"CFOs are increasingly collaborating with CMOs, according to an Ernst & Young LLP survey. Of the 652 finance chiefs surveyed, 54% reported an uptick in communication with the CMO over the last three years.
Still, about a third of respondents said a lack of clear performance metrics linking the finance and marketing departments prevents a closer relationship with the CMO.
Finance chiefs bring fiscal discipline to marketing units, EY found, an indication that there are still cultural barriers to deeper types of collaboration. CFOs want to be more involved in other areas of the marketing, such as helping to identify a company’s product mix and utilizing and analyzing customer data."
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3 Things CEOs Should Expect From Marketing In 2018 - Chief Executive
Regarding #2: pigs shall fly first.
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