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Return on ideas: better results from finance and marketing working together Logo cgma

  Professor Robert Shaw |   Free |   Dec 2013 |

This report explores ways that finance and marketing can work together to measure the value of marketing activities. This re-launched report covers issues which are more relevant today than ever before. Being able to measure the value of marketing is vital: with increasing global competition and tough economic conditions, marketing budgets are being scrutinised, while advances in technologies like social media are creating new opportunity. It considers how we can break down the silos between finance and marketing to better predict what financial value new marketing ideas could contribute, measure effectiveness to demonstrate whether value really is created and establish processes to capture learning that will improve future results.

Topics covered:
  • Management accounting: People: Collaboration & partnering, Advanced
  • Management accounting: Technical: Business planning: Planning, forecasting & budgeting, Advanced
  • Management accounting: Technical: Management reporting & analysis: Financial analysis, Advanced

1 Comments/Reflections

Joanne Watmore

Joanne Watmore Jan 2017

Great reminder that different teams can use their own skills together to better support and deliver in a business.