The worst matchup in the marketing / finance battle is a marketing director who is bad at math fighting against a CFO who is good at math. This matchup happens all the time, it is a one-sided matchup, and it is one of the reasons that marketing leadership is sent packing every-other-year.
The best matchup in the marketing / finance battle is a former accountant who now runs marketing, fighting against a CFO who is good at math.
Every time the CFO went after this individual, the individual came armed and ready for a battle. And oh my goodness were those battles exciting. I was there for them, in person. The Marketing Director went after everybody who didn't possess the title of "CFO".
- "Why are we featuring an item on the home page that has a 44% return rate? We're losing money on every one of these widgets. Stop it!!"
- "Your gross margin on this widget is 19%. Why would we do that? Are we stupid? This widget is responsible for 2% of your sales and we can barely mark the item up because of pricing pressure? Why would we even sell the item?"
- "This item sells at half the rate it sold at two years ago. Is anybody in merchandising even paying attention anymore?"
- "Why did the inventory team buy 50% more widgets when we have no proven track record of selling more widgets? Are they stupid? Now we have to sell all this garbage at 50% off, and I'm being told to reduce marketing spend as a consequence. Why can't the inventory team wake up and behave in a rational manner?"
- "Why is creative constantly rolling out Haley as a model? When Haley wears our stuff the productivity of the items drops by 30%. We all know this. So why do we keep doing it? Can somebody explain it to me in language a seven year old would understand?"