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872: Opportunities Along the xP&A Frontier | Dan Fletcher, CFO, Planful

CFO THOUGHT LEADER

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How to Link Finance and Marketing Performance Management Platforms

Don Alvarez was an auditor with Deloitte San Francisco when West Marine went public. He saw the synergies between what F-P&A planning platforms do and what that marketing performance management platform did. Planful is a technology to link finance plan, cascade that into campaigns,. Then link the ROI from things like the CRM and the ad networks.

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