Send This to Your CFO ... Anonymously

Pat LaPointe

Pat LaPointe likens parent-child dynamics to the relationship between finance and marketing departments, with finance controlling budgets and auditing but often asking the wrong questions of marketing to get the information it needs.

Send This to Your CFO … Anonymously

Pat LaPointe

MarketingNPV

Attention, all finance executives seeking to understand the return on marketing investments.

Over the years, I’ve learned that if I come home to find something in the house broken or missing, I’m much more likely to get the truth if I ask my kids, “Does anyone know anything about <fill in the blank>” than if I ask, “Who broke this?” or “Who took my <whatever>?” The latter approach immediately sends everyone into damage-control mode; the former gives them a bit more latitude to respond in a responsible way. They sense,...

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