Marketing & finance need strong bonds to innovate & grow
Learn how marketing and finance can redefine their working relationship to align on financially responsible growth strategies, and not get left behind
A better relationship means better business
Economic headwinds have arrived, and the marketing-finance relationship is far from fortified. Very few marketing leaders strongly believe their marketing investments position them to emerge from economic turbulence ahead of the competition.
We’ve also found marketers apprehensive in their ability to make fast, agile decisions on spend. Yet they’re expected to help the company nimbly weather the storm and get ahead of disruption.
To navigate these headwinds, redefining their collaboration and aligning on sound growth strategies is crucial. The CMO Council and KPMG's joint study delves into this relationship, showcasing how a robust marketing-finance relationship can impact innovation, agility, collaboration and performance of their investments.
What’s being said on overcoming siloed perspectives and lifting the “marketing fog”:
Once you have that visibility, it becomes much easier to activate your programs and campaigns and move at the speed that the market desires.
Jim Williams
CMO, Uptempo
We surveyed over 350 marketing leaders across a multitude of industries and geographies, as well as conducted in-depth interviews with marketing executives from Schneider Electric, The Vitamin Shoppe, Fiserv, Agios, and more.
Our extensive study, developed in partnership with CMO Council, explores:
- The willingness for marketing and investment leaders to collaborate, and the most important areas for alignment.
- Marketing and Finance relationship capabilities touching on innovation, agility, collaboration, and performance.
- Challenges with co-ownership of customer data and overcoming other obstacles that lie ahead.
Key findings
Our study has found that there is a prevailing lack of confidence and willingness to collaborate between marketing and finance. Only a fraction of marketing leaders are confident in their investments' resilience amid economic challenges, and the apprehension toward collaboration presents high hurdles for innovation and growth.
10%
of marketing leaders strongly believe their current marketing investments position them to emerge from economic turmoil ahead of the competition.
22%
of CMO-CFO partnerships are very willing to collaborate.
16%
of marketing leaders feel very confident in their marketing-finance alignment to make fast and agile investments.
Marketing & finance need strong bonds to innovate & grow
Economic adversity will test their resolve for collaboration and innovation
Explore more
Insight
The key to driving marketing ROI
Embrace marketing effectiveness measurement to build trust across the C-Suite (and improve ROI while you are at it)
Insight
Drive revenue by rethinking marketing/sales collaboration
Learn how sales and marketing leaders are enabling new customer-centric purchasing paths by redefining the sales-marketing relationship
Insight
Simplify your MarTech ecosystem for clarity and growth
Cut spend and increase impact by simplifying your MarTech stack
Meet our team
KPMG Customer Advisory helps some of the world's leading marketing, sales, and service professionals make the right investments that deliver meaningful, sustained growth. At every step, we deliver insights that help you make decisions with precision and confidence. Together, we’ll turn opportunities into tangible, transformative results. Let’s start the conversation.
