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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
Johnson & Johnson Joins MASB
Johnson & Johnson Joins MASB
Johnson & Johnson, one of the world’s largest and most broadly based healthcare companies, is prioritizing marketing accountability and demonstrating marketing's contribution by joining...
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New ISO Brand Standard Addresses Geographical Indications
New ISO Brand Standard Addresses Geographical Indications
As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and...
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Marketing Accountability Mavericks Wanted!
Marketing Accountability Mavericks Wanted!
It's time to honor another maverick of accountable marketing with a Blair Award for Marketing Accountability, to be presented at MASB Summer Summit 2023...
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Bud Light “Boycott” May Not End, Here Is Why
Bud Light “Boycott” May Not End, Here Is Why
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a...
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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!