The term ‘accountable marketing’ comes from the 5 levels of customer focus model. According to Philip Kotler, it is the third level of customer focus that a company can have. With Accountable Marketing, the seller contacts the customer shortly after the sale to inquire whether the product meets expectations. The seller also asks for feedback if the product or service can be improved. This helps the company improve the product or service and perform even better. You could also call Accountable Marketing after-sales. Upselling or cross-selling can take place during the contact moment. The automotive sector is an example from the B2C market where a lot of accountable marketing takes place.