This document discusses bridging the gap between marketing and finance departments by connecting marketing ROI with financial ROI. It outlines how each department typically views the other and proposes four ways to start tracking goals jointly: 1) Start on the same page by defining success metrics and formulating a plan; 2) Set specific and realistic measurable goals; 3) Test initiatives on a small scale before broader implementation; 4) Regroup and share a wrap report on metrics, insights and follow-up actions. Common missteps in measurement like lacking context or focusing only on data are also addressed.