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Forrester Report: “The CMO And CFO Alliance”


The pressure on CMOs to prove marketing’s business impact has never been higher – yet the relationship between finance and marketing leaders within organizations can often become muddied. A recent report from Forrester®, “The CMO And CFO Alliance, The Key to Unlocking Marketing-To-Business Impact Is An Embedded Partnership”, clears the waters and offers the best practices marketing leaders should follow in order to build a stronger, more successful cross-departmental relationship with finance.

 

As the report states, “It can be lonely at the top, especially for CMOs who find themselves constantly trying to justify the marketing function – defending its value as an investment that drives revenue rather than an expense to cut.”* Within the report, you’ll find insights into how and why a stronger relationship with the CFO can be the best path to marketing success and moving from defensive to offensive.

 

Access a copy of the report to learn more about:

 

  • How to identify meaningful metrics in partnership with the finance team
  • How to move from a detached to embedded relationship with finance
  • How to translate marketing jargon into financial literacy and improve confidence in numbers

 

 

* “The CMO And CFO Alliance, The Key to Unlocking Marketing-To-Business Impact Is An Embedded Partnership” by Mike Proulx, Tina Moffett, Dipanjan Chatterjee with Keith Johnston, Bret Sanford-Chung, Jim Nail, Thomas Husson, Cole Walsh, Kara Hartig, August 2021