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1、Economic Adversity Will Test Their Resolve for Collaboration and InnovationMARKETING&FINANCE:FUELING INNOVATION OR FALLING BEHIND?MARKETING&FINANCE:FUELING INNOVATION OR FALLING BEHIND?2 2023 CMO Council All rights reserved.TABLE OF CONTENTSIntroductionWillingness To CollaborateFuture Focused Mindse

2、tCapabilities:Innovation,Agility,Collaboration,PerformanceCustomer Data as Common LanguageOvercoming ObstaclesKPMG Expert CommentaryFiserv:Megan PannierVitamin Shoppe:Nadina GuglielmettiSchneider Electric:Shonodeep ModakAgios Pharmaceuticals:William Lumpkin368912131416171819SECTION 2:SECTION 1:SOUND

3、 OFFCOLLABORATION&ALIGNMENTMARKETING&FINANCE:FUELING INNOVATION OR FALLING BEHIND?3 2023 CMO Council All rights reserved.Economic headwinds have arrived,and chances are,youre not prepared.According to this study,only 10%of marketing leaders strongly believe their marketing investments,whose reins ar

4、e often held by finance,position them to emerge from economic turmoil ahead of the competition.Worse,marketers know finance puts budgets,including the marketing spend,under the microscope in times like these.Yet marketing is expected to help the company weather the storm,get ahead of disruption,and

5、zigzag to the customer sweet spot.If you want to right the ship,youll need to allow for agility and innovation.Further,our study also found that only 16%of marketing leaders feel very confident in their marketing-finance alignment to make fast and agile investments.Too many marketers are unsatisfied

6、 in their ability to innovate.If marketing and finance wish to successfully navigate economic headwinds,theyll need to redefine their working relationship and align on financially responsible growth strategies that prioritize smart,realizable,innovative investments.INTRODUCTIONYOUR CURRENT MARKETING