Marketing Accountability Standards€¦ · related to the CFO/CMO relationship Partnering for...
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Marketing Accountability Standards Board of the Marketing Accountability Foundation Marketing Accountability Standards Finance & Marketing Working Together Panel Sunny Garga [m]PHASIZE MASB Advisory Chair February 2016 Islamorada
Transcript of Marketing Accountability Standards€¦ · related to the CFO/CMO relationship Partnering for...
Marketing Accountability Standards Boardof the Marketing Accountability Foundation
Marketing
Accountability Standards
Finance & Marketing
Working Together
Panel
Sunny Garga
[m]PHASIZE
MASB Advisory ChairFebruary 2016
Islamorada
2Copyright 2016 MASB
Finance & Marketing Panels I-VI
Jim Meier
(Finance)
Jeff Long
(Marketing)
Kelly Johnson
(Marketing)Mary Sheehan
(Marketing)
Bryon Hobbs
(Marketing)
Michael Blood
(Marketing)
Chris Ciccarello
(Marketing)Scott Shinners
(Finance)
Pam Forbus
(Marketing)Jonathan Short
(Finance)
David Barclay
(Finance)
Jamie Richardson
(Marketing)
Travis Colvin
(Finance)
Partnering for performance
Part 4: the CFO and the chief marketing officer
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Introduction
► The purpose is to share research that can spark dialog
related to the CFO/CMO relationship
► Partnering for performance series (part 4)
1. CFO and CMO: winning team in a digital world
2. CFO-CMO success factors
3. Key activities for CFO-CMO collaboration
► EY global research study
► 652 CFOs conducted by Longitude Research
► Interviews with CFOs, CMOs and EY leaders
Marketing Accountability Standards Board
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CFO & CMO: winning team in a digital world
► Key findings about the relationship
1. 54% of CFOs say collaboration with the CMO has increased
2. 63% of CFOs report increased involvement in marketing
3. CFOs also highlight significant relationship barriers
4. CFOs indicate shift to value-driven mindset has not taken place
► Four CFO-CMO relationships success factors
1. Agree on the metrics that matter for enterprise value
2. Bridge the cultural divide between the two functions
3. Collaborate on marketing’s analytics transformation
4. Team on the marketing planning process
Marketing Accountability Standards Board
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CFO & CMO: winning team in a digital world
Marketing Accountability Standards Board
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CFO & CMO: winning team in a digital world
Marketing Accountability Standards Board
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CFO & CMO: winning team in a digital world
Marketing Accountability Standards Board
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CFO & CMO: winning team in a digital world
Marketing Accountability Standards Board
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CFO-CMO success factors
Marketing Accountability Standards Board
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CFO-CMO collaboration
Marketing ROI priorities for the CFO
► Keep a keen eye on the full picture, and the details
► Meet in the middle on value versus volume
► Bring marketing and finance together for leading practices
► Accept that not all returns are so easy to measure
Digital governance priorities for the CFO► Build a holistic picture of the organization’s digital portfolio
► Ensure digital risk management is part of the governance framework
► Design a governance framework that provides freedom
► Work more closely together to realize digital potential
Marketing Accountability Standards Board
12Copyright 2016 MASB
Today
Jim Meier
(Finance)
Jamie Richardson
(Marketing)
Pam Forbus
(Marketing)
Shyam Venugopal
(Marketing)
Peter Cushing
(Marketing)Karen Ebben
(Marketing)
Stan Balanovskiy
(Marketing)
Robert Reyes
(Marketing)
13Copyright 2016 MASB
Accountability Discussion Guide
How organized?
How working together (Finance & Marketing)?
What accomplished?
What barriers encountered?
What barriers overcome?
Wish lists for further success?
Marketing Accountability Standards Boardof the Marketing Accountability Foundation
Thank-you!
