Partnering for performance Part 4 CFO and CMO

The CFO’s role has undergone a transformation. We believe that the six segments on the right represent the breadth of the CFO’s remit today...

The Partnering for performance series explores ways in which CFOs can grow, protect and transform their organization by partnering with the leaders of different functions.

In this — the fourth part of the series — we explore the relationship between the CFO and the chief marketing officer (CMO). In particular, we focus on the contribution that CFOs are making to four vital marketing-related activities:

• Customer segmentation and insight

• Marketing return on investment

• Optimizing the product portfolio

• Digital governance

Our findings are based on a global survey of 652 CFOs, conducted by Longitude Research on behalf of EY, and a series of in-depth interviews with CFOs, CMOs and EY professionals. For more insights for CFOs and future finance leaders, visit

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