Forrester to Address Aligning Finance and Marketing

Closing the chasm between marketing and finance leaders will be the topic at MASB Winter Summit 2017, Feb. 16-17 in Orlando, when Tina Moffett of Forrester presents the report, Winning in the Connected World: How Aligning Finance and Marketing Drives Business Success.

Forrester’s Moffett

Neustar commissioned Forrester to conduct original research to “find out what’s keeping these two powerhouses from speaking the same language.” The report reveals “why, despite shared objectives, marketing and finance professionals see the business in different ways, creating barriers to effective collaboration.”

Questions to be addressed include:
• Why marketing and business KPIs are misunderstood
• Why marketing is viewed as a cost center rather than a revenue source
• Why current business processes do not foster collaboration between marketing and finance departments
• How to improve collaboration and therefore business results

Moffett is a Forrester senior analyst serving B2C marketing professionals. Her work is focused on prescriptive and predictive marketing analytics, measurement strategies, best-in-class marketing and customer metrics, customer journey analytics, tools and technologies that support marketing insights and insights-to-action strategies.

MASB Winter Summit 2017 features an outstanding agenda with presentations from Fizziology, iSpot, Ad-ID, Tyson and more! Discounted room rates available through Jan. 17. Contact info@themasb.org for more information.

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