Episode 35

Marketing to the CFO

Only 22% of CMOs feel they have a collaborative relationship with their CFO. And only 39% of financial directors have confidence their marketing team will make smart commercial decisions. The numbers, well, aren’t great.

To uncover the reason for this disconnect, Elena, Angela, and Rob are joined by CFO Brent Longval. Together, they explore why marketing and finance can end up at opposite ends of the table and how learning to speak the same language can close the gap. There’s work to do on both sides, but it’s worth it... 87% of marketers who do have a collaborative relationship with finance are happy with their ability to measure marketing performance.

Topics Covered

• [01:30] The state of the CMO/CFO relationship

• [05:00] Why finance often sees marketing as another expense

• [10:30] Does your CFO have a finance or accounting background?

• [12:00] Why finance and marketing can easily clash

• [16:30] Building a collaborative partnership with finance

• [21:00] Learning finance’s language

• [24:30] Investing in relationship-building and trust

Resources:

2023 MarketingWeek Article

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