CMO vs. CFO: The Fight That Marketing Effectiveness Can Solve
Sorin Patilinet
Senior Director Marketing Measurement Mars | Marketing Engineer | Wharton Guest Speaker | Strategic Advisor | Author of “Marketing Effectiveness -> Applying Marketing Science for Brand Growth”
The tension between CFOs and CMOs is one of the oldest stories in business.
The CFO wants a clear ROI today and tomorrow. The CMO wants to build the brand for the long term. And too often, both speak completely different languages.
The solution? Marketing effectiveness that speaks the language of the boardroom.
If marketing success is measured in clicks, impressions, and awareness alone, it's an insular battle. Those are signals, not results. Metrics, not KPIs. To shift the conversation, marketing must prove its impact on revenue, profitability, and even share price.
I've seen this work in practice, and its impact is undeniable. It translates directly into pricing power, customer preference, and market leadership.
Think about it: The CFO isn’t against marketing spend. They’re against waste. If you can show how marketing drives short-term sales and long-term brand value, you go from a cost center to a growth driver.
A solid marketing effectiveness practice is the common ground. It’s not about defending the budget; it’s about demonstrating business impact.
So, remove the vanity metrics next time you're asked about marketing performance. Show how marketing moves the numbers that truly matter. That’s how you win the argument—without having to fight at all.
What’s been your biggest challenge in proving marketing’s business impact?
Drop it in the comments.
Let’s talk..
Consumer Goods Leader - Global Category & Marketing Director - International Sales, Marketing and Innovation - FMCG - P&L responsibility - Leadership team - IFA member
3 天前I always felt a healthy debate with the great CFO I’ve been lucky to work with helped me understand their perspective and pushed me to be clearer in my objectives, plan and metrics, therefore ultimately to do a better job - and similarly I want to believe good CFO know that investment is required to built consumer demand and ultimately growth. It is a true partnership ! Bogdan Poberznik Sohail Adam Chee Wah Sim
Senior Marketing & Commercial Executive I Growth & Transformation I Global Brands - Strategic Projects, BSH I Member of Women on Boards Association
6 天前This is the ever evolving beauty of marketing; the always transforming “art of analytics” in driving growth through marketing and a language definitely to be spoken and enjoyed in the CMO -CFO partnership!!
Experienced Global CMO, Category President and CEO passionate about sustainable growth, brand building and purposeful leadership. Open to INED and Board Advisory roles with companies with an international growth focus .
1 周Absolutely agree Sorin. The relationship between Marketing and Finance is fundamental to understanding and driving sustainable growth. The beauty of the Laws of Growth from our Mars days was how a common lexicon, aligned validated metrics cut through legacy functional silos and led to a culture of co piloting and vision of success
Partner at The Commercial Works
1 周Have to say when I was Marketing Director at Mars my biggest supporter and partner was the CFO, why ...because she understood the laws of growth, the need to stimulate penetration, grow the customer base and the tools to acheive that. I other words, the marketer was finaly able to explaing and quantify how all those investments make money.
Head of Insights - Core Dairy and Voice of Customer (Global)
1 周100% agree Sorin Patilinet!