PLANNING & BUDGETING
Are you ready to
budget for shifting customer demand?
planning
and
budgeting
Be ready for what’s next with
You can only be as fluid as your customers if you’re agile enough to meet their changing needs.
PLANNING & BUDGETING
PLANNING & BUDGETING
and the CMO
between the CFO
between the CFO
and the CMO.
That kind of agility requires a strong relationship
PLANNING & BUDGETING
TALENT, TEAMS & CULTURE
The most future-facing CFOs really understand
the power of marketing
to have a measurable
impact on business performance, which
means they don’t view it as a cost center anymore.”
CEO, TINUITI
ZACH MORRISON
“
PLANNING & BUDGETING
growth
PLANNING & BUDGETING
While CMOs and CFOs are both trying to
attain the same goal...
efficient
PLANNING & BUDGETING
...CFOs have traditionally seen marketing as a fixed cost and something to be reined in at the first sign of uncertainty.
But capped marketing budgets place an artificial limit on growth.
efficient
profitable outcomes?
PLANNING & BUDGETING
Why limit budgets
if they’re delivering
empower marketing.
it's the CFO’s job to
without taking big risks,
unlock growth
PLANNING & BUDGETING
If the CMO can show
how marketing can
PLANNING & BUDGETING
With flexible budgets, marketers can swiftly respond to shifts in customer demand and capture every valuable conversion.
SEBASTIAN KLAPDOR
EVP AND CHIEF DATA OFFICER, VISTAPRINT
The ability to calibrate investment levels with
our machine learning data products in real time has helped us continue to drive profitability.”
“
PLANNING & BUDGETING
that have the potential to scale into always-on strategies.
Working together, the CMO and CFO can also design
low-risk experiments
PLANNING & BUDGETING
TALENT, TEAMS & CULTURE
We typically see 2.5X more impact from campaigns that started with an experiment versus those that didn’t.”
GLOBAL DIRECTOR OF GROWTH LAB, GOOGLE
MATTHIEU PELLERIN
“
PLANNING & BUDGETING
but today, only 26% of senior managers strongly agree that their KPIs are aligned with their organization’s
strategic objectives.
PLANNING & BUDGETING
The key to a strong
working relationship lies
in shared language and success metrics,
1
PLANNING & BUDGETING
CMOs and CFOs
can promote collaboration by setting departmental goals aligned with those of the wider business
and expressed
in commonly understood language.
marketing’s value
to the CFO, and to the wider C-suite.
PLANNING & BUDGETING
Achieving those shared goals can demonstrate
Being ready to keep up with shifting customer demand means
treating planning and budgeting not as a
siloed annual event,
but as a collaborative
daily exercise.
PLANNING & BUDGETING
PLANNING & BUDGETING