Elevating the Role of the CMO

Marketing drives growth. It's 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. The Marketing Accountability Standards Board is changing this, making marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and unleashes new sources of growth. We call on all of you to join us!
Marketing Metric Certification
MASB Projects
Finance in Marketing Library
MASB Summits
The Bud Light Brand Divorce – A New MASB White Paper
Compiled from a series of articles published between May and September 2023, this white paper from the Marketing Accountability Standards Board (MASB) describes how...
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Measuring Financial Return on Creativity
Many marketers are interested in the financial dimensions of creativity and how creativity should be managed. In the new MASB white paper, Measuring Financial...
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How to Define “Revenue Marketing”
Since there is some confusion about revenue marketing, how should one define it? Revenue marketing is not properly defined but given its current popularity,...
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Samford University Joins MASB to Shape Future of Sponsorship Measurement
Samford University has joined the the Marketing Accountability Standards Board, and the MASB Sponsorship Accountability Metrics Project team has a valuable new member: Darin...
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Linking Marketing Actions to Financial Performance

The Marketing Accountability Standards Board (MASB), brings together marketers, measurement and media providers, industry associations and business academics for the common goal of increasing the contribution of the marketing function through the development of accountable marketing standards and practices that drive business growth.

The MASB board is comprised of a chair and directors who are senior marketing scientists and finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement and have concern for the marketing community as a whole.

The Role of MASB

MASB is the operating organization delegated authority by the Marketing Accountability Foundation (MAF) to establish standards and processes necessary for evaluating marketing measurement in a manner that insures credibility, validity, transparency and understanding.

MASB will delve into the practices underlying the development and management of ideal measures as well as those practices utilized to create knowledge, determine causality, and apply to process management for improved return.

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!