Research Business Report’s 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair’s forecast for 2016:
“Over the next year, … CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of marketing activities on the financial performance of their firms. The surprisingly simple method will enable marketing executives to drive consistent growth, quarter-to-quarter and year-to-year, establishing the same credibility in boardrooms that finance and engineering executives have long enjoyed.”
The “surprisingly simple method” is the model created by the Marketing Accountability Standards Board’s Brand Investment & Valuation Project, which recently entered its second phase.
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