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I experienced an event that transformed my concept of what was possible with interdepartmental bridge building early in my career: a CMO got the finance team genuinely excited about working with marketing. ‘Impossible,’ you say? But it really happened.
I witnessed my marketing leader make finance his actual strategic partner in crafting promotions that drove both revenue growth and marketing performance targets. The outcome? We secured major increases in advertising spend because finance trusted our metrics. Then, we shattered every target we set.
That experience fundamentally changed how I view marketing leadership. Here’s the hard truth: too many CMOs view finance as
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