About Marketing Accountability

Our aim is to improve the effectiveness and efficiency of marketing. This is achieved through assessing the business risks of the marketing strategy, reducing costs through improved marketing procurement and optimizing and measuring the marketing spend. We assist companies to answer the following questions:

• Will the business plan deliver the shareholder value it promises? - Marketing Due Diligence
• How do you get greater accountability for your marketing expenditure? - Marketing Accountability
• Can we reduce the marketing spend by better procurement? - Marketing Procurement

Marketing Accountability is chaired by Professor Malcolm McDonald and the consulting team consists of Grant Oliver, Tina Fegent and Peter Mouncey.

Professor Malcolm McDonald

Professor Malcolm McDonald MA (Oxon) MSc PhD D.Litt FCIM FRSA, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.  Malcolm is currently chairman of six companies and works with the operating boards of a number of the world’s leading multi-nationals on all continents.

Grant Oliver

Grant has many years experience of running companies as well as being a finance director and brings a mix of marketing and financial skills to his consultancy work.

Grant has provided strategic consultancy on market segmentation, strategic marketing planning, process improvement, CRM and channel strategies, customer profitability, Supply Chain Management and Key Account Management projects. He has worked with over 50 multinational companies in approximately 40 countries. 

Tina Fegent

With unique experience gained on both sides of the client:agency purchasing marketing relationship, Tina provides consultancy on all aspects of the purchasing relationship from internal customer requirements building through to supplier relationship management.

Tina is the elected chair of the Chartered Insitutue of Purchasing & Supply Specialist Knowledge Group on Marketing, and runs training courses for CIPS, as well as supporting IPA training. Tina has written two Best Practice Guides for CIPS on Event Services and Added Value.

Peter Mouncey

Widely known in the CRM industry, Peter was the driving force behind the AA`s leading edge in direct marketing and customer relationship development. He has worked on projects from market research, marketing planning, competitive intelligence, customer database services, customer satisfaction programmes to key account management, and the development and full-scale implementation of a multi-million pound enterprise-wide CRM investment programme.

As well as researching and lecturing in KAM at Cranfield, Peter is an elected Fellow of the Market Research Society and the Institute of Direct Marketing and editor of the IDM`s journal. Peter is focused on the management of change towards customer-led cultures and the vision, planning and processes of KAM and CRM.