How CMOs Can Get CFOs to Approve Marketing Experiments
Summary
Marketing is all about testing, but getting CFO approval can be tough. Learn how framing your campaigns as investments makes all the difference.
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Transcript
As the CMO, you want to take a lot of bets. You want to try different things. You want to go to shows or you want to try retail or, know, you want to try direct mail and realize that the more you present all these ideas as investments. And it's like, Hey, here's what we're going to spend.
Here's what we expect to make on this investment. Here's the ROI on this investment. You're to have a much easier time justifying those experiments, you know, and you've got to postmortem them after the fact, you know, get on the same page with the CFO. He or she is more likely to sign off on your budget if you present them with a strong argument that says, I think this is going to ROI in this amount of months. That's going to help you work really well with the CFO.