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.