Improving accountability: Where marketing and finance working together
Pam Forbus, Scott Davis and Meg Blair PepsiCo/Frito-Lay and MASB
Background - The boardroom project
In 2004, responding to mounting pressure from corporate boardrooms for accountability in the marketing function, a cross-industry/cross-discipline body of marketing practitioners and academics initiated The Boardroom Project.
Members recognized that measurement standards (tied to financial performance) are essential for the efficient and effective functioning of a marketing driven business, because decisions about the allocation of resources and assessment of results rely heavily on credible, valid, transparent and understandable information.
After a three year comprehensive review of...