Archive for December 6th, 2008

Accountability. That’s not a word you hear bandied about in marketing very often, unless it’s used in the context of talking about invoices. It should be. As marketers, we’ve learned, through experience, that it’s often advantageous…or even necessary, to use a little razzle dazzle to sell a client on a marketing message. However, the problem with acting like some kind of Merlin is that when it’s time to deliver, you can’t sidestep your responsibility to accountable for your results. When you make somebody’s wallet disappear, they expect – even demand – that you finish the trick by revealing something even more impressive. Simply saying “abracadabra” and then acting as if it’s not your fault when there’s nothing in the hat is simply not gonna cut it. Not today. Not in THIS economy.

The problem can be distilled down to one word: metrics. Read the rest of this entry »