Faaez Samadi
Mar 12, 2019

Plugging the disconnect between finance and marketing

Although CFOs and CMOs are still somewhat misaligned in terms of goals and mutual trust, the distance between them is shrinking, according to exclusive research by Campaign and Kantar.

Campaign's survey finds a gap in the relationship between finance and marketing

The ease of the relationship in which finance and marketing staff interact within a company remains a complex issue for both departments, but there are signs of progress, shows Campaign Asia-Pacific and Kantar’s exclusive research into The Business of Marketing’.

The scale of disconnect between the two departments remains a significant problem, the starkest evidence of this being that only 25% of finance people surveyed said that the marketers they work with are...

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