Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First

During a recent conversation, the VP of marketing at a well-established B2B company told me they couldn't address marketing measurement accountability now because they needed to address marketing automation first.

Multiple questions immediately ran through my mind:

"Will the leadership team accept the inevitable delay in communicating what Marketing is doing with the money and whether it is making a difference to the bottom line?"

"In what way will automation help them define their metrics?"

"How did we ever manage to ...