Level of accountability separates sports marketing by objectives

Published April 28, 2014, Page 15

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“Sports marketing by objectives” is the phrase we use to describe a sports marketing program that is driven by accountability to a finite set of goals that advance the overall corporate strategy in a meaningful way.

Let’s break that down a bit. Accountability means identifying desired outcomes, setting specific realistic targets, tracking performance against relevant metrics, and honestly evaluating the relative success. 

Without this degree of specificity, even a successful program won’t be replicable, and worse, corporate decision-makers won’t trust the outcome because any internal evaluation will seem subjective or, worse, biased.

See Sports Business Journal link for full article:  

http://www.sportsbusinessdaily.com/Journal/Issues/2014/04/28/Opinion/From-the-Field-of-Marketing.aspx