Partnering for performance – Emerging markets perspective

Part 2: the CFO and the chief marketing officer

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Success in a digital world relies on the CFO and the CMO developing a collaborative, focused relationship

According to 52% of CFOs based in emerging markets, collaboration with CMOs has increased for the following three reasons:

  • Need for a better understanding of the return from marketing activities (35%)
  • Changes in marketing strategy (32%)
  • Change and plans for change in the operating model or organizational structure of the business (30%)

EY - Partnering for performance – Emerging markets perspective

There are several barriers identified from emerging markets CFOs to the relationship with the CMO in their organization:

37%  Absence of clear KPIs linking financial performance and the marketing agenda


37%  Lack of common tools and processes


36%  Cultural differences between finance and marketing