A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
Finance is, naturally, crucial to marketing: it controls the budget, it judges how the value of marketing is measured, reported, and rewarded in an organisation. Despite this, most people, and many marketers, tend to focus on the alignment of sales and marketing, given their similar area within a business. A new report from the IPA sets out to challenge this.
Marketing to the CFO: The way back to VALUE for Marketers, is a playbook that seeks to establish the basics for adopting – in partnership with finance – shared objectives, language, and metrics to measure the value of marketing.
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