Marketing should be one of the key strategic competencies in every company. But today, marketing is increasingly seen as a sales support function, where efficiency metrics are seen as more important than profit and value creation. It is time for marketing to rise to the challenge and demonstrate how marketing must be effective before it becomes efficient, and how it can drive profit, not just sales. This is a task for everyone in marketing, irrespective of whether you are a client, communication agency, research provider or media owner. Marketing needs to measure and demonstrate how it adds value to the business – and in order to do so, we need to agree on what those key measurements are, and how we should talk about our contribution in ways that senior management can relate to. It may seem like a tall order, but thanks to industry-wide cooperation and joint efforts in the field of Marketing Effectiveness the Swedish marketing industry has set some examples we can learn from and be inspired by.