Different businesses have different objectives and priorities. Some are focused on reducing debt and improving short-term cash flow whilst for others, top line growth is what it’s all about. But all seek to do more with less.
The focus is not just on saving money but maximising Enterprise Value (EV) for the future. In many growth businesses the team responsible for Marketing is lean and there is more reliance on 3rd party support. The CMO will typically have a broader remit beyond the traditional focus of promotion / marketing comm’s. This will include the CMO having direct input and responsibility for pricing, product innovation, business strategy & customer experience (CX).
The CFO needs to understand the path to value and when assessing how your business currently operates, we suggest you ask the following 14 key questions;