Lisha Perez

3 weeks ago | marketingweek.com | Lisha Perez |Jasper Baumann |Josh Stephenson

Most B2B marketers complain there isn’t enough budget to fund their plans. It’s always an external problem – “My CFO just doesn’t believe in marketing.” But here’s a dirty secret of B2B: the CFO is usually right. When you spend your budget in the wrong places, your campaigns won’t deliver results. As part of LinkedIn’s B2B Institute, a marketing effectiveness think tank, I’ve seen the evidence.

Jul 24, 2024 | marketingweek.com | Jonathan C. Knowles |Lisha Perez |Grace Gollasch |Matthew Valentine

Finance feels like a black box to most marketers. It is full of arcane terms like EBITDA (earnings before interest, taxes, depreciation and amortisation), ROCE (return on capital employed, and alpha generation. This is financial jargon that marketers may know are important measures of performance for their business, but which can be difficult to use as guides for making marketing decisions. The good news is that the principles of finance are actually fairly simple.