Marketing metrics that contribute to marketing accountability in the technology sector

Adam Gaskill*, Hume Winzar

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
66 Downloads (Pure)


The marketing function is facing challenges to its existence and is losing influence and resources within organizations as it fails to demonstrate its accountability. This exploratory study identifies marketing metrics that can potentially contribute to marketing accountability in the technology sector. The findings suggest the marketing function could possibly benefit through using both financial and nonfinancial metrics when demonstrating to their finance colleagues the link between their activities and organizational outcomes. The study’s findings also suggest that in addition to an increase in influence within organizations, the marketing function could benefit from favorable resource allocation and timely approvals for new marketing initiatives when it is perceived as being accountable.

Original languageEnglish
Article numberA001
Pages (from-to)1-10
Number of pages10
JournalSAGE Open
Issue number3
Publication statusPublished - 2013

Bibliographical note

Copyright the Author(s) 2013. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.


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