Improving accountability: Where marketing and finance working together

Pam Forbus, Scott Davis and Meg Blair

This article describes how a cross-discipline project is bringing marketing and finance professionals together to develop reliable measurement standards.

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...

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