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Collaboration between Marketing and Finance is essential

The relationship between a business’s marketing department and the CFO can be a tense one, which is why dialogue is needed, argues Mike Pye.

Marketing without finance is like Holmes without Watson. You can’t get good results from your campaigns if both are working in silos.

Why? Because marketing requires enough spend to support its strategy, and finance (whether that's a team or one person holding the purse strings) needs to understand the benefits of the plan to justify and release the investment.