The finance and marketing therapy session
FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, procurement, consultancy and marketing weigh-in on how to best work with finance teams on business goals
After introducing Kantar research at Campaign360 in Singapore showing a disconnect between finance and marketing objectives, it was time to find ways to bridge the gaps.
In this on-stage session, Shufen Goh, principle and co-founder of R3 said one of the problems feeding into this disconnect is that marketing doesn't always tell their story using numbers and data to maximum effect.
Anne-Gaelle Gonet, head of procurement Asia at the British Council suggested marketers need to better understand finance objectives, including their need for forecast accuracy. Fellow panellist Dominique Touchaud, associate brand director, fabric care portfolio, greater China/APAC at P&G, noted that flawed metrics are adding tensions to relationship.
But all agreed that most success happens when finance and marketing communicate better to hit their shared goal of brand growth.
Have a listen, in this exclusive excerpt for Campaign members.