Marketing has become the intersection of art and science. Five tips for talking to the CFO. Presentation by Liz Matthews, the Executive Director of Corporate Brand and Purpose for Dell. Original presentation from an event hosted by the Austin chapter of the American Marketing Association.

1. The Marketing and
Finance Connection
Liz Matthews
Executive Director
Corporate Brand and Purpose
@LizziMatt

2. 2
75%
want Brands to use
personal info to improve
their experience.
Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90%
trust recommendations.
93%
of B2B customers conduct
their research on the
internet leveraging search,
video and social content.
12
content tactics Brands
use to target and reach
potential customers.
47%
Nurtured leads make
larger purchases than
non-nurtured leads.
42%conduct a search using
their mobile devices while
in stores considering a
purchase.
67%
Buyer’s journey is
now done digitally.
65%
Abandon if the digital
channel does not quickly
provide what they want.
60%
interact with brands
in multiple channels.
79%
use a smartphone to
help with shopping.
Customers have re-defined how they engage with brands.

3. 3
This is changing
the face of marketing…

4. 4
Conversion
Programmatic
Content
CRM
SEOMarketing
Automation
Social
media
Gamification
Omni-channel
ROI
DMP
BI
Community
Personalization
Brand
perception Emotional
connection
Big data

5. 5
Marketing has
become the
intersection of
art and science.

6. 6
It is changing
who we are having
the conversation with.

7. 7
The CFO
• Their role is evolving –
from number cruncher
to big-picture thinker
• More than just
managing the numbers
to actually becoming
one of managing
expectations
• 50% say the #1 way
they contribute is to
advocate for growth-
seeking breakthroughs

8. 8
So what if you have
to talk to the CFO?

9. 9
Walk in
their shoes.
• Build relationships
• Find common objectives
• Create an open-book mindset

10. 10
• Focus on ROI – categorize the
“soft” metrics
• Look at acquisition and retention
• Balance short term and long term
Focus on
the metrics
that matter.

11. 11
Don’t get too
hung up on
the numbers.
• Don’t get caught in ”direct-attribution”
• Numbers tell a story, but they may create
the false illusion of cause and effect
• Keep it simple

12. 12
• Data-driven approach
to procurement
• Look for points consolidation –
even outside of marketing
• Collaborate
Look at
savings as
well as
spending

13. 13
Tell a story –
bring them on
your journey.
• Walk them through the entire effort –
not just the metrics
• Have clear objectives and outcomes
• Listen – some of the best ideas come
from outside of marketing!

14. 14
• Focus on the metrics that matter.
• Walk in their shoes.
• Don’t get too hung up on the numbers.
• Look at savings as well as spending.
• Bring them on your journey.

15. 15
Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
‫תודה‬
शुक्रिया
감사합니다
Obrigado
Gracias
Спасибо
Tack
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teşekkür ederim
cảm ơn bạn
Go raibh maith agat
Thank you!
@LizziMatt
15
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