Her CFO Tips: Identify the Financial Story Behind Your Marketing Campaigns

We all want what’s best for our company. However, our teams may execute things differently. Often, we see tension between our marketing and finance teams: our companies' creative and analytical branches, respectively. They may not see the eye-to-eye on the best way forward. Marketing may feel that finance is trying to cut their resources. In contrast, finance thinks that marketing is spending too much without measuring results. To resolve this conflict, we need to find a common language betwe...