The strategic connections between the CFO and marketing have never been stronger. Here are some salient quotes from this excellent article from Fast Company on why marketing and finance need to work together.
"The CFO role is evolving into a key consigliere to the CEO."
"Today’s CFOs are expected to play the role of both COO and CFO. This means that your CFO may also be responsible for additional activities such as prioritizing a finite set of company resources, communicating the strategy across the company, implementing performance and recognition programs, and overseeing staffing levels and team incentives to fulfill the company’s requirements."
“Approaching your CFO to test your marketing budget before approaching the CEO is a great strategy, because the CEO will often ask us what we think first before making a decision.”
Read the full article: