Marketing must be fiscally accountable to win the respect of corporate leaders. When marketing is understood as a strategic way of increasing a company’s revenue stream, its costs make sense. So marketing managers must make plans that clearly link their marketing expenses to the value of the work they do. They must share mission statements, objectives, marketing audits, strategies and alternative plans to demonstrate their fiscal accountability. By demonstrating its strategic approach to achieving corporate goals this way, marketing proves that its role is crucial.

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Marketing Accountability: Marketing’s Fiscal Imperative – Business 2 Community