Harvard Business Review

MARCH 6, 2013

Once upon a time, marketers would often quote the old saw attributed to merchant-magnate John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." But CMOs are now exploiting real-time data and insight into advertising performance, and driving measurable business growth.

CFO 8

CFO Advertising Finance Marketing 8

Harvard Business Review

NOVEMBER 25, 2013

In our work with clients across dozens of sectors over more than five years, we have found that the strongest CMO/CFO partnerships develop when both parties undertake five actions: 1. CMOs need to start building this relationship by having a clear understanding of what CFOs expect. Why is this so challenging?

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

OCTOBER 3, 2018

At one point, the CEO indicated that he would know that the right shift had occurred when the CFO, chief strategy officer, and other C-level leaders were seeking the CMO’s advice on strategic business problems. In fact, I can’t remember the last time I talked about ‘advertising’ or showed creative to leaders.”

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

MAY 4, 2012

This in turn can produce whisper numbers in the market, making it confusing to discern whether the company has in fact met or exceeded the market's expectations and perhaps eroding the CFO's credibility with the investment community. After weighing the pros and cons, I come down on the side of not providing guidance.

CFO 11

CFO Metrics Price Depreciation 11

Harvard Business Review

MAY 28, 2018

With a $25,000 personal investment and a small office in her home, she began aggregating sales leads and aggressively acquiring customers through very traditional marketing means — like yellow page advertisements. It was 2001, and online advertising was at its nascent stage.

Retail 8

Retail Audience Budgeting Advertising 8

Harvard Business Review

JULY 17, 2014

Consider how USAA – the nation’s 6 th largest consumer P&C insurer – has reinvented how marketing, finance and data analytics work together, starting with a first-ever partnership between the CMO, CFO and Chief Data Analytics officer. Advertising Finance Marketing' The Future of Marketing, as Seen at Cannes Lions.

Finance 13

Finance Marketing P&L ROI 13

Harvard Business Review

JANUARY 16, 2013

No advertising innovation: The "I'm a Mac/"I'm a PC" campaign ran for three and a half years without a refresh. In 2004, Apple's CFO, Fred Anderson, left the company. Volatile stock: In 2008, under Jobs, the stock price dropped by more than 50%. Bad quality control: MobileMe, antenna-gate. No iPad mini at all.

Marketing 11

Marketing Stage-Gate Advertising Price 11

Harvard Business Review

JANUARY 28, 2015

the percentage of people who commit once they’ve received a rate quote), they could see those segments where the ratios were poor and immediately shut down the digital advertising in those markets. When looking at quote and bind ratios (i.e. See the customer journey all the way through.

COO 8

COO Planning Metrics Call Center 8

Harvard Business Review

MAY 31, 2011

If you are a CFO for a large company, Lady Gaga's videos and that Chrome ad looks like an affront to civic virtue and private decency. I was giving a talk to a roomful of managers about contemporary culture the other day, and someone asked darkly what I thought of the "dissoluteness." I got what he was saying.

CFO 14

CFO Objective Video Fashion 14

Women on Business

JANUARY 25, 2011

It’s not rocket science, but it is surprising how many CFO’s and managers don’t stop to evaluate the effectiveness of their meetings. Assign tasks and ask if there are questions. Wrap up the meeting with a summary of accomplishments and next steps action items.

Press Release 140

Press Release Discount PR Magazine 140

Harvard Business Review

MAY 8, 2012

In one of the industry's most hotly-contested advertising accounts, dozens of agencies' pitches were winnowed down to two contenders. Real conversation with 11-year-old son: Priceless." ), Mom told practically anyone who would listen that I wrote and executed the entire campaign single-handedly.

Belief Systems 16

Belief Systems Tips Audience CFO 16