StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.
Special Edition 13 – An Interview with Michael Dunn, author of The Marketing Accountability Imperative explores the challenges and solutions to creating alignment between an organization’s strategic and marketing plans and accountability to achieving predetermined marketing results. During our discussion, Michael Dunn, author of The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments and CEO and Chairman of Prophet, shares with us his insights regarding:
- what marketing accountability is and how it benefits an organization
- three Horizons organizations go through in order to achieve marketing accountability
- landmines and enablers to achieving marketing accountability
- common marketing performance metrics used by accountable organizations
Complimenting the outstanding insights Michael shares in The Marketing Accountability Imperative and this special edition podcast are the additional resources accessible from his organization’s website at www.Prophet.com. Michael’s book, The Marketing Accountability Imperative, can be purchased by clicking here.
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About the Author
Michael Dunn, author of The Marketing Accountability Imperative, is CEO and Chairman of Prophet, a marketing consultancy that helps senior executives balance their organization’s short-term business needs against their long-term growth goals. Michael and his organization serve numerous Fortune 500 companies including GE, Johnson & Johnson, Staples, UBS, and American Airlines. To read Michael’s full biography, click here.