CMOs & CFOs: Collision or Collaboration

May 12, 2014

According to a new survey conducted by Active International, seventy-seven percent of CMOs and seventy-six percent of CFOs believe that it is important to a company's success for these two positions to be aligned. However, although many CMOs and CFOs believe that they are aligned with regard to the overall strategic direction of the business, they are not when it comes to marketing and financial priorities. In fact, only 12 percent of CFOs believe that their marketing counterparts are "excellent" at connecting marketing initiatives to ROI. To combat this, CFOs and CMOs must regularly share information with each other, find a common language to communicate with, and commit to long-term plans.

(Please see our "Also See" section to the right for the full PDF of this report.)


"CMOs & CFOs: Collision or Collaboration." Active International, 2014.

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comments (1)

Georgina Bhoyar

August 21, 2014 9:43am ET

The survey captures good insights and opens up good discussion points on how (or how not) the two dots connects - the CFO and CMO agenda. These discussion points bring out possibilities of new ways organizations can structure themselves (even look into new roles hybrid of CMO/CFO???)