The relationship between marketing and finance is arguably one of the most important in any business. When these two groups share the same vision and work together to quantify marketing investment returns, the company has a greater chance of accelerating growth.
But that’s easy to say and hard to do when the macroeconomic environment is challenging, and the future looks uncertain.
High inflation and rising interest rates have had a profound impact on marketers and their plans as consumers change their behaviour. Take the food industry as an example. In the UK, marketing teams will have been thinking long and...