Marketers and finance chiefs get along after all, IAPI study finds

Marketing and finance executives have ‘good working relationship’, Amárach survey suggests, even if they don’t always completely understand one anotherInstitute of Advertising Practitioners in Ireland president Abi Moran and chief executive Charley Stoney: The understanding and respect between chief marketing officers and chief financial officers is 'incredibly positive', Ms Moran says.

“CMOs and CFOs have a good working relationship with one another, based on a reasonable understanding of each other’s priorities and objectives, and good alignment on overall business goals,” research firm Amárach found. “It is clear that neither CMOs nor CFOs have a complete understanding of what the other does, and this in turn creates conflict about key performance indicators, budget priorities and alignment with financial goals,” Amárach found.

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