Think at a Glance: Why the CFO needs to be in your marketing meeting

Think at a Glance: Why the CFO needs to be in your marketing meeting ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ [View as webpage]( =/R00hfHFONI000090GYPUEX0 [ Image ] [[?utm_medium=email&utm_source=d-newsletter&utm_team=twg-us&utm_campaign=TwG-US-NL-2021-02-26-Marketing-power-couple-CFO-and-CMO-Knak-Pilot&utm_content=img-logo]] Think at a Glance Think at a Glance Digital transformation is accelerating — be sure you’re keeping up Digital transformation is accelerating — be sure you’re keeping up INSIGHTS & TRENDS Meet the new marketing power couple In the world of digital transformation, it is increasingly important that the CFO views marketing as a growth driver, not simply a cost center. And that means they need to be in sync with the CMO. That’s exactly why Zach Morrison, CEO of performance marketing agency Tinuiti, tells clients, “If the chief marketing officer is coming to the meeting, the chief finance officer has got to be there too. Because if not, we’re not going to make any progress.” You may have heard that CMOs have the shortest tenure in the C-suite. But not many people know that CFOs have the second-longest runs after CEOs. As marketing becomes more about lifetime customer value, the CMO needs time and agility to succeed. And with the CFO by their side, this becomes possible. Together, this duo — which Morrison calls “the new power couple” — can make the case for investments that will unlock growth and innovation. Vital to that relationship, writes Morrison, is digital marketing. “Digital marketing is measurable, accountable, and predictable — three words the CFO lives and breathes. Having their alignment is often the key to unlocking funds and the catalyst for digital transformation, empowering the CMO to make bolder decisions.” [Read more]( QUOTABLE “Evolution meant expanding the ways in which customers experience the brand digitally.” — Jay Jaffin, CMO, Western Union [How Western Union simplified money transfer during the pandemic](=/R00hfHFONI000090GYPUEX0) DATA FEED 47% of those who use their smartphones to shop expect all automotive brands to use augmented reality. [Read more]( Received this email from a friend? [Sign up here](/R00hfHFONI000090GYPUEX0). [More on Think with Google >](/R00hfHFONI000090GYPUEX0) Follow us [Linkedin]( [Twitter](/R00hfHFONI000090GYPUEX0) [Facebook](/R00hfHFONI000090GYPUEX0) This email was sent to {EMAIL} because you signed up for the latest from Think with Google. If you don't want to receive this newsletter in the future, please [unsubscribe here]( (this is a one-click opt-out). © 2021 Google LLC. All Rights Reserved. Google and the Google logo are trademarks of Google LLC. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043.