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How to Improve the CFO-CMO Relationship – Proformative

While White has a CFO-CMO “marriage” made in heaven, it may be the exception, rather than the norm. Traditionally, the two positions have bumped heads as both positions have operated under different goals and separate agendas. “CMOs [tend to] run guns blazing forward with a brand investment without proper analysis only to have the CFO come along and stop it dead in its track,” says Colin Funk, a CFO and partner with B2BCFO, a provider of financial executive services.


Source: Proformative

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