B2B Institute | Fran Cassidy | IPA

The finance team is arguably marketing’s most important stakeholder within the business. Smart marketers see the need for close alignment between marketing and finance, and they know that masterful communication isn’t just an external requirement.

In this report led by the IPA’s Fran Cassidy, we explore the approach of high-achieving CMOs and CFOs. Learn how to change the relationship with insights on the finance mindset based on shared language and trusted relationships within the business.

  1. Understand how value is created for customers and organisation
  2. Be accountable for value creation
  3. Use the language of value creation and of business
  4. Scale the understanding of value creation in financial literacy Understand current CFO relationship and collaborate
  5. Have an evidence based mindset and use value based metrics