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1、CFO and CMO Strategy GuideA Collaboration to Drive GrowthCFO AND CMO STRATEGY GUIDE:A COLLABORATION TO DRIVE GROWTH 2 Copyright 2024.Analytic Partners.All rights reserved.IntroductionAnalysis and measurement play a key role in every business,whether its to understand profit and loss as a finance lea

2、der,or brand and performance marketing results as a marketing leader.However,the offices of the CFO and the CMO see tension.Despite efforts to drive credibility and accountability,marketing remains viewed as a cost-center,and its budgets remain challenged during economic uncertainty.Collaboration be

3、tween CFOs and CMOs can be achieved through a common goal:to drive shareholder value.This creates an opportunity for finance leaders to collaborate with Marketing to harness the full value marketing creates.When Finance and Marketing work together,the combined input has proven to drive significantly

4、 better results versus working in silos.While most marketers believe they have the right data to justify budget requests,more than half highlight they feel pressure from the CFO to demonstrate the impact of marketing actions on financial outcomes.11:cmosurvey.org/wp-content/uploads/2023/09/The_CMO_S

5、urvey-Highlights_and_Insights_Report-Fall_2023.pdfTable of Contents4The CFO and CMO:Differing points of viewFinance and Marketing:Aligning perspectiveFour actionable steps to collaborate and drive growthSummary6711CFO AND CMO STRATEGY GUIDE:A COLLABORATION TO DRIVE GROWTH 3 Copyright 2024.Analytic P

6、artners.All rights reserved.CFO AND CMO STRATEGY GUIDE:A COLLABORATION TO DRIVE GROWTH 4 Copyright 2024.Analytic Partners.All rights reserved.Differing points of viewThe CFO and CMOThe disconnect between CFOs and CMOs is due to their differing viewpoints of the business,which impacts how they commun