Trust, honesty, mutual respect: The B2B recipe for uniting marketing and finance
Forging a close bond with finance will be key if B2B brands are to weather the economic storm and come out fighting.
There are many key relationships within B2B businesses, but few are more important than the one between marketing and finance.
However, reaching a place of mutual appreciation and deep understanding is not always standard practice. Over the years, marketing has been accused by finance colleagues of using fluffy, imprecise language and getting hung up on vanity metrics. Speak to some businesses within the B2B sphere, however, and this becomes an outdated perspective.