Best Practice Report

The CMO And CFO Alliance

The Key To Unlocking Marketing-To-Business Alignment Is An Embedded Partnership

August 2nd, 2021
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Keith Johnston , Thomas Husson , Cole Walsh , Bret Sanford-Chung , Jim Nail , Kara Hartig

Summary

It can be lonely at the top, especially for CMOs who find themselves constantly trying to justify the marketing function — defending its value as an investment that drives revenue rather than an expense to cut. But that doesn’t mean they have to go it alone. The CFO is the key to unlocking marketing-to-business alignment. Forrester spoke with more than 35 B2C CMOs about their relationships with their CFO counterpart. This report helps marketing leaders apply best practices in wrapping marketing with a finance point of view.

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