For Customer Intelligence Professionals

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	March 23, 2010 The Marketing Accountability Index How Customer Intelligence Can Drive Irrefutable Marketing Results by Carlton A. Doty with Emily Murphy	Average: 8  (2 ratings)

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Executive Summary

Constantly changing customer behavior and an amorphous mix of marketing channels impede Customer Intelligence (CI) professionals' efforts to drive more accountability into their respective marketing organizations. Our latest research uncovers 40 best practices that leading Customer Intelligence professionals use to build a culture of accountability, and we grouped them into four categories: 1) organizational alignment; 2) cross-functional business processes; 3) value-based metrics; and 4) transparent communication of results. Forrester distilled these best practices into a self-diagnostic test that we call the Marketing Accountability Index.

TABLE OF CONTENTS

• Proving The Business Value Of Marketing Is Getting More Difficult
• The Four Tenets Of Bulletproof Marketing Accountability
• Introducing Forrester's Marketing Accountability Index

RECOMMENDATIONS

• Customer Intelligence Is The Key To Irrefutable Marketing Accountability
• Related Research Documents

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