1、Marketing to the CFO:The way back to VALUE for Marketers02FOREWORD06EXECUTIVE SUMMARY37ACCOUNTABILITY03INTRODUCTION“MARKETING TO FINANCE”09WHY MARKET TO THE CFO?AND WHY NOW?43LANGUAGE69EVIDENCE05AUTHOR BIOGRAPHY53UNDERSTANDING83CONCLUSION87APPENDIX92GLOSSARY OF TERMS19VALUETable of ContentsAs a spon

2、sor partner of the IPA EffWorks thought leadership programme,LinkedIn is driving important new learning in B2B marketing through the B2B Institute.This new publication is no exception.Building on two earlier research studies by Fran Cassidy on marketing and the C Suite,and finance,Culture First(IPA

3、2017)and Building Bridges with Finance(IPA 2018),this study identifies the need for evidence to demonstrate the value of brand stewardship in B2B.B2B companies often sell products in fairly undifferentiated competitive sets with long sales cycles,and this report outlines the great variation in conne

4、ction between marketing and finance in companies across the sector.Frans VALUE framework,launching in this paper,I hope will facilitate greater two-way collaboration between marketing and finance in B2B.It provides a manual for marketers of all persuasions to broaden the contribution of their discip

5、line,to reframe their use of language and data,and to regain relevance and trust with the C-suite.Fran advocates a strategic approach to marketing which provides the opportunity for CMOs to influence decisions about pricing,digital policy,data,the budgeting and delivery of marketing campaigns,and a

6、greater role in the future direction of their business.This publication is unusual in providing evidence and opinion from both sides of the fence.The many helpful quotations which bring the narrative thread to life demonstrate this is a live issue.The size of the opportunity is vast.We ignore it at