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.