From the course: CMO Foundations: Become an Effective CMO

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Uncovering hidden value with your CFO

Uncovering hidden value with your CFO

From the course: CMO Foundations: Become an Effective CMO

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Uncovering hidden value with your CFO

- Let me be blunt. The conversation between CMOs and CFOs must change. Today's top CFOs are looking way beyond cash statements, income statements, and balance sheets, yet many marketers don't understand the many ways they contribute to the organization. Today's top CFOs are treated as business partners with the CEO, not just financial and operational gatekeepers. They oversee a growing number of investment decisions such as talent development, strategy, and IT. In some companies, they also have significant accountability over operational areas. You can either put your head in the sand and stay in your marketing lane, or prove to your CFO that you are a peer who can discover new value drivers. Those are some of the basics, but here's how you can really get the CFO's undivided attention. First, demonstrate how your marketing investment will drive incremental revenue or accelerate current revenue streams. Steer clear of support and expense conversations wherever possible. Next, during…

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