In this session, we’ll feature the winning efforts of Hortonworks’ Marketing department. A year ago, this team was challenged with unreliable spreadsheet budgeting, no visibility into actual spend, an inability to compare spend against plan, and little insight into marketing ROI. Carey Rutigliano, Hortonworks’ Director of FP&A, will share how they gained control of their marketing investments, built trust between Finance and Marketing, and made changes that directly improved their marketing performance. In this session, you’ll learn: How Marketing, Finance and Sales at Hortonworks overcame interdepartmental tensions, learned to speak the same language and developed collaborative strategies for growth 5 essential questions every Marketer should ask Finance during planning season How Hortonworks leveraged Marketing Performance Management technology to win Finance as a trusted advisor, increase visibility into marketing spend and run marketing more effectively. Watch the webinar recording here: https://content.allocadia.com/webinars/why-how-to-break-down-the-wall-between-marketing-and-finance

3. Today’s Agenda
1. Why is the Marketing-Finance relationship so important?
2. Why is it so hard?
3. Five must-have discussions
4. Q&A

4. Poll
How would you describe the relationship between Marketing and
Finance at your organization?
1. We’re like life-long dance partners
2. There’s respect, but no love
3. Like Trump and Kim Jong-un

5. Why the Marketing-Finance Relationship
Is So Important
Tear Down The Wall
September 2017

6. Marketing is the largest source
of discretionary spend in the
company. And Finance holds the
purse strings.

7. Strong CMO/CFO relationships
help the CMO redefine the
perception of marketing from a
cost center to a strategic
investment and P&L center.
SiriusDecisions

8. Marketers live and die by the
numbers.

9. 3X
2017 MPM Maturity Benchmarking Report, Allocadia
High-growth companies are
three times more likely to
collaborate with Finance to
track investments and
measurements.

10. “I recommend bringing the
finance partner as close as
possible...almost consider them
an honorary marketing team
member.”
Ken Evans, Senior Director of Marketing Operations, Fuze

11. “Only 14% of marketers say
Finance is a trusted strategic partner.
28% have little or no relationship at all.”
Allocadia Marketing Performance Management Benchmark Survey, 2016
http://bit.ly/mpmbenchmark

12. Why is it so hard?
Tear Down The Wall
September 2017

13. Marketing is the largest source
of discretionary spend in the
company. And Finance holds the
purse strings.

14. “Marketing is the most visible
discipline in the C-suite, and
hence the most exposed when
the company misses its targets
or objectives.”
Allison Cerra
CMO, McAfee

15. Forecasting

16. Amortizations

17. Accruals

18. Strategic
Alignment

19. Trust

20. 5 Must-Have Conversations
Tear Down The Wall
September 2017

21. 1. Annual revenue target,
and Marketing’s share

22. 2. Other Marketing KPIs

23. 3. Align Marketing cost centers
with Finance G/L accounts

24. 4. Define and manage the process
for amortizations and accruals

25. 5. Define and understand
Customer Value

26. Carey Rutigliano
Director, Financial Planning
& Analysis
Allocadia is an awesome tool. It is
simple to use as well as intuitive.
It provides the Marketing and Finance
organizations what they need and what
it shows us is not just budgets, but it
helps us understand the health of
our business.”

27. Thank you!
allocadia.com/get-started
content.allocadia.com/case-studies
@allocadia