Marketing to the CFO: The way back to value for marketers

Outlines the great variation in connection between marketing and finance in companies across the B2B sector.
  • Marketers think of themselves as great communicators but often struggle to relate to the perspective of the finance team.
  • In an effort to help marketers align with finance, Fran Cassidy developed a “VALUE” framework – based on a significant number of interviews with senior B2B CFOs and CMOs – which offers ambitious marketers a 5-step playbook to more financially-accountable marketing.
  • At the heart of the issue is the urgent need for marketers to adopt – in partnership with finance – shared objectives, language, and metrics tied to measured value creation.
  • This more financially accountable approach requires marketers to reject...

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