That's the headline which the World Advertising Research Centre site when talking about a report published by the American Association of Nation Advertisers.

This report includes the following quote

"Marketing accountability is still often an activity trapped within the silo of the marketing function,"

and the 10 commandments for total accountability

1. Create a multi-functional internal accountability team.
2. Agree on the expectations that the management team has for marketing.
3. Choose metrics that align with expectations.
4. Select predominantly leading indicator metrics capable of driving a causal model.
5. Create a robust voice of the customer so you understand the target customer.
6. Demand an explicit plan to build brand equity.
7. Develop measurable objectives for 90% of marketing expenditures.
8. Use a rigorous process to build integrated marketing plans.
9. Analyze 90% of marketing expenditures using a who, what, how framework.
10. Create an accountability budget sufficient to measure 90% of marketing expenditures.

For me the ones around metrics and measurement are the ones that are the most obvious but the more I work with marketers, I come from a technology background, the more I think that number one is the most important.  Organisations have to make sure they get the right mix of creative and process orientated people within their marketing departments to make sure that their business objectives are met.