How CMOs Can Get CFOs on Their Side
Harvard Business Review
NOVEMBER 25, 2013
Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent). CMOs need to start building this relationship by having a clear understanding of what CFOs expect.
8 
Let's personalize your content