Marketers: Make Finance your BFF to Succeed

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November 2, 2017 - Joe LaSala, Analytic Partners’ VP of Marketing, considers topics from Forrester Research’s report, “Collaborate With Finance To Prove Marketing’s Business Value“

Times have changed quickly for marketing teams. No longer can we focus on metrics like click-through rates or think about our success on a campaign-by-campaign basis. Like our colleagues on the Finance teams, we need to learn how to look at the big picture and better understand how our efforts impact the bottom line. What’s the best way to achieve this? According to a report from Forrester Research, “Collaborating with finance to show marketing’s impact on financial metrics helps marketers get more buy-in from the business and calculate future marketing risks and opportunities.” More...