In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
It doesn’t matter the size of the business, or the sector, whether it’s B2B or B2C, the relationship between marketing and finance can often be fraught with tension.
Part of the issue, according to Jennifer Chase, executive vice-president, and CMO at SAS, is the fact marketers are often seen as a cost center. But alongside Peter Dean, vice-president of global finance at the firm, she has been working to flip this perception so marketing is instead viewed as a profit center, “an enabling growth engine for the company”.
In the first episode of our new series, A B2B Marketer’s Best Friend, supported by The Marketing Practice, they discuss how the relationship between marketing and finance has evolved at SAS and how embedding finance into marketing has benefited the business.
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