The tussle between marketing teams and finance teams gets even more complicated as all of us try to define the right things to due in this period of uncertainty and coming to terms with the ‘new normal.’
How can marketing teams having meaningful conversations with the CFO. What should our pitch be… KPIs, ROI, Long term, short term? Saving vs Spending? Organic vs paid? Retention vs acquisition?
A recession or a setup like this is probably the right time for brands to question ourselves on our marketing strategies so far. Have we been overindexing on performance metrics, and failed to build loyalists? Can focussing on some specific metrics at this time, build the right foundations for the brand in future? What is right way to go about defining the metrics that matter?