Research by Deloitte highlights the correlation between C-suite alignment on marketing performance metrics and revenue growth. High-growth companies are significantly more likely to report agreement among executives on how to measure marketing’s impact, with 79% of such firms indicating strong alignment compared to 55% of lower-growth peers. This underscores the importance of CFO–CMO collaboration in driving business performance.
The CFO’s Role in Digital Marketing Transformation Funding Innovation
As organizations invest in digital transformation, CFOs are increasingly involved in evaluating and funding new marketing technologies, such as:
Customer relationship management (CRM) platforms
Marketing automation tools
Data analytics and attribution software
By applying financial discipline to these canadian biotechnology email list investments, CFOs help ensure that technology adoption delivers tangible ROI and supports scalable growth.
Scenario Planning and Agility
The fast-paced nature of digital marketing requires agility in planning and execution. CFOs contribute by:
Running scenario analyses to assess the financial implications of different marketing strategies
Enabling rapid reallocation of budgets in response to market shifts
Supporting test-and-learn approaches that balance innovation with risk management
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