The modern marketing-finance partnership begins with a unified set of objectives which typically include pipeline growth, revenue, profitability, and CAC. To build a strong alliance, I suggest focusing on two key areas: 1) Simplify metrics to the critical few that define marketing effectiveness, like cost per pipeline dollar or payback period, and 2) Help finance understand marketing dynamics and nuances, such as attribution challenges and the distinction between demand creation and demand capture/conversion efforts.

Lubna Quraishi, Head of Marketing at Teamwork