An unspoken rule of many corporations is that the CFO doesn’t get along with the CMO. The Finance and Marketing functions, while working for the same common corporate growth goal, are staffed with different personality types that inevitably get to clash. A well-oiled corporation is one in which marketers and finance people slowly get in sync. But how can a marketer make a CFO happy? Here are three ways of answering that puzzle. I recently discovered at Mars the machine is oiled precisely.
Show them the numbers in a new light. Finance people are in love with their numbers. They collect them, control them and know them by heart. But for Finance, in general, a number is just a way to check progress against a target. First, show them you master your ROI numbers and then you have the permission for more. Show them how, for marketers, a number could be a recognition of a real advantage in the marketplace, a deeper connection with a large number of consumers or permission to be bolder in your future communication strategy. Tell a story! Do your job!
Show them the fantastic progress in how we decide. Don’t underestimate the level of awareness someone from Finance has on what advertising looks like in 2020. Yes, their kids might be playing with TikTok, or themselves they might use Instagram, but you need to remind them what marketing looks like today. We focus away from good old TV and Print magazines into a multi-media world that is consumer-relevant and incredibly diverse. Illustrate the transformations: show them how you understand deep consumer behaviors better by using innovative technology, show them how people consume media today and demonstrate your expertise in the advertising ecosystem.
Focus on their feelings. At the end of the day, we are all emotional beings. Take them on a journey away from the numbers, into a world of experience. Play a song, show an emotional ad, what moves consumers – should move a colleague too. Make them experience your brands in a similar way your consumers are, bring that experience to the room. Don’t be surprised when they’ll look differently at the numbers going forward.