In today’s competitive and data-driven business environment, organizations are increasingly pressured to demonstrate measurable financial returns from marketing investments. This study explores the integration of Strategic Financial Management (SFM) with marketing decision-making to enhance Return on Investment (ROI) in digital campaigns. Using a qualitative research design supported by descriptive and exploratory approaches, the study analyzed secondary data from academic journals, business reports, and case studies. Findings indicate that financial metrics such as Customer Lifetime Value (CLV), Customer Acquisition Cost (CAC), and Return on Marketing Investment (ROMI) are crucial in evaluating marketing effectiveness and promoting financial accountability. The study further reveals that aligning finance and marketing functions enhances budget efficiency, forecasting accuracy, and strategic agility—especially in digital environments where real-time data enables continuous performance optimization. Despite persistent challenges such as financial illiteracy among marketers and undervaluation of intangible assets by finance professionals, tools like the Balanced Scorecard (BSC) offer effective frameworks for integrating financial and non-financial objectives. The study concludes that embedding financial discipline within marketing not only improves ROI but also strengthens long-term organizational performance and value creation.
Ng’olua et al. (Tue,) studied this question.