First 100 days

It's great to see that first 100 day accountability is migrating from the political arena into the management arena.
And actually being debated at Davos.

However, this is just the tip of the iceberg. This form of accountability is pervasive as our report explains.

In fact, in many ways CEOs have it easy compared to marketers, for several reasons:

1. Marketing budget allocation is by no means automatic.
2. The marketing function is increasingly diffuse.
3. The role of the function is unique to each corporation
4. The reputation of the function remains poor
5. The flamboyant personality of marketers often conflicts with fellow board members

It is ironic, at a forum whose theme is 'the creative imperative', that the role of marketers (Sir Martin Sorrell excepted) is being largely ignored...