In this session, we’ll feature the winning efforts of Hortonworks’ Marketing department. A year ago, this team was challenged with unreliable spreadsheet budgeting, no visibility into actual spend, an inability to compare spend against plan, and little insight into marketing ROI.
Carey Rutigliano, Hortonworks’ Director of FP&A, will share how they gained control of their marketing investments, built trust between Finance and Marketing, and made changes that directly improved their marketing performance.
In this session, you’ll learn:
How Marketing, Finance and Sales at Hortonworks overcame interdepartmental tensions, learned to speak the same language and developed collaborative strategies for growth
5 essential questions every Marketer should ask Finance during planning season
How Hortonworks leveraged Marketing Performance Management technology to win Finance as a trusted advisor, increase visibility into marketing spend and run marketing more effectively.
Watch the webinar recording here: https://content.allocadia.com/webinars/why-how-to-break-down-the-wall-between-marketing-and-finance
Webinar: Why & How to Break Down the Wall Between Marketing and Finance
1.
2.
3. Today’s Agenda
1. Why is the Marketing-Finance relationship so important?
2. Why is it so hard?
3. Five must-have discussions
4. Q&A
4. Poll
How would you describe the relationship between Marketing and
Finance at your organization?
1. We’re like life-long dance partners
2. There’s respect, but no love
3. Like Trump and Kim Jong-un
6. Marketing is the largest source
of discretionary spend in the
company. And Finance holds the
purse strings.
7. Strong CMO/CFO relationships
help the CMO redefine the
perception of marketing from a
cost center to a strategic
investment and P&L center.
SiriusDecisions
9. 3X
2017 MPM Maturity Benchmarking Report, Allocadia
High-growth companies are
three times more likely to
collaborate with Finance to
track investments and
measurements.
10. “I recommend bringing the
finance partner as close as
possible...almost consider them
an honorary marketing team
member.”
Ken Evans, Senior Director of Marketing Operations, Fuze
11. “Only 14% of marketers say
Finance is a trusted strategic partner.
28% have little or no relationship at all.”
Allocadia Marketing Performance Management Benchmark Survey, 2016
http://bit.ly/mpmbenchmark
12. Why is it so hard?
Tear Down The Wall
September 2017
13. Marketing is the largest source
of discretionary spend in the
company. And Finance holds the
purse strings.
14. “Marketing is the most visible
discipline in the C-suite, and
hence the most exposed when
the company misses its targets
or objectives.”
Allison Cerra
CMO, McAfee
26. Carey Rutigliano
Director, Financial Planning
& Analysis
Allocadia is an awesome tool. It is
simple to use as well as intuitive.
It provides the Marketing and Finance
organizations what they need and what
it shows us is not just budgets, but it
helps us understand the health of
our business.”
This is the slide I wanted to open with, but my marketing director wouldn’t let. Something about it being off-brand, and a copyright infringement. Oops… full attribution to Roger Waters and Pink Floyd!
Jeff: Here’s my perspective of why it’s important
CEOs lean heavily on their CFOs to balance and optimize operational and financial business performance and position the company to investors. Accordingly, CFOs are often the CEO’s right hand and have a great deal of corporate longevity and broad influence over functional operations and budgets.
Jeff: We ran a survey last year asking about this very topic, and here’s what we heard
Impact of dialing up and dialing down spend
Cash position
Timing – 6-month lag!
Details – he said/she said
Cash position
Tattle-tale – misreprnsented by finance if marketing isn’t in the room with the CFO/COO
Bad Cop
CMOs must engage CFOs as a real business partner year-round – not just during planning and budget season. Establishing a solid relationship with the CFO will help the CMO redefine the perception of marketing from a cost center to a strategic investment and profit center, serving both leaders with more efficient and aligned corporate growth.