At the Festival of Marketing today Econsultancy published the findings from the new Value of Marketing research, which investigates the sometimes difficult relationship between CMOs and CFOs.
It highlights the difficulties in placing a value on marketing activities, with the majority of both marketers and finance professionals still unable to provide a figure for their return on investment.
In addition, there are significant tensions and differences in opinion between marketers and finance departments which may be impeding both business and marketing success.
Published in partnership with Marketing Week, the report is based on in-depth interviews with nine senior brand-side marketers and nine senior finance officers, as well as an online survey of 171 senior finance executives and 100 brand-side marketers.
Here’s a summary of four key trends identified in the report…