Magic and Logic: Bridging the Marketing Gap
Charles KirchnerMSC Marketing Supply Chain International Ltd
In large brand-led organisations there is typically significant tension between the finance and marketing departments. The finance team frequently ask 'Why doesn't marketing spend their money wisely?' while the marketers will be asking'Why doesn't finance trust us?' Finance is now turning the screw by introducing procurement professionals to apply the rigour of professional purchasing to marketing activities. Marketers are fearful that their opportunity to set the agenda will be further eroded.
At the heart of the issue lies a widespread suspicion that marketers' commercial skills...