ERNST & YOUNG SRL

  |  2015-07-20

The collaboration between the Chief Financial Officer and the Chief Marketing Officer is essential in the new digital world

The relationship between the Chief Financial Officer (CFO) and the Chief Marketing Officer (CMO) has become closer and more collaborative in the past three years. Nevertheless, in many organizations, this transformation is not achieved rapidly enough in order to adapt to a digital world, shows the fourth edition of the EY study – Partnering for performance.

The EY study is underpinned by a survey conducted at a global level among 652 CFOs and a series of in-depth interviews with CFOs and CMOs. According to the study, the lack of instruments, processes and common key-indicators for measuring performance, as well as cultural differences remain significant barriers in the development of the relationship between CFOs and CMOs.

 

For more information, please see the Romanian version of the article, here.
 

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