Forrester has published a new report ‘Collaborate With Finance To Prove Marketing’s Business Value‘ outlining  current state of the marketing and finance relationship.

In her blog post, Tina Moffett advises marketers to become financially savvy.

Muffett says, “Marketers must be held to a rigorous performance standard, where they’re measuring the financial impact of their digital, mobile, and direct marketing efforts.

First, Marketers must become financially savvy.  But it’s not in their DNA, right?  Well, they need to change thier mindset. They must join forces with their finance colleagues to understand business goals, align their performance language, and agree upon metrics that will show marketing’s value.  Marketers need to lose the “click through” rate mentality, and embrace revenue driven metrics. We double dog dare you to ask your CFO to boost marketing budget because of that impressive 0.05% click-through rate.   Guess what? It’s not going to happen“.

Marketers should Embrace Revenue Driven Metrics

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