Insight

Advantages in collaboration between the CMO and CFO

Build financial acumen in marketing, agree on metrics that matter, determine customer value and better manage marketing spend.

Jason Galloway

Jason Galloway

Managing Director, Customer Advisory, KPMG US

+1 314-244-4102

Want to experience greater return on marketing investments and grow more revenue? Marketers need to think beyond their creative side. Strong financial and analytical capabilities equip today's marketing organization to create winning solutions that find and keep customers while also staying within tight budgets and proving the value of marketing's role. Partnership with the finance organization for business alignment and the C-suite's buy-in on campaigns has never been more important.

Working together with mutual respect, chief marketing officers (CMOs) and chief finance officers (CFOs) can ensure that decisions related to marketing spend are data-driven and reflect both good fiscal management practices and the unique needs of a function that must be responsive to changing customer and market demands.

Read our four articles below to learn more. Each will help you understand marketing investment management challenges, advantages in collaboration, and steps to get started on the journey toward a stronger relationship between marketing and finance. 

Articles in this series