Elevating the Role of the CMO

Marketing drives growth. It is the engine of the demand chain. It is marketing that CEOs need most, but respect least. Why? Because the CMO’s crucial role in driving growth has not been well demonstrated. MASB will change this. We will make marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and profit growth, and which CEOs, CFOs and boards will recognize as robust. With the transformation of marketing’s role, companies will unleash new sources of growth, enabling societies to prosper and individuals thrive. We call on all of you to join us.
Marketing Metric Certification
MASB Projects
Finance in Marketing Library
MASB Summits
Presciant’s Gharekhan Joins MASB Advisory Council
The Marketing Accountability Standards Board (MASB) has added to its Advisory Council a global expert in applying brand and business strategy, brand financial analysis...
Read More "Presciant’s Gharekhan Joins MASB Advisory Council"
MASB Spring Summit: Demonstrating the Business Value of Marketing
Don't miss MASB Spring Summit 2023, April 13, 1-3 PM ET via Zoom, featuring: The BIG DEAL about Big Data & A.I. for Marketers...
Read More "MASB Spring Summit: Demonstrating the Business Value of Marketing"
Accounting for Brands
In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College,...
Read More "Accounting for Brands"
The Big Deal about Big Data and AI for Marketers
Big Data, characterized by 5Vs – volume, variety, velocity, veracity and value – has been around for over a decade. Many marketing organizations have...
Read More "The Big Deal about Big Data and AI for Marketers"

Linking Marketing Actions to Financial Performance

Marketing accountability means linking marketing actions to financial performance in order to:

1) drive business growth through continuous improvement in Marketing ROI; and

2) enhance CMO effectiveness by proving the contribution of Marketing to enterprise value.

The Marketing Accountability Standards Board brings visionary marketers, academics and measurement providers together to establish and advance accountable marketing practices that elevate CMOs by driving brand and business growth through linking marketing activities to financial outcomes. We draw on marketing accountability best practices to equip marketers with exceptional knowledge and resources. How accountable is your marketing?

The MASB Mission

Establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.

Start your marketing accountability journey today!