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4 Questions Your CFO Hopes You'll Ask...Soon!

Posted by Keen Decision Systems on 4/23/19 9:07 AM

It's no surprise that marketers and financial executives look at the world differently.  Sure, you're both focused on the overall health and well-being of the company. And you both have an interest in making sure your investments on behalf of the business return a profit.

But CMO turnover rates, some recent benchmark marketing surveys and the latest headlines point to a critical gap between marketing's focus on driving business growth and the ability to measure and optimize financial contribution.



If you find yourself in this gap, here are three big questions to ask begin bridging the gap.

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Why ROI Fails to Tell You the Full Story

Posted by Keen Decision Systems on 4/16/19 10:03 AM

Rating returns.

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Marketing Metrics to Delight Even the Most Skeptical CFO

Posted by Keen Decision Systems on 3/12/19 9:52 AM

As a finance leader you've got both feet grounded in the numerical realities of here-and-now. Truth be told it sometimes feels as if your marketing counterparts are floating above on clouds of soft metrics that are disconnected from the business' financial scorecard. 

Why Finance is Skeptical of Marketing

The good news is that this is a cloud with a sliver lining.  First let's understand why this disconnect exists, and then we'll show how technology advances are finally building that much-needed bridge from marketing investments to their financial impact in a quantifiable and even predictable way.

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