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.
MASB Marketing Metric Certification
MASB White Papers
MASB Finance in Marketing Library
MASB Summits
Marketers Need to Focus on Profitable Brand Users
In today's tough economy, it is critically important that marketers focus more on brand loyalists than brand occasionalists. Why? Brand loyalists are far more profitable...
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The Marketing Accountability Standards Board Unveils Its New Brand
The Marketing Accountability Standards Board (MASB) is an incredible organization. It brings together top brands, the best academic minds, and leading agencies to address...
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2022: The Year in Marketing Accountability
The Year 2022 was a tumultuous one for the Marketing Accountability Standards Board, with the unexpected passing of President/CEO Tony Pace and new leadership in...
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TAMU Mays Business School Joins MASB
The Marketing Accountability Standards Board (MASB) is pleased to announce the new membership of Mays Business School at Texas A&M University. Mays educates nearly...
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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!