Call for better working practices between marketing, finance

Samantha Louis, regional director CIMA Southern Africa: "Imagination, prediction and demonstration are key aspects of the role of finance and marketing colleagues".

The report showcases the “Infinity Model”, a new framework that adds value to organisations by demonstrating the impact of marketing, on the bottom line.

Organisations around the world are in the middle of a marketing upheaval. Businesses can grasp how important marketing is, but the temptation is to slash budgets in a downturn. All three bodies are concerned that many companies do not have the right blend of marketing and accountancy acumen either to establish the value of their marketing campaigns or account to shareholders on the effectiveness of marketing spend or investment. Hence it is vital that marketing and finance work jointly to demonstrate the real value of marketing to the bottom line.

100+ organisations surveyed

Over 100 organisations were surveyed by Return on Ideas author Professor Robert Shaw in order to find out what works and what doesn't when it comes to marketers working with their finance business partners to create and demonstrate their financial worth. Professor Shaw also researched current measurement theories that are commonly used by accounting firms, consultants and marketing service firms. The essence of this research has led to the creation of the “Infinity Model” - an innovative framework designed to help marketers create greater sustainable value with input from their colleagues in finance.

Samantha Louis, regional director CIMA Southern Africa, says: “While marketers and finance professionals have sometimes had a disjointed working relationship, this innovative report and model aim to bridge that gap for any size of organisation in any market. Imagination, prediction and demonstration are key aspects of the role of finance and marketing colleagues. The Infinity Model and the practical check-lists will be invaluable to help them work together to maximise sustainable value for their organisations.”

For more information, go to www.return-on-ideas.com.