Marketing metrics that contribute to marketing accountability in the technology sector

Abstract

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.