How do you solve the age old intracorporate fight between departments? Marketing departments build up a circus to call or preserve clients and Finance just wants numbers. A marketer would say they’re holding back, a financier would say they’re overestimating customers. But who’s to say who is right?
Fact of the matter is both departments are right. That is precisely why there must be common grounds between them. When a campaign design is built and handed over to Finance, numbers are key: customer future and present value, customer volume, stats on how readable and interesting content is, visits, etc.
How can Finance be agreeable? Perhaps if it built up a guide as to which objectives are the most important. And to be fair, just open up their minds a little bit to new technologies and proposals. Easier said than done right?