Build the business case based on alignment with business priorities and strategies
CFOs want to know what marketing dollars are actually going to do for the business. So marketers should be able to answer the questions: How does marketing spending marry up with what is most important to the future of the company? What are our strategic goals and how does what we are doing from a marketing perspective get us to that goal?
The logic behind your answers should be made explicit, it should be defended with evidence, and it should be supported by metrics
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