Canadian Marketing Association

What Canadian Marketing Association does

The Canadian Marketing Association (CMA), founded in 1967 and headquartered in Toronto (Don Mills), is a private, non-profit professional association serving as the collective voice of the Canadian marketing profession. Its 400+ corporate members span major Canadian enterprises across banking (BMO, CIBC, TD, IGM Financial), technology (Microsoft Canada, The Trade Desk Canada), government/lottery (OLG), analytics (Environics Analytics), and adjacent sectors, with the association operating as the federal government's primary consultative source on marketing public policy.

The CMA's core products are membership subscriptions (corporate, post-secondary institutional, and $50+HST individual student tiers), the Chartered Marketer designation (the only such marketing credential in Canada), the annual CMA Awards program, and a Learning Hub offering certificate courses, on-demand training, customized in-house training, and behavioral science workshops. Underlying technology is the MyCMA digital member portal, which handles profile management, event registration, content access, and learning enrollment, supplemented by a separate CMA NXT student portal (cmanxt.ca) and a mentorship microsite. Member-only resources include the Code of Ethics & Standards, Research Centre, Consumer Centre, AI Index Assessment, and thought leadership councils (Insights, B2B, Adtech Committee). The technology footprint is platform-light: no public API, SDK, or proprietary AI/ML capabilities were disclosed, with AI surfaced through content, advocacy, and a $5M partner-administered accelerator rather than through in-house models.

The business model is recurring subscription-based, anchored by annual corporate and institutional memberships, augmented by event/training revenue (30-80% member pricing discounts), one-time awards submission fees, designation program tuition, and enterprise sponsorship (BMO, CIBC, Microsoft Canada, Environics Analytics). Distribution is direct sales to companies, not-for-profits, and post-secondary institutions, with self-serve registration on MyCMA and a referral program paying $500-$2,000 in credits for successful introductions. Revenue is not publicly disclosed; the 60-year-old organization operates on a self-sustaining, member-funded basis without external investment.

Name

Canadian Marketing Association

Legal name

Canadian Marketing Association

Website

https://thecma.ca

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

The Canadian Marketing Association, founded in 1967, is Canada's largest marketing membership body serving 400+ corporate members and marketing professionals with professional development, networking, advocacy, and the exclusive Chartered Marketer designation.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

Keywords

• Professional marketing association
• Marketing certification programs
• Marketing professional development
• Industry membership organization
• Marketing awards events

Headquarters

HQ city

Don Mills

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Corporate Membership Fees: Companies pay membership fees to access the full suite of CMA benefits for all employees, including professional development, networking, and industry resources.
2. Post-Secondary Institution Memberships: Colleges and universities pay membership fees enabling all students, faculty, and staff to access CMA member pricing and content.
3. Student Memberships: Post-secondary students at non-member schools pay $50 plus HST annually for membership access.
4. Event and Training Revenue: Revenue from professional development events, certificate courses, seminars, in-house training, and on-demand courses, with member pricing discounts of 30-80%.
5. Chartered Marketer Designation Program: Professional certification program for marketing professionals, providing an exclusive Canadian marketing designation.
6. CMA Awards Submissions: Revenue from award submissions and gala tickets for the largest and most prestigious marketing awards program in Canada.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Canadian Marketing Association (CMA) is a national professional association that sells corporate and institutional memberships, the Chartered Marketer (CM) designation program, certificate and on-demand training courses, the annual CMA Awards program, and access to networking events, thought-leadership councils, and ethics/compliance resources for marketing professionals and organizations across Canada. Members consume these offerings through the MyCMA digital platform and in-person programming.

Product overview

The Canadian Marketing Association (CMA) operates as a membership-based professional association offering a comprehensive suite of programs and services for marketing professionals in Canada. The core offerings include corporate and individual membership, the Chartered Marketer (CM) designation program (the only marketing designation in Canada), CMA Awards, and professional development through the CMA Learning Hub with certificate courses, training, and on-demand courses. The association provides thought leadership through specialized councils (Insights Council, B2B Council) and an Adtech Committee, along with events programming and mentorship opportunities. Members access resources including the Code of Ethics & Standards, Research Centre, Consumer Centre, and AI Index Assessment through the MyCMA member portal. The CMA also supports students and young marketers through the CMA NXT program.

Differentiator

Problem solved

Functional benefit

Products and services

• CMA Membership Corporate and individual membership program offering marketing professionals and organizations access to professional development, networking events, industry research, thought-leadership content, advocacy representation, and member pricing across CMA offerings.
• Chartered Marketer (CM) Designation The only marketing designation in Canada, awarded through an education and assessment program that provides professional recognition and credentials for marketing professionals.
• CMA Awards Annual awards program recognizing excellence in marketing strategy, results, and creativity in Canada, including Premiere Awards and Featured Awards categories, with paid submissions and gala tickets.
• CMA Learning Hub Professional development platform offering certificate courses, training programs, on-demand courses, and customized training for marketing professionals, with 50% member discounts on courses.
• CMA Events and Training Calendar Events programming including Digital Analytics courses, Digital Marketing Strategy programs, Chartered Marketer info sessions, town halls, and executive networking events offered at member-discounted pricing of 30-80% off.
• CMA Mentorship Program Program connecting experienced marketing professionals with emerging talent for career guidance and professional development.
• CMA NXT Student and young marketer support and preparation portal helping forge meaningful career paths in marketing.
• MyCMA Member Portal Digital platform providing members access to profile management, event registration, learning content, thought-leadership resources, and membership account controls.
• AI Index Assessment Assessment tool helping member organizations evaluate their AI capabilities and readiness for adoption in marketing operations.
• AI Accelerator Program Multi-partner program providing grants, training, and support to help Canadian SMBs and nonprofits adopt AI technology.

Quantifiable outcome

• Member pricing of 30-80% off events and 50% off certificate courses for members
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• LG2coreStrategic or Co-development Partner · 18 June 2026Branding agency partner that developed the CMA's refreshed visual identity, drawing creative inspiration from 1967 modernism to mark the organization's upcoming 60th anniversary. The new logo features three chevrons representing community, influence, and standards forming a stylized maple leaf.
• AgentiivcoreStrategic or Co-development Partner · 21 October 2025Partnership in a $5-million AI accelerator program for Canadian SMBs and nonprofits. The program provides grants, training, and support to help organizations adopt AI technology.
• OwnrcoreStrategic or Co-development Partner · 21 October 2025Partner in the $5-million AI accelerator program for Canadian SMBs and nonprofits, providing business formation and registration support.
• StaplescoreStrategic or Co-development Partner · 21 October 2025Partner in the $5-million AI accelerator program for Canadian SMBs and nonprofits, providing resources and support for small business AI adoption.
• CCNDRcoreStrategic or Co-development Partner · 21 October 2025Partner in the $5-million AI accelerator program for Canadian SMBs and nonprofits.
• BMOminorOthersMajor sponsor of the Canadian Marketing Association.
• CIBCminorOthersMajor sponsor of the Canadian Marketing Association.
• Environics AnalyticsminorOthersMajor sponsor of the Canadian Marketing Association.
• Microsoft CanadaminorOthersMajor sponsor of the Canadian Marketing Association.
• TD BankminorOthersSponsor of the CMA Newcomer Program supporting marketing professionals new to Canada.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• American Marketing Association: The AMA is the US equivalent of CMA — a national professional association for marketers offering membership, professional development, conferences, and publications. Most directly comparable peer in terms of mission, structure, and revenue model.
• Chartered Institute of Marketing: CIM is the UK's leading professional marketing body offering Chartered Marketer status, training, and membership services. Closest peer to CMA's Chartered Marketer designation and member-based professional body model.
• Data & Marketing Association: DMA is the UK trade body for the data and marketing industry, providing membership, training, and advocacy similar to CMA's role in Canada. Comparable in advocacy strength and member services focus.
• Association for Data-driven Marketing & Advertising: ADMA is Australia's industry association for data-driven marketing, offering member education, certification, and advocacy. Similar membership-and-events business model with comparable regulatory advocacy role.
• IAB Canada: IAB Canada is the Canadian arm of the Interactive Advertising Bureau focused on digital advertising and marketing technology. Overlapping membership base and advocacy mission in Canada.
• Canadian Public Relations Society: CPRS is the national professional association for PR practitioners in Canada with similar membership, accreditation, and advocacy structure. Sister Canadian professional body with analogous operating model.

Regional players

• Marketing Association of New Zealand: NZ Marketing Association is a smaller national body for marketing professionals offering events, awards, and training. Same membership-based professional body model in a different geography.
• B2B Marketing Association: B2B Marketing Association is a UK-based community for B2B marketers offering events, training, and awards. Similar niche professional association model with comparable events and membership focus.

Broad incumbents

• Association of National Advertisers: ANA is a larger US-based advertiser trade association representing major brand marketers with broader portfolio of events, training, and industry initiatives. Overlapping membership and advocacy but at greater scale.
• International Advertising Association: IAA is a global advertising and marketing trade body with national chapters offering membership and events. Broader geographic scope and wider remit than CMA but overlapping purpose.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Cdnmarketing
• YouTubeyoutube.com/user/canadianmarketing
• Facebookfacebook.com/cdnmarketing
• LinkedInlinkedin.com/company/canadian-marketing-association
• Instagraminstagram.com/cdnmarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canadian Marketing Association