CMOs should use accountability to build a bridge between marketing and the rest of the organisation. To change the perception that marketing is a cost centre, investments in marketing must translate to the bottom line results. Yet most marketing professionals don’t dare to to assume accountability on the bottom line results and to prove their contribution to the organisation. Last year we launched the first study called ‘Can B2B marketers show ROI?’, as we wanted to see how CMO’s has taken MPM into their organisations in 2015, we re-visited about 30 CMO’s and surveyed them about this topic.