The synopsis of the whole showcase is that finance and marketing departments have to focus on improving the internal communication. Marketers seem to be the excellent communicators but unfortunately they totally fail to utilize this skill internally, with their own finance department. If they want to get the key objective of maximizing the shareholders’ return by maximizing the targeted customers (revenue) outside the organization, they have to improve the inside.
1. Review of Research by Jonathan Gordan, Jean Hugues Monier and Phil Ogren on McKinsey & Company.
2. Review of Research by Frans Cornelis “Moving from cost to contribution – Integrating Marketing and Finance”.
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