Aligning marketing and finance is important, but getting there can be a challenge.
The magic happens when your department’s financial acumen and priorities meld with marketing’s priorities. Even if you’ve not enjoyed strong cross-functional collaboration with marketing in the past, there’s never been a better time to renew your efforts and work together to shift the conversation.
Alignment is the first step toward accountability, and accountability derives from access to relevant metrics and analytics. Once you’re aligned with marketing you’ll be able to discern jointly what data you need, what metrics to dashboard, and which analytics will get you there.