Marketing and Finance Leaders Seek Collaboration to Make Smarter Investments, Says CMO Council and KPMG

New Analysis Finds Solely 10% of CMOs Strongly Imagine Their Advertising and marketing Investments Place Them Forward of the Competitors

SAN JOSE, Calif. (September 19, 2023) — Financial headwinds have arrived, and likelihood is entrepreneurs aren’t ready. Solely 10% of selling leaders strongly imagine their advertising investments, whose reins are sometimes held by finance, place them to emerge from financial turmoil forward of the competitors, in accordance with a brand new Chief Advertising and marketing Officer (CMO) Council report, produced in collaboration with KPMG LLP.

The report, “Advertising and marketing & Finance: Fueling Innovation Or Falling Behind?,” examines the advertising and finance relationship and the way advertising leaders can obtain a better stage of confidence of their investments.

The report discovered that challenges to deeper marketing-finance collaboration embody variations in metrics and targets, priorities and incentives, threat evaluation, timetables, and so forth. What’s wanted are stronger connections between price range and advertising planning, execution and efficiency, which is able to give higher visibility throughout advertising and finance groups.

Obtain “Advertising and marketing & Finance: Fueling Innovation Or Falling Behind?” at:

Key findings embody:

  • Solely 10% of entrepreneurs strongly imagine their advertising investments place them to emerge from financial turmoil forward of the competitors
  • Practically 4 in 5 CMO-CFO partnerships aren’t very prepared to collaborate on investments, targets and metrics
  • Amongst CMO-CFO partnerships which might be detached or hesitant to collaborate, solely 27% are glad with their skill to innovate

“If advertising and finance want to efficiently navigate financial headwinds, they’ll have to redefine their working relationship and align on financially accountable progress methods that prioritize good, realizable, modern investments,” mentioned Donovan Neale-Might, government director of the CMO Council.

Unlocking innovation in advertising technique requires alignment and collaboration between advertising, finance and different C-suite friends. To strengthen the CMO-CFO partnership, CMOs ought to:

  • Present how funding of their advertising technique will drive worth for all capabilities of the enterprise
  • Combine buyer information throughout advertising, gross sales and finance and leverage buyer information as a typical language
  • Establish and prioritize steps to enhance 4 core capabilities: innovation, agility, collaboration, efficiency

“A robust relationship between advertising and finance has grow to be much more essential within the present socioeconomic atmosphere to make sure a company’s efficient concentrating on, clear ROI, and clear budgeting,” mentioned Jason Galloway, Buyer Advisory Lead and Advertising and marketing Consulting Apply Lead, KPMG LLP. “A transparent view into the advertising plans and a deeper understanding of present efficiency, permits for higher total buy-in from the finance staff that finally has the ultimate say on price range. Smarter and well timed advertising investments can result in higher profitability and permit organizations to remain forward from the competitors.”


The report is predicated on a survey of over 275 advertising leaders throughout industries and geographies. Moreover, we carried out in-depth interviews with advertising executives from Fiserv, Vitamin Shoppe, Schneider Electrical, Agios Prescribed drugs, and others.

About CMO Council

The Chief Advertising and marketing Officer (CMO) Council is the one world community of executives particularly devoted to high-level information trade, thought management and private relationship constructing amongst senior company advertising leaders and model decision-makers throughout a variety of world industries. The CMO Council’s 16,000-plus members management roughly $1 trillion in aggregated annual advertising expenditures and run complicated, distributed advertising and gross sales operations worldwide. In whole, the CMO Council and its strategic curiosity communities embody greater than 65,000 world executives in additional than 110 international locations overlaying a number of industries, segments and markets. For extra data, go to


KPMG LLP is the U.S. agency of the KPMG world group of impartial skilled providers companies offering audit, tax and advisory providers. The KPMG world group operates in 143 international locations and territories and has greater than 265,000 folks working in member companies world wide. Every KPMG agency is a legally distinct and separate entity and describes itself as such. KPMG Worldwide Restricted is a non-public English firm restricted by assure. KPMG Worldwide Restricted and its associated entities don’t present providers to shoppers.

KPMG is well known for being an incredible place to work and construct a profession. Our folks share a way of function within the work we do, and a robust dedication to neighborhood service, inclusion and variety and eradicating childhood illiteracy. Study extra at

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