Building Blocks

LaPointe, Pat
May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p19
Marketing and finance must be aligned before the CEO can authorize any significant increase in marketing investment levels. Yet most often, effective marketing/finance relationships depend on strong personal ties between CMO and chief financial officer (CFO). If good chemistry isn't an option in your world, you'll need a backup plan. This article offers 10 suggested building blocks to better collaboration between CMO and CFO on the measurement of marketing payback.


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