Marketing Accountability Standards Board | MASB – Elevating the Role of the CMO

Elevating the Role of the CMO

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?

Current Projects

MASB White Papers

MASB Finance in Marketing Library

MASB Summits

Advisory Council Chair Bendle Joins MASB Board

After a remarkably productive and extended term as Advisory Council Chair for the Marketing Accountability Standards Board (MASB), Neil Bendle is taking a seat...

Impact of Financial Value of Brands Verified

Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must...

Fall Summit Videos on the MASB Channel

MASB Fall Summit 2022 at Columbia Business School was loaded with great presenters and outstanding content on numerous aspects of marketing accountability. Check out...

Shankar Recognized as Accountable Marketer

Venkatesh “Venky” Shankar’s pioneering works on marketing mix models and attribution techniques have advanced the state-of-the-art in ROI measurement. Multiple marketers have successfully used...

Elevating the Role of the CMO

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 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!