Elevating the Role of the CMO

Marketing drives growth. It's 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. The Marketing Accountability Standards Board is changing this, making marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and unleashes new sources of growth. We call on all of you to join us!
Marketing Metric Certification
Current Projects
Finance in Marketing Library
MASB Events
Connecting Sponsorships to Financial Results | April 10 Webinar
Connecting sponsorships to financial results will be the subject April 10, 2024, Noon ET, when the Marketing Accountability Standards Board debuts its new webinar...
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Driven By Our Vision!
We have ambitious goals for 2024 and beyond. We are driven by our vision—to elevate the CMO to their rightful place in the boardroom,...
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The Bud Light “Brand Divorce” Part 4 – Still No Reconciliation
Background From May through September of 2023, the Marketing Accountability Standards Board (MASB) published three articles that were compiled into the white paper, The...
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Mondelēz International Joins MASB to Link Marketing and Return
Snack industry giant Mondelēz International is making a commitment to accountable marketing by joining MASB, the Marketing Accountability Standards Board. Nick Graham, Global Head...
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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

Delegated authority by the Marketing Accountability Foundation (MAF), a 501(c)(3) nonprofit organization, MASB is establishing 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!