Marketing organizations face increased pressure from the C-suite to show accountability for brand building, customer acquisition and retention investments. Additionally, Sarbanes-Oxley stipulations require marketing to document its spend and the processes involved in executing on those plans. Finally, marketing also finds itself competing with other line of business investment opportunities. Marketing must demonstrate a reasonable ROI for its investments and differentiate itself from competitive investments from elsewhere in the company. Marketing executives who can implement financial processes that define objectives, enforce a rigorous process and then measure their performance will set themselves apart from the rest of their counterparts.