Why can’t we be friends? Five steps to better relations between CFOs and CMOs

The application of data analytics offers a useful approach to build more collaboration in support of stronger growth.  The strongest CMO–CFO partnerships develop when both parties take five actions: open their books to scrutiny, focus on the metrics that matter, balance short-term and long-term value creation, consider savings as well as spending, and seek opportunities to collaborate.

Read the full article here>