• by Chris Ross , June 11, 2025

A strong and dynamic relationship between the CMO and CFO is essential. However, our research shows that just over half of CFOs feel neutral or skeptical about marketing, and 30% don’t see CMOs as critical to their company.

Additionally, 60% of C-suite executives say their CEO is most likely to heed the CFO's advice. This means that a skeptical or neutral CFO can hinder marketing budgets and resources, complicating the CMO's ability to fulfill their growing responsibilities. As companies work to align marketing strategies with financial objectives, effectively navigating and managing this critical relationship can greatly improve business performance.

It’s Bigger than Marketing

CFOs are responsible for ensuring that every investment contributes to the company's financial performance. Therefore, CMOs must present marketing investments as not only strategically sound from a marketing standpoint, but also competitive compared to other potential investments the CFO might be evaluating. These could include infrastructure projects, hiring sales personnel, investing in research and development, among other opportunities. The most effective CMOs are clear about demonstrating not only marketing’s impact, but also recognizing that the marketing value proposition needs to be compelling within the broader context of the CFO's perspective.

Strong CMO-CFO relationships don’t happen by accident. They are formed when CMOs are purposeful in their approach, involving CFOs early in planning, ensuring they maintain a steady cadence of communication, and adapting what they share to maximize relevance for CFOs. CFOs, like CMOs, are being tasked with taking a larger role in business strategy and planning. This presents an organic opportunity for CMOs and CFOs to work side by side guiding the business and direction of the organization.

CFOs can be a skeptical audience. CMOs should be prepared for potential pushback from CFOs, particularly when proposing new marketing investments. Like an effective salesperson, CMOs should anticipate concerns and provide data-driven justifications for their strategies. By presenting a compelling business case that highlights the expected return on investment, CMOs can effectively address CFOs' concerns and secure their support.

Creating a Unified Approach

The integration of marketing and finance teams isn’t just about aligning strategies, but creating a unified approach to achieving business objectives. This involves fostering a culture of collaboration, where both teams work together to identify opportunities for growth and innovation. By leveraging the unique strengths of each department, organizations can develop more effective marketing strategies that are grounded in financial reality.

The relationship between CMOs and CFOs is pivotal to the success of modern businesses. By understanding the evolving roles of these key executives and implementing strategies to enhance collaboration, organizations can bridge the gap between marketing creativity and financial accountability. This integrated approach not only drives business performance but also positions the organization for long-term success in an increasingly competitive marketplace.