Marketers need to understand what drives the business financially better says Target CMO
Too many marketers are isolated from other functions of business and fail to understand the basic financial levers of the enterprise the chief marketing officer (CMO) of Target in the US has told a forum.
Jones: I believe as a marketer I am responsible for delivering for consumers and shareholders.
Too many marketers are isolated from other functions of business and fail to understand the basic financial levers of the enterprise the chief marketing officer (CMO) of Target in the US has told a forum.
Speaking at the ANA Advertising and Financial Management conference in Boca Raton, Florida, Jeffrey Jones said that far too many businesses globally had the marketing and finance functions at war when they should be aligned.
“The things that matter to the CFO have to matter to marketers,” said Jones. “It is shocking to me how many people I meet who don’t know how to get things done.
This is a man who doesn’t run his own business but ponies up for shareholders. Let’s get real, when your stones are on the line, lecture us….
Really great point – well made