B2B Leaders Roundtable: The effective investor
How to be a trusted advisor to the treasury in a B2B business
According to professor Patrick Barwise and Thomas Bartra, the problem for big business isn’t a lack of funds, but a lack of the business’ viable growth areas ripe for investment.
For CMOs with dwindling budgets, this can only suggest one thing: they are failing to position marketing as a responsible and efficient area in which the CFO should invest their funds.
Marketing leaders need to change the way they approach budgets, investment and ROI in order to
reframe their relationship with the purse holder and get the backing they need to truly drive growth in their organisation.
Let’s get together and figure out how to speak to the CFO and understand what opens their wallet.
Further points of discussion:
- How to use past performance to suggest future performance.
- How to demonstrate value where there isn’t past performance to lean on.
- Co-operating with the CFO to build investment models that work for them.