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When marketing met finance: how to speak CFO
Manage episode 455907778 series 3625012
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In this episode I speak to Andrea Linehan, Fractional CMO, Advisory Board member for the CMO Council, and previously CMO for CurrencyFair.
Andrea and I have a fantastic discussion about the challenges marketing leaders often face with building a
relationship and communicating with the CFO… or communicating ROI from marketing in general!
We chat about:
- When you're in those budget meetings and the CFO is all about numbers, how can we manage the pressure to
justify marketing spend, especially when a lot of what we do is more long-term or harder to measure?
- Do you ever get the sense that CFOs see marketing as just a big cost centre? How can we flip that narrative and
help them understand the long-term value of brand building and customer engagement?
- The best go-to strategy for proving ROI in areas like content creation or brand awareness, where results are more
intangible, and how we can show it's worth the investment.
Music clip by Filo Starquez, Divergence
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