Most chief marketing officers (CMOs) say the chief financial officer (CFO) at their firm is willing or very willing to collaborate on investments, goals, and metrics, according to recent research from CMO Council and KPMG.
The report was based on data from a survey of 275 marketing leaders across industries and geographies.
Some 45% of CMOs say their CFO partner is willing to collaborate on investments, goals, and metrics, and 22% say their CFO partner is very willing.
Most CMOs say they're satisfied or very satisfied with their CFO partner across a range of areas, including innovation, agility, collaboration, and performance.
Some 52% of senior marketers say they are confident or very confident that the CMO-CFO partnership at their firm can make agile investment decisions.
Senior marketers say the top factors that restrain better Marketing-Finance alignment are metrics/goals and priorities/incentives.
About the research: The report was based on data from a survey of 275 marketing leaders across industries and geographies.
