Rebroadcast | EP #133 Karina Guerra: Conversations You Need to Have With Your CFO
Marketing ContributionMetrics AlignmentROI MeasurementBudgetingReporting
The episode discusses the importance of marketing contribution, metrics alignment, ROI measurement, budgeting, reporting, digital channels, industry trends, and podcast production. It emphasizes the need for collaboration between marketing and finance, focusing on customer needs, and using metrics that reflect customer importance. The conversation about ROI requires education and data collection, with lead generation campaigns showing measurable ROI. Clear goals and communication help secure budgets for activities without measurable ROI. Building relationships between marketing, sales, and finance is crucial for reporting. Digital channels became primary during the lockdown, requiring marketers to educate CFOs about industry trends. Prioritizing marketing efforts based on value and producing amazing content are essential in B2B marketing. The episode concludes with podcast production details.