How marketers can align their messy reality with finance’s demands for certainty
Jonathan KnowlesFinance’s demands for predictability are at odds with the probabilistic nature of marketing.
Jonathan Knowles
Finance has three main dialects, not one uniform language
Jonathan KnowlesFor marketers wanting to build a productive relationship with finance, “speaking their language” is often a priority, but finance is not one homogenous group and treating the function as such risks missing the mark.
How to talk to your CFO about creativity
Jonathan KnowlesAs Cannes Lions kicks off, creativity is high on the agenda. But for marketers looking to explain its impact to a cynical CFO, the case is best made through its effect on risk, not growth.
Finance and marketing share three fundamental beliefs
Jonathan KnowlesMarketing and finance share several beliefs about business, they just differ on how to carry these out, making them closer to sibling rivals than full-on enemies.
Marketers can unlock budget by being finance friendly
Jonathan KnowlesUnderstanding the six ways in which financial value is created can help marketers unlock bigger budgets.
Brands are multipliers, not assets in themselves
Jonathan KnowlesBrands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance.