Marketers appear to be their own worst enemies. They create value, but fail to communicate or take credit for benefits delivered to the firm. All too often, marketers are happy to cede turf—be it customer satisfaction, sustainable advantages or strategies for organic growth—to disciplines more hungry for recognition. Part of the problem is, of course, that marketers speak a different language. If marketers are to get a more equitable share of corporate resources, they must learn to communicate value generated by marketing investments in financial and operational terms. This presentation contrasts how the impact of marketing is measured by marketers with how it could or should be measured. In doing so, we focus on not only on marketing’s contributions to the top line, but also the role of marketing in supporting the golden business performance trilogy of enhancing profitability, accelerating growth and mitigating risk.