Brands need to create a language of effectiveness

The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.

Jargon can be a useful shorthand for people working in particular industries or disciplines. Everyone understands what is being discussed, everyone is on the same page. But it can be the enemy of effectiveness, as people take away different interpretations...

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