Despite marketing's drive toward financial accountability, only 7 percent of senior-level financial executives surveyed report being satisfied with their company's ability to measure marketing ROI, according to new survey findings released today by Marketing Management Analytics (MMA) and Financial Executives International (FEI). MMA is an independent operating unit of Carat.

The nationwide survey, conducted in November 2006, also found that only one in 10 senior-level financial executives report confidence in marketing's ability to forecast its impact on sales. The study surveyed 150 members of FEI, a worldwide association of senior corporate financial executives.

"Marketing needs to stop fostering 'rock star' behavior, and focus on rock-steady results," said Ed See, chief operating officer of MMA. "Our survey shows that marketing accountability falls short of the expectations of the C-suite, and most financial executives can't get visibility into how well marketing is driving sales."

The FEI survey also showed that less than 20 percent of financial executives surveyed indicated they have full cooperation and an open dialogue with marketing in order to establish metrics. Additionally, less than 10 percent indicated their company had a separate budget allocated for measuring marketing effectiveness.

"Many organizations treat marketing measurement as an expense, rather than a control, and that's the root of the problem," See said.