Elizabeth Planek, VP of Audience Strategy at Publicis Groupe, opened up about the disconnect that's costing marketing credibility with finance.
"Marketing has to spend a lot of time defending some of their results and their marketing spend."
Sound familiar? Marketing walks in with performance metrics. Finance walks in with business outcomes.
Elizabeth's take is that the two sides should stop debating metrics. Align first on what business outcomes marketing is actually supposed to move. When both teams are evaluating the same thing, the back-and-forth becomes a unified view and marketing finally gets a seat at the table.