“Marketing Needs to Learn to Speak Finance” – Katherine N. Lemon and Jon Biro

Let’s face it: Finance speaks the language of business. The CFO aligns her communication with the ideas and the metrics that the CEO, Board of Directors and Investors care about: EBITDA, ROI, Free cashflow. The truth is the CMO’s message is just as important: Marketing is the engine of growth and expectations of growth account for over half the firm’s market valuation. But the CMO and the whole marketing team, as well, need to translate the language and metrics of Marketing into Finance so the
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