How Marketing and Finance can Click Better

Aviv Canaani, VP Marketing, Datarails, and Christian Wattig, Head of Training at Datarails and founder of FP&A Prep,  join Paul Barnhurst for a conversation about marketing vs finance in a business. 

In the world of business it sometimes feels like finance and marketing are talking a different language. Christian Wattig has been the FP&A leader at some of the highest profile marketing teams on the planet at P&G and Unilever where campaigns for brands such as Dove, Skippy and Hellman’s saw marketing spend hundreds of millions of dollars.  In this episode he talks about some of the biggest challenges, misconceptions, and opportunities between FP&A and marketing and actionable insights when partnering with creatives in a business. 

Joining Paul and Christian is Aviv Canaani, VP Marketing, Datarails. 

Giving the marketing take on the finance-advertising relationship, Canaani has led multi-million dollar marketing campaigns at companies including IBM. Since then he has led marketing at hyper growth startups, Workiz and Datarails. In this frank discussion Canaani talks about the conflicts with marketing: “We are not always sure that the finance people have our best interests at heart.”

Also in this episode

• How can FP&A teams work with marketing on long-term marketing investment 
• How to build trust between finance and marketing
• The best way to make a finance case for marketing investment 
• How to best market to an FP&A audience
• How FP&A can help measure direct response marketing
• Making yourself aware of the wildly different incentives for finance teams vs marketing teams 

Watch the full show on YouTube

Read the full transcript and blog

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Connect with Aviv Canaani on LinkedIn

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Links from the episode

FP&A Prep

https://www.fpaprep.com/

FP&A Prep is a one-stop shop for content, training, and mentoring on Financial Planning & Analysis topics.

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