Marketing accountability and marketing’s stature: An examination of senior executive perspectives

Abstract

The recovery of marketing’s “seat at the boardroom table” is determined in part by the satisfaction of senior executives with marketing’s contribution to firm performance. This study of senior executives in high-technology firms examines the relationship between top management perceptions of marketing performance measurement ability and marketing’s stature within the firm. Confirming and extending earlier studies, results indicate that marketing enjoys a higher status among top management when it is perceived to be accountable. Findings underpin the importance of current research attention on marketing accountability and metrics.