Finance and Marketing (Science) teams are rarely in deep collaboration. Marketing is often still seen as a cost center rather than an investment function creating returns which can lead to missing opportunities. Bringing finance and marketing closer together, creating a mutual understanding of measurement approaches and KPIs, can increase businesses’ top and bottom lines. This episode provides guidance on how to create a meaningful collaboration. 

Ian Whittaker (Leading industry expert and thought leader, founder of the advisory firm Liberty Sky Advisors), Michael Askins (Marketing analytics principal at Farfetch) and Gabriella Munro (Marketing Science Partner UK, Meta) share experiences and advice.