Initiating a Marketing
Accountability Program:
Building for success
Understand the past | Manage the present | Realize the possible

Agenda… or why stay when I can go to the beach?
• Why is this so hard? (current situation)
• What have we learned? (lessons learned from the front lines)
• What would you do?
(Reinventing the marketing organization: advice to a newly minted CMO)
Understand the past | Manage the present | Realize the possible 2

Why is this so hard?
Understand the past | Manage the present | Realize the possible 3