More than half of CFOs said analytics that help their businesses understand customer profitability are likely to receive backing in the next few years.
CMOs and CFOs in many respects have widely differing views of the value of marketing.
About half of the marketers surveyed believe that more than 30% of their organization’s revenues are directly driven by marketing activity.
Both groups ranked the Overall Strategic Direction Of The Business as the top area upon which they agree.
80% of CFOs say they often or always agreed with CMOs when making major business decisions and 74% of CMOs say the same about CFOs.
31% of C-level execs said that CEOs personally sponsor such initiatives at their organization, a marked increase from 23% indicating that to be the case last year.