A healthy CMO/CFO relationship is one in which the CFO understands that marketing isn’t a cost centre but a revenue generator, according to a panel at the B2B Leaders Virtual Forum Asia 2021.
During the session, entitled “Ensuring the business (and CFO) understand how brand investments create growth over time”, a panel of experts advised marketers on how to ensure “brand” is given the respect it deserves.
Sisca Margaretta, CMO at Experian APAC, shared her experience with a new CFO who joined the business in the middle of 2020 during the COVID-19 pandemic.
She said: “As all CFOs do, they...