webinar: why & how to break down the wall between marketing and finance
TRANSCRIPT
Today’s Agenda
1. Why is the Marketing-Finance relationship so important?
2. Why is it so hard?
3. Five must-have discussions
4. Q&A
Poll
How would you describe the relationship between Marketing and Finance at your organization?
1. We’re like life-long dance partners
2. There’s respect, but no love
3. Like Trump and Kim Jong-un
Why the Marketing-Finance Relationship Is So ImportantTear Down The Wall
September 2017
Marketing is the largest source of discretionary spend in the company. And Finance holds the purse strings.
Strong CMO/CFO relationships help the CMO redefine the perception of marketing from a cost center to a strategic investment and P&L center.
SiriusDecisions
Marketers live and die by the numbers.
3X2017 MPM Maturity Benchmarking Report, Allocadia
High-growth companies are three times more likely to collaborate with Finance to track investments and measurements.
“I recommend bringing the finance partner as close as
possible...almost consider them an honorary marketing team
member.”
Ken Evans, Senior Director of Marketing Operations, Fuze
“Only 14% of marketers say
Finance is a trusted strategic partner.
28% have little or no relationship at all.”
Allocadia Marketing Performance Management Benchmark Survey, 2016http://bit.ly/mpmbenchmark
Why is it so hard?Tear Down The Wall
September 2017
Marketing is the largest source of discretionary spend in the company. And Finance holds the purse strings.
“Marketing is the most visible discipline in the C-suite, and hence the most exposed when the company misses its targets or objectives.”
Allison CerraCMO, McAfee
Forecasting
Amortizations
Accruals
Strategic Alignment
Trust
5 Must-Have ConversationsTear Down The Wall
September 2017
1. Annual revenue target,
and Marketing’s share
2. Other Marketing KPIs
3. Align Marketing cost centers
with Finance G/L accounts
4. Define and manage the process
for amortizations and accruals
5. Define and understand
Customer Value
Carey Rutigliano
Director, Financial Planning
& Analysis
Allocadia is an awesome tool. It is
simple to use as well as intuitive.
It provides the Marketing and Finance
organizations what they need and what
it shows us is not just budgets, but it
helps us understand the health of
our business.”
Thank you!
allocadia.com/get-started
content.allocadia.com/case-studies
@allocadia