Summary
It can be lonely at the top, especially for CMOs who find themselves constantly trying to justify the marketing function — defending its value as an investment that drives revenue rather than an expense to cut. But that doesn’t mean they have to go it alone. The CFO is the key to unlocking marketing-to-business alignment. Forrester spoke with more than 35 B2C CMOs about their relationships with their CFO counterpart. This report helps marketing leaders apply best practices in wrapping marketing with a finance point of view.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).