Marketing should be more accountable

Of all the investments a business makes, Marketing is arguably the one with the least accountability. And there is no shortage of flimsy excuses why it cannot be done. Here is a simple, hard-nosed logic to challenge this:

• If you agree with the above, here is a cash flow statement, show me how much and when you will return such an investment?
• Every dollar spent on marketing should provide a return. Agree?
• The return should ultimately show up in maintaining /improving the revenue /profitability of the business. Agree?
• If this was your personal money, how will you measure / ensure ROI?