Olivia Parker
Mar 5, 2019

Uncertain or "wrong" metrics ruffling the finance-marketing marriage

Despite many regular meetings and discussions, the relationship between CMOs and CFOs could be a lot smoother, finds a panel at Campaign360 — and good metrics are at the heart of this.

L-R: Anne-Gaelle Gonet, Shufen Goh, Dominique Touchaud, Kyoko Matsushita and Campaign's Robert Sawatzky at Campaign360

Catch up with all coverage of Campaign360, Campaign's flagship conference on the business of advertising, here

While marketers love to complain that finance doesn’t understand them, the onus is also on the marketing community to understand the objectives of the finance department, said Anne-Gaelle Gonet, head of procurement Asia at the British Council, in a panel at Campaign360 titled “The marketing and finance therapy session”.

Forecast accuracy is a critically...

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