CFOs are demanding more from marketing — and not in the usual way. The familiar playbook of squeezing costs and investing in performance spend is still in motion, driven by an uncertain economy and an unpredictable geopolitical backdrop. But CFOs now are asking harder questions driven by a better grasp of how marketing actually works, and a sharper instinct for where it doesn’t.
For example, VaynerMedia’s CEO Gary Vaynerchuk has a new audience: his clients’ finance teams. Across the industry, other agencies are finding the same.
At independent, full-service brand commerce marketing agency Blue Chip, that shift has been more gradual. Execs there aren’t sitting down with CFOs directly, but they are helping their clients get ready for those conversations. “A lot of our day to day right now is helping CMOs prepare for board conversations where finance is in the room and the questions are sharper,” said Sarah VanHeirseele, chief growth officer at Blue Chip.
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