After looking at a 100 organisations, Professor Robert Shaw says he found proof in his latest paper, return on ideas that “marketing can drive value that far exceeds its costs”.

As stated in our previous article, every business department in the company is forced to rethink and prove their added value in relation to the company results, including marketing. In his paper, Professor Shaw provides best practices and the infinity model for marketing to become more accountable for its creations and create value to the organisation.

The model consists of three sequential steps: imagine, predict and demonstrate value when launching a new campaign or product. The required skills for these steps usually cannot be found in just one person or within one department.

Consequently, “the quest to create more money from marketing is a team effort” of financial and creative staff, says Shaw. Being accountable does not mean that there is no place for being creative, it is complementary. Every marketing campaign still starts with a great idea but should be followed up by predictive analysis and a demonstration of company value.

Implementing the infinity model is the first step towards a new mindset. Make sure that from now on there is a structured way of doing marketing projects. Define the objectives in a measurable and structured way and collaborate with your colleagues from the other departments.