Bridging the Marketing-Finance Gap

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Open Haus

Haus

14 episodes

3 days ago

Hosted by Haus Chief Strategy Officer Olivia Kory, Open Haus highlights how the most recognizable brands in the world are measuring incrementality, thinking about growth, and optimizing paid media. Go behind the scenes with PhD economists, world-class growth leaders, and measurement experts as they dive into everything from Incrementality 101 to advanced tactics and strategies. About Haus: Haus is an incrementality platform that helps brands like AG1, Caraway, Dr. Squatch, Intuit, Sonos, and Jones Road Beauty measure the incremental ROI of online and offline ad spend.

Marketing

Business

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Marketing

Business

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Bridging the Marketing-Finance Gap

Open Haus

28 minutes 28 seconds

4 days ago

Bridging the Marketing-Finance Gap

After working together at TextNow, Raquel Alexander (CMO, Ex-Nav/EA/Shutterfly) and Evan Fein (CFO, Omnidian) learned exactly what it takes to build a strong CMO-CFO relationship.

They sat down with Olivia Kory to discuss:

How vulnerability and transparency built trust (2:49)
The most important thing a CMO can do for a CFO (6:08)
Why marketers need to act as owners (8:11)
How Raquel and Evan aligned on metrics (10:11)
What Evan wishes CMOs knew more about finance (14:21)
What Raquel wishes CFOs knew more about marketing (16:28)
How Raquel gets finance partners on board with incrementality (20:48)
The moment Evan bought into incrementality (23:28)
What not to do when operationalizing incrementality as a CMO (25:05)