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4 ways CFOs can help chief marketing officers drive growth

by Sabine Vollmer | Sep 22, 2015   ()

Many CFOs have taken note of the valuable customer data that digital technology is generating for the marketing department and have sought a closer relationship with the chief marketing officer, a globalEY survey on the changing role of the CFO suggests.

Nearly two-thirds (63%) of the 652 CFOs polled by EY said their involvement with marketing has increased in the past three years, and 54% said they are collaborating more with the chief marketing officer (CMO) to develop new products and services.

A strong relationship between finance and marketing can help a business achieve profitable, sustainable growth in the digital economy, but the CFO and the CMO have to first overcome relationship barriers such as the absence of common tools and processes and continued cultural differences.

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Source: CGMA Magazine
Source: CGMA Magazine

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