PLANNING & BUDGETING

Are you ready to
budget for shifting customer demand?

planning
and
budgeting

Be ready for what’s next with

You can only be as fluid as your customers if you’re agile enough to meet their changing needs.

PLANNING & BUDGETING

PLANNING & BUDGETING

between the CFO
and the CMO.

That kind of agility requires a strong relationship

PLANNING & BUDGETING

The most future-facing CFOs really understand
the power of marketing
to have a measurable
impact on business performance, which
means they don’t view it as a cost center anymore.”

CEO, TINUITI

ZACH MORRISON

PLANNING & BUDGETING

growth

PLANNING & BUDGETING

While CMOs and CFOs are both trying to
attain the same goal...

efficient

PLANNING & BUDGETING

...CFOs have traditionally seen marketing as a fixed cost and something to be reined in at the first sign of uncertainty.

But capped marketing budgets place an artificial limit on growth.

efficient

profitable outcomes?

PLANNING & BUDGETING

Why limit budgets
if they’re delivering

empower marketing.

it's the CFO’s job to

without taking big risks,

unlock growth

PLANNING & BUDGETING

If the CMO can show
how marketing can

PLANNING & BUDGETING

With flexible budgets, marketers can swiftly respond to shifts in customer demand and capture every valuable conversion.

SEBASTIAN KLAPDOR

EVP AND CHIEF DATA OFFICER, VISTAPRINT

The ability to calibrate investment levels with
our machine learning data products in real time has helped us continue to drive profitability.”

PLANNING & BUDGETING

that have the potential to scale into always-on strategies.

Working together, the CMO and CFO can also design
low-risk experiments

PLANNING & BUDGETING

We typically see 2.5X more impact from campaigns that started with an experiment versus those that didn’t.”


GLOBAL DIRECTOR OF GROWTH LAB, GOOGLE

MATTHIEU PELLERIN

PLANNING & BUDGETING

but today, only 26% of senior managers strongly agree that their KPIs are aligned with their organization’s
strategic objectives.

PLANNING & BUDGETING

The key to a strong
working relationship lies
in shared language and success metrics,

1

PLANNING & BUDGETING

CMOs and CFOs
can promote collaboration by setting departmental goals aligned with those of the wider business

and expressed
in commonly understood language.

marketing’s value

to the CFO, and to the wider C-suite.

PLANNING & BUDGETING

Achieving those shared goals can demonstrate

Being ready to keep up with shifting customer demand means
treating planning and budgeting not as a
siloed annual event,
but as a collaborative
daily exercise.

PLANNING & BUDGETING

PLANNING & BUDGETING

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Inside Google Marketing:
Agility is the new growth

Article

Explore the Route to Ready

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