Speaking the CFO ’ s language

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

As the marketer ’ s toolbox continues to grow and they have access to increasingly detailed analytics , it is crucial that other departments are kept up to date with marketing activities and how these will impact the business .

When sharing this information with finance , it needs to be conveyed in a way that aligns with the team ’ s objectives .

This means moving away from qualitative brand metrics and instead

Shared goals can be used to work towards common outcomes , encouraging teamwork and removing the likelihood of departmental silos .

Greg Dos Santos , CFO , Incubeta Americas

presenting quantifiable data that connects marketing activities to financial outcomes and shareholder value .

With the sophisticated tools marketers now have available to them , it has become far easier to depict the customer journey and accurately demonstrate the success of a campaign . Much of the insights gained can be used to drive future strategies , however , to secure buy-in and budget from the CFO , there needs to be a focus on the key financial www . intelligentfin . tech

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