Trends Report

Collaborate With Finance To Prove Marketing's Business Value

Align Goals To Ensure Marketing Continues To Contribute To The Bottom Line

May 17th, 2017
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Mary Pilecki , Bill Nagel , Arleen Chien , Christine Turley

Summary

Competition, consumer choice, and innovation force firms to scrutinize key financial metrics to meet revenue goals and keep up with market demand. B2C marketers are now more accountable and must connect marketing's value to key business indicators. Collaborating with finance to show marketing's impact on financial metrics helps marketers get more buy-in from the business and calculate future marketing risks and opportunities. This report shows marketers how to effectively collaborate with finance to ensure that marketing drives business value.

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