How can the financial manager and CMOS the two teams to push growth in the long run?

New research from McKinsey It highlights the advanced role of the great marketing officials (CMO) and argues that the best compatibility between CMO, CEO, and the financial manager is the key to finding new growth opportunities. However, achieving this alignment is easier than doing it. When accountability for the customer is unclear, everyone in C-SUITE is responsible for growth, and there is often really no one.

McKinsey 500 wealth analysis The executive teams, based on the data available to the public, reveals a narrative direction: companies that have one executive official focusing on the customer or growth, such as CMO, up to 2.3 times faster than companies with multiple roles that share these responsibilities.

But simply set CMO is not enough. “Cmo again to the center, make them compatible with the financial manager, and make everyone move in the same direction,” recommends MCKINSEY. Without ownership and clear support, even the most talented CMO cannot provide its full potential.

Despite its strategic importance, marketing is often marginalized. according to Spencer StewartThe percentage of Fortune 500 companies that have CMO decreased from 71 % in 2023 to only 66 % in 2024.

One of the challenges: CMOS is often struggled to communicate the value and costs of marketing to their financial counterparts clearly. McKinsey has discovered that the most successful marketing organizations use advanced systems and approved the main performance indicators to show the financial impact of their investments. This data -based approach helps to obtain the financial manager on board.

Retail is one sector where this alignment is increasingly clear. Jamal Olata Financial Director Paula Oubo, for example, Tell me recently The company’s partnership with Beyonce’s hair care line as a natural classroom – facilitates how marketing and partnerships can pay growth.

Likewise, Mandy Fields, Financial Director of Gamal Qazem, believes in The power of cooperation Between financing and marketing. She told me: “Often they contradict because financing looks at marketing as expenses.” “We have followed a different approach, and seeing marketing as a sales program, and this has proven that it works for us.” For the full year 2024, Elf Beauty has made 28 % sales growth And an increase of 26 % in the modified Ebitda.

Cori Marsecoto, chief marketing official at Elf Beauty, Tell me recently Since the first day, she and Fields met, “We only knew that, all that will happen around us, there was this respect and admiration for each other’s profession.”

In the words of MCKINSEY, in order for growth strategies to succeed, C-Suite leaders must really look at marketing as a strategic function.

happy vacation. We see you on Monday.

Sherrill Estrada
[email protected]

Leaders

Fortune 500 power moves

Chris TurnerSenior Employment and Francois’ Employees in Yum! Brands Inc. (No. 491He was promoted to the CEO, on October 1. Turner, You will succeed The current CEO David Gibbs, who informed his council in March, informed his retirement after 37 years with the company. Gibbs will be a consultant until the end of 2026. Turner joined Yum! Trademarks in 2019 such as financial manager. Last year, his position expanded to include the chief concession employee. Previously, Turner has played big roles in Pepsico, including SVP and General Manager, as well as SVP to switch to Pepsico Frito-Lay North America.

Every Friday morning, Fortune 500 Fortune 500 column transformations–See the latest version.

More prominent movements this week:

Mark d SVP and CFO set from Ciena Corporation (NYSE: CIEN), network software provider, as of August 1. CIENA previously announced the retirement of James E. Moylan, JR. , SVP and CFO, as of August 28. He was also previously the Financial Director and Director of Execution at the Intel Data Center and the AI ​​group, and held other financial financial roles across the various manufacturing and business units of Intel.

Tim Karaka It was promoted to SVP and CFO from SolarwindsInformation Technology Management Provid, as of June 16. Caraca has served for three years as head of the Group for Strategic Finance and Investors Relations at Solarwinds. Before joining the company, he spent nearly two decades in the technology industry and Wall Street in large financial roles. His leadership experience extends over the upper roles in AIG, Microsoft, and Bidgewateer Associates.

James CookFinancial Director Sealy & CompanyA company for investment and real estate services, which will officially retire after 24 years of service on June 30. James Gilijan Cook will succeed as a financial manager, as of June 16. Gilijan joined the company in April and brings an executive leadership background focusing on real estate investments and private shares. Previously, the Financial Manager and Secretary of the Agricultural Lands Fund were working, and before that he worked for Equity International and Equity Group Investments.

Is not Heathkot Financial Director has been appointed Ergis energyRenewable energy solution and carbon removal, effective immediately. Recently, Heathcote has been the financial manager in the clean layers. Before that, she spent seven years in Contourglobal, the global independent power producer. During her mandate, she occupied many leadership roles, including SVP for financing and acquisition, as she led the public subscription at Contourglobal on the London Stock Exchange. She also served for nearly four years as a financial manager for renewable division.

Paul Joachimick Financial Director has been appointed Sonoco Products (NYSE: SON), sustainable packaging provider, as of June 30. Joachimczyk was previously SVP, Financial Manager and WoodMark Corporation. Before, he was the Vice President of Topbuild Corp. He held financial leadership positions with Stanley Black & Decker, General Electric’s Healthcare and Capital Markets.

Kevin McKenzi Financial Director has been named Ensora HealthSoftware and Services Provider. McKenzi joins Ensora Health from Pure Healthcare, where he served as CEO and Financial Director. Before that, play leadership roles in Simplenexus, Processmap and Advancedd, as it led the financial restructuring and operational integration of these Saas companies.

A big deal

“Ai Data Security and ExcVent Risk” finds that Kiteworks is that artificial intelligence governance is behind many companies. Only 17 % of the respondents said that their companies can automatically prevent employees from downloading secret data to general artificial intelligence tools. 83 % depend on human measures – such as training sessions, audit operations, emails or instructions – or do nothing at all, According to the report. Meanwhile, the research also found that employees routinely paste customer records, financial data, and commercial secrets in ChatgPT and similar AI services – from personal devices that the company cannot even monitor.

The results are based on a survey conducted by 461 cyber security, information technology, risk management, and compliance professionals.

deepen

Here is four luck Weekend reads:

“Goldman Sachs says that Trump’s spending plan will not prevent the national debt from reaching “non -sustainable” levels that have not been seen since World War II.Written by Greg Macina

“The CEO of logistics is worth $ 6 billion to the flavorWritten by Amanda Girut

“David Zassallav will take a wage reduction after the discovery of Warner Bruce – with a major blow to his rewardWritten by Chris Morris

“Here is the amount you need to walk to see fitness gains, according to expertsWritten by Aan Fredman

Hearing

“We look at this independent chapter as one of the most important things in Musk and Tesla in its history as a company.”

– Wedbush Securities analysts wrote in a memorandum on Friday that special invitations came out early in this morning from Tesla from Elon Musk, giving Tesla users chosen permission to use the Model Y Robotaxi service in Austin starting on Sunday.