The three industry bodies are launching , showcasing a framework called the "Infinity Model" which claims to add value to organisations by demonstrating the impact of marketing on the bottom line.
The report is intended to address concerns that many companies do not have the right blend of marketing and accountancy insight to either establish the value of their marketing campaigns or account to shareholders on the effectiveness of marketing spend or investment.
Dr Robert Shaw, author of 'Return on Ideas', surveyed over 100 organisations and researched current measurement theories that are commonly used by accounting firms, consultants and marketing service firms.
The results of the research led to the creation of the Infinity Model, a framework designed to help marketers create greater sustainable value with input from their colleagues in finance.
Shaw said: "While marketers and finance professionals have sometimes had a disjointed working relationship, this innovative report and its 'Infinity Model' aim to bridge that gap for any size of organisation that has to market itself.
"Imagination, prediction and demonstration are key aspects of the role of finance and marketing colleagues."
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