Marketing Accountability: An Interview with Neil Bendle, Chair (Advisory Council) of the Marketing Accountability Standards Board
Neil Bendle heads up the Marketing Accountability Standards Board and is the co-author of “Marketing Metrics”. They are two solitudes – operating in isolated siloes, regularly clashing with one another, insistent on their point of view. So why do finance and marketing act like they are on opposing teams? Why the rancour? The lack of […]
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