Qualitative analysis shows improved roi and brand value in organizations with cfo-cmo alignment, suggesting enhanced collaboration benefits.
Considering the growing need for integration between strategic areas in organizations, this article investigates how collaboration between Chief Financial Officers (CFOs) and Chief Marketing Officers (CMOs) can drive corporate growth. It aims to present a critical analysis of historical barriers and propose mechanisms to build a strategic alliance between finance and marketing. To this end, a qualitative approach was used, based on case studies and theoretical review. It is observed that companies with CFOCMO alignment tend to achieve greater budget accuracy, improved ROI, and enhanced brand value. It is concluded that cross-functional collaboration is a key factor for sustainable competitive performance.
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Costa et al. (2025) studied this question.