Mark Osborne explains why finance and marketing teams fight over budget instead of collaborating. Siloed KPIs and zero-sum thinking create the conflict. Companies that align both teams around shared growth metrics and joint planning cycles see faster execution and better revenue results.
And then likewise, there's this sort of adversarial relationship between finance and the marketing and sales where they're fighting for resources instead of treating it as the company resources. Talk to us a little bit about what you've seen as where does some of this misalignment come from and how have you seen companies successfully create better alignment that delivers the outcomes that they're really looking for?
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
