About

In today's market, the most successful companies are driven by a powerful alliance between the CFO and CMO. Marketing ROI isn’t just about numbers; it’s about delivering measurable results that address a range of different objectives, from revenue and lead generation to relationships and brand.

This conversation will bring together marketing and finance to surface the tensions and opportunities that arise when finance and marketing teams collaborate closely. CFOs and CMOs will discuss challenges such as: agreeing marketing objectives that drive business performance, defining the KPIs and metrics to report, managing privacy compliance and retention risks, and the impact of advanced analytics on marketing spend optimization.

We will explore how to build a shared language of value, translating marketing's "art" into the "science" of financial outcomes, learning to balance the measurable pipeline with the necessary "leap of faith" on brand-building.

With better structuring of analytics teams in hybrid functions, enabling better decision-making and resource allocation, the conversation will extend beyond technology into culture, addressing the vital role of ongoing CFO-CMO engagement, shared language, and mutual understanding to drive commercial success.

We will be joined by James Lloyd, who has over 30 years of experience in marketing, communications, and business development, specializing in growth, innovation, and change for professional services businesses, as well as Martin Grieve, Former SVP Corporate Finance and Finance Partner to the Global CMO at Reckitt Benckiser.