Role call.

Everyone is concerned about it--not only within our own industry but many others as well. "It" is financial management, financial responsibility, accountability and return on investment. Why is there so much focus today on this topic? Partially it is because of the Sarbanes-Oxley Act. This federal law. which was passed in 2002. is leading CEOs and CFOs to ensure that all financial activity is clearly exposed to public viewing--in other words, that no financial stone is left unturned.

Marketing professionals need to be aware of the important changes brought about by this law. And. they need to do their part to ensure that their marketing financials also are in order. In the future, senior management will be more intensively monitoring and scrutinizing everything from your budget planning to your campaign analytics.

If you have not done enough in the past to acquaint yourself with the financial management side of bank marketing, you can bring yourself up to speed by enrolling in this year's ABA School of Bank Marketing and Management. This year. the school will be easier than ever to get to since it has moved to Northwestern University, Evanston. Ill. which is near Chicago, the nation's central transportation hub. Also. this year the school has added a new- session on Marketing Return on Investment (ROI). As always, the school emphasizes asset/liability management, profitability and other key marketing principles.

Will you be counted in the financial accountability roll call? Count me in.

Brenda Marlin, CFMP, Associate Director, ABA Marketing Network