Strategy

Marketing Accountability: Who Owns What, and Why It Matters

Headshot of Kevin Joyce
By Kevin Joyce

In budget discussions, we rarely argue over the very obvious line items that are to be included or excluded from the budget. We spend most of our time debating items near the cut line. It’s the same when discussing which function in marketing is accountable for what items.

Ownership is clear for items such as reporting, budget management, marketing automation platform execution, or digital property management. But the addition of marketing operations as a function, or the creation of a center of excellence, makes it tricky to pin down exactly which marketing group is accountable for what.

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    Headshot of Kevin Joyce

    Kevin Joyce

    Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

    Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: 'TPG ONE: A New Approach to the Customer Journey.'

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