It should come as no surprise, but here’s one reason for the disconnect between top marketing and financial officers: They use different metrics to calculate return on investment.
A recent survey of 522 executives by Direct’s sister publication Business Finance found that CMOs are concerned with sales volume, conversions and leads while CFOs focus on profitability, gross revenue and cash flow.
And the poll noted disparities in how both sides view their companies. Marketers tend to think they should have more influence on strategic direction.
They’re right
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