Accenture’s CMO asked a simple but vital question: “Did it work?”
The challenge was clear—multiple marketing functions were measuring success differently, making it hard to see the bigger picture.
We developed a single, company-wide measurement framework, spanning advertising, events, CRM and recruitment. At its core was a 10-box matrix—easy to use, adaptable to different objectives, and grounded in effectiveness principles.
The result: Accenture gained a consistent way to assess impact across every marketing activity, enabling clearer decisions, stronger accountability, and greater confidence in what was driving growth.
Results
Collaborating with the Effective Collective to develop our innovative measurement framework has been a remarkable journey. Our goal was to simplify how we plan & assess Accenture's diverse marketing efforts, from advertising to content, events, & CRM. The process was inspiring at every step, leading to an outstanding framework that truly sets a new standard in B2B marketing measurement.
Marc-Antoine Jarry, MD Marcoms