing function could benefit from favorable resource allocation and timely approvals for new marketing initiatives when it is perceived as being accountable. |
| url |
https://doi.org/10.1177/2158244013501332 |
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