How to make marketing indispensable to the CFO? Focus on incrementality

https://uk.themedialeader.com/how-to-make-marketing-indispensable-to-the-cfo-focus-on-incrementality/

It’s a bit like a game of chess. One of those matches that is as much psychological as it is strategic. We circle around each other, looking for weaknesses. I know the CFOs favourite moves, the opening position, the middle game arguments, developing the position before I get pinged into a corner for the end game I always seem to lose. I always leave the match having learned something but without the sign off. I’ve got effectiveness data, I’ve trained with Binet & Field, Orlando Wood… the greats, but… defeat. But not this year! This year my programming has been improved.