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• Marketing Accountability Study- White Paper by the American Marketing Association and Aprimo, Inc.
  
  It’s one thing to ask marketers to justify expenses on their well-researched, thoroughly contemplated marketing programs, especially when it comes to a company’s bottom-line objectives in a given fiscal period. It’s quite another thing to impose accountability and responsibility for such expenditures onto those marketers in an effort to ensure that such efforts will have a direct connection with the overall business plan in the near- and long-terms.
• Realizing the Life-Cycle Marketing Vision- Forrester Report by Lisa Bradner
  
  In simple terms, life-cycle marketing is about profiling customer’s relationships with a company or a brand over time in order for marketers to reach them more effectively. In reality, life-cycle marketing can be hard to pin down and harder still to implement. To begin successfully putting theory into action, marketers must capture the right data to identify their profitable customers and to understand their behaviour over time.
• The Village Voice: Communities of customers and prospects are creating new challenges and opportunities by Hanssens and Taylor 
  Recent research at the Marketing Science Institute in Cambridge: Todays’ customers are increasingly connected – to suppliers and competitors, to each other and to third party information providers. Will the connected customer era change the paradigm for effective marketing strategy?
• Making Business-to-Business Marketing more relevant by Bob Schmonses
  How can marketing demonstrate tangible return on investment make its contribution to the bottom line more visible? How can marketing more tightly align its activities and value proposition with the sales process?

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