The five stages of Marketing Accountability are:

  1. Denial: “Marketing is an art, not a science. It can’t be measured. The results will come, trust me!”
  2. Fear: “What if my marketing activities don’t impact the bottom line? Will I lose my job?”
  3. Confusion: “I know I should measure marketing results, but I just don’t know how.”
  4. Self-Promotion: “Hey, come look at all these charts and graphs!”
  5. True Accountability: “Revenue starts in marketing.”

Read more in the original post on the Marketo blog: The Five Stages of Marketing Accountability.

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