CFOs and B2B Marketers Are Aligned on Growth, But Not on Brand

In B2B companies, CFOs and marketers are often at odds over brand. Marketing leaders push for investment in awareness, storytelling, and reputation-building, while finance executives question the tangible return on those dollars. The reality? They are not in conflict — and actually want the same outcome: faster, more profitable growth. The difference is perspective — marketers frame brand as trust and consideration, while CFOs seek risk reduction, sales efficiency, and margin protection. Bridging that language gap reveals that brand is not a cost center, but a strategic driver of demand. Data from LinkedIn shows that coordinated brand and acquisition messages are six times more likely to convert than those exposed to demand media alone.

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Courtesy of The Association of National Advertisers