Creating an Outcome: Accountable Culture

Carlos Hidalgo

Chapter Chapter 10 in Driving Demand, 2015, pp 133-146 from Palgrave Macmillan

Abstract: Abstract In early 2002, while managing global marketing for a line of business at McAfee, the president of our division summoned me to his office to discuss what we were doing in marketing. I walked in and had not even sat down when he said, “Carlos, we have put a heavy investment into marketing this year to generate leads for sales. If you cannot tell me how this has benefitted the organization, I bet your replacement will.” While my team had not focused on reporting our results to the rest of the organization, we knew we had produced positive outcomes that did benefit the business. My team and I spent the next two weeks creating spreadsheets to demonstrate the ROI we had driven for our division and documenting our results. At my next meeting the president said to me, “This is great; keep at it as I will always want you to justify marketing’s existence.”

Keywords: Vice President; Demand Generation; Marketing Department; Marketing Organization; Business Impact (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_10

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DOI: 10.1057/9781137526809_10

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