Accountability: what it is and its importance for companies

Completing an activity within a company on time and in the correct manner is important. However, to achieve significant results, an accountability attitude is needed.

To learn more about this optimal way of working and the importance of promoting it in an organization, keep reading.

 What is Accountability in a company?

When we talk about accountability in a company we refer to the fact of being responsible for the result of an activity, not just the action.

That is, if you are in charge of carrying out a certain task and you complete it, that's fine, but being accountable means helping and collaborating with others so that this activity has a positive impact on the environment , which is linked to the result of the action itself.

By becoming more involved, you can analyze the results, evaluate whether or not the initial objective was achieved, and detect areas for improvement to close gaps and meet the desired goal.

What is accountability in leadership?

Accountability in leadership is the ability to take responsibility for the results, actions and decisions made in an organization. It is a value that implies commitment, proactivity and transparency.

An accountable leader is not only accountable for his own achievements, but also involves and motivates his team to achieve goals ethically and efficiently.

Accountability is important in companies because it generates trust, innovation, satisfaction and communication.

When leaders are accountable, a stronger organizational culture is created that is aligned with the business strategy.

Accountability and metrics in marketing

Accountability and metrics in marketing are concepts that have to do with responsibility and the measurement of the results of marketing actions.

Accountability means taking responsibility for the objectives, decisions and problems that arise in the marketing area, as well as being transparent and proactive.

Metrics are tools that allow you to evaluate the performance of campaigns, strategies and the marketing area in general, using objective and financial criteria.

Some of the most common metrics in marketing are: market share, brand recognition, ROI, branding, service quality, customer focus and reputation.

To implement a culture based on accountability, we must not only measure “traditional” metrics such as those mentioned above, but also others such as: the company's more “intangible” assets, such as branding, service quality, customer focus or reputation.

We must also bear in mind that accountability does not only apply at the individual level, but also at the level of the entire company, starting with management.

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What is organizational culture?

Organizational culture is the set of beliefs, values, habits, traditions, attitudes and experiences that define an organization and guide its way of acting and relating to its members and the environment.

Organizational culture is the personality of the organization, which reflects its identity, vision, mission and objectives. It is important for companies because it influences the work environment, productivity, innovation, satisfaction and communication.

Organizational culture is made up of different elements, such as: the values ​​and norms that regulate employee behavior, the image and reputation that the company transmits to society, the selection and training process of workers and suppliers, the leadership and decision-making style, the degree of adaptation to change and diversity, among others.

Key factors for accountability

 We can talk about three essential factors:

• Responsibility : This is when we accept responsibility for the tasks assigned and the objectives to be achieved, whether they turn out well or there are errors. This is where the importance of fostering a culture of recognizing achievements and ensuring that they are attributed to the right people comes in.
• Proactivity : This involves employees saying goodbye to their passive role or only receiving orders in order to commit to their role and in this way seek to achieve objectives, making changes and improvements.
• Commitment : A person with accountability accepts the responsibilities and tasks that come with their job. To do them as well as possible, they do not accept tasks that they cannot complete or that drain their energy. They also ask for help and information when necessary.

Benefits of accountability

Applying this tool in companies is essential, regardless of the company's line of business and size, in order to generate great results. Some of them are:

• Promotes responsibility and transparency
• Eliminate procrastination
• Encourage feedback and active listening
• Promote workers' initiative
• Foster better working relationships

How does the lack of accountability affect?

When a person does not assume responsibility or has the mentality of “that is not part of my job” it generates a negative impact not only on his or her work, but on the entire team, as it hinders the achievement of goals. Such a barrier can affect the entire company. Some problems that can arise when there is no accountability are:

• Unfulfilled objectives
• High staff turnover
• Feelings of frustration, distrust and discontent
• Lack of integration in teams
• Toxic environment
• Poor performance of employees
• Low productivity
• Poor commitment from employees
• Unclear priorities
• Communication problems

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How to establish accountability

To create a culture based on accountability, some strategies must be followed:

1. Define clear and measurable objectives

In order for people to take responsibility for their tasks, it is necessary to define the actions to be carried out and the results. In this way, areas of opportunity can be identified and solutions can be implemented.

2. Do not punish mistakes and recognize merits

When a collaborator accepts responsibility, but his assigned task did not meet the objective, it is recommended to ask him if he had everything he needed or if the deadlines were realistic. 

If the case is a success, then it is best to acknowledge and point it out to motivate him to give his best.

3. Don't look for someone to blame or make excuses

Creating an accountable company is not about pointing out failures or assigning blame, but rather about identifying what is not working in order to improve it.

4. Encourage feedback

This reduces the chance of confusion about what is expected of them. Ideally, create a two-way feedback system to create a safe space.

5. Look for quick and effective solutions

When a mistake is made, it is best to identify and acknowledge it in order to get to work and resolve it as soon as possible. This creates an environment of continuous improvement that positively impacts the company's results.

6. Evaluate and improve

Reviewing and studying your goals reveals your strengths and areas for improvement. It also allows you to change what isn't working and continue improving.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.