White Paper

Partnership between Marketing and Finance

By Judy Dahl

posted 07.29.2016 (M & BD)

Partnering for Performance: Building Marketing-Finance Collaboration Around Metrics and Measurement

The relationship between marketing and finance can sometimes feel stressed, and this white paper shares examples of credit unions in which finance and marketing have formed collaborative relationships, exploring:

  • Reasons for potential misalignment between the areas.
  • How to foster a supportive relationship between marketing and finance.
  • How marketing and finance executives can learn valuable skills and competencies from each other, leading to credit union growth.
  • How these areas—with a better understanding of each other’s points of view—can work together to implement metrics and measurements that justify marketing spending and enable ROI calculations.
  • Actual measurements credit unions use, as well as accountability for tracking, reporting, determining standards for benchmarking and success, and making adjustments as strategies and tactics change.
  • How a collaborative marketing-finance relationship benefits CEOs, boards, and members.
This resource is only available to members. Please login to download or explore member benefits and join today

 

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