The CFO Show ROI Roadmap: Business Partnering Strategies for Finance and Marketing
Mar 26, 2024
Ruth Zive, CMO of LivePerson, shares her expertise on fostering cooperation between marketing and finance to drive growth. She emphasizes the importance of data-driven decisions and real-time metrics for successful B2B SaaS strategies. Ruth discusses the value of marketing experience in finance roles and highlights the need for a designated finance partner. She also touches on the challenges of measuring brand impact, collaborative cost-cutting strategies, and the role of AI in enhancing customer experience, making a compelling case for effective business partnerships.
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Balance Rigor With Operational Flexibility
- Build rigorous financial processes and ROI models but leave room for flexibility when marketing needs quick action.
- Adjust procurement and approval timelines for time-sensitive activities like events.
Finance Helped Protect Roles During Cuts
- During recent budget cuts finance helped Ruth shift resourcing to protect people and preserve value while reducing spend.
- That partnership enabled a scrappy, high-performing marketing team despite constrained budgets.
Hiring In-House Cut Program Spend
- Ruth convinced finance to hire in-house expertise instead of costly agency spend and cut program budgets dramatically.
- That counterintuitive move improved effectiveness while aligning with budget constraints.
