Bridging the gap: CMO vs CFO
As marketing spend hits new highs, CFOs demand greater insight into ROI. With very different measures of value, there are huge opportunities for conflict between marketing and finance.
Where is the common ground?
With a background as both CMO and CFO for organisations such as eBay, and now CFO for Optimizely, I like to think I’m uniquely placed to understand how best to overcome the natural tension between finance and marketing.
In fact, consensus is not only possible, it is essential.