The document outlines a framework for accountable marketing and ROI. It discusses setting up a marketing system with CRM and marketing software to track metrics. Key steps include: 1) Baseline current metrics like visits, leads and customers. 2) Set S.M.A.R.T goals for visits, leads, revenue and customers. 3) Define the marketing strategy with tactics like content, social media, and paid ads. 4) Create monthly goals and waterfalls to manage traffic, leads and new customers. The overall goal is to align sales and marketing and know the return on marketing investments.