We hear from an Americas-based perspective on how there is potential in a ‘ formidable alliance ’ between marketing and finance teams . In this article by Greg Dos Santos , CFO , Incubeta Americas , we explore the opportunities and tech and communication strategies as both departments work toward a unified goal – growing the business .

New York Manhattan , US

Communication is key to any relationship and the partnership between marketing and finance is no different .

While they may have traditionally been seen to operate in different spheres , they are both ultimately working towards the same goal – and that is growing the business .

Yet there is often still a divide between the two .

Marketing may feel like finance doesn ’ t understand the nuances in its strategies and the potential of its technology . Finance , on the other hand , might think that marketing is focussed on the wrong metrics – those that fail to demonstrate

ROI and value creation – and therefore is not managing its budgets responsibly .

This creates a tension that is holding both parties back .

To achieve success , we need to find a common ground and align our strategies .

Marketers have more tools than ever to help provide the insight their finance team needs for reporting , budgeting and forecasting

Finance can support marketing by further demonstrating the impact of their campaigns on business performance . It is all simply a matter of collaboration .

44 www . intelligentfin . tech