Shared Vision Between CFO and CMO in Marketing

The insightful revelation is the importance for a marketer when the CFO discusses both short-term and long-term perspectives. This allows a common understanding and vision. The use of a CMM tool to assess impacts on these aspects brings clarity. Working within the context of the current business situation is crucial. Alignment in the goals of short-term delivery and long-term health serves as a strong connection point. An example from Kristi Hoskins, CMO of Lazy Boy Home Furnishings, highlights the significance of agreed-upon metrics and third-party data sources to bridge any role-based tensions. Additionally, a shared belief between the CFO and CMO that brand strength and creativity are vital for business success, along with viewing marketing as a strategic tool rather than merely support, is crucial. The journey becomes tougher if the CFO lacks this perspective, as highlighted by the experience of Bob Lucian, CFO of Lazy Boy, but reaching alignment is still achievable.