Show Notes

Aviv Canaani, VP Marketing, Datarails, and Christian Wattig, Head of Training at Datarails and founder of FP&A Prep, join Paul Barnhurst for a conversation about marketing vs. finance in a business.

In the world of business, it sometimes feels like finance and marketing are talking a different language. Christian Wattig has been the FP&A leader at some of the highest profile marketing teams on the planet at P&G and Unilever, where campaigns for brands such as Dove, Skippy, and Hellman’s saw marketing spend hundreds of millions of dollars. In this episode, he talks about some of the biggest challenges, misconceptions, and opportunities between FP&A and marketing and actionable insights when partnering with creatives in a business.

Joining Paul and Christian is Aviv Canaani, VP Marketing, Datarails. Giving the marketing take on the finance-advertising relationship, Canaani has led multi-million-dollar marketing campaigns at companies including IBM. Since then, he has led marketing at hyper growth startups, Workiz Inc. and Datarails. In this frank discussion, Canaani talks about the conflicts with marketing: “We are not always sure that the finance people have our best interests at heart.”

Also in this episode:

• How can FP&A teams work with marketing on long-term marketing investment

• How to build trust between finance and marketing

• The best way to make a finance case for marketing investment

• How to best market to an FP&A audience

• How FP&A can help measure direct response marketing

• Making yourself aware of the wildly different incentives for finance teams vs marketing teams

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FP&A Today is brought to you by Datarails.

Datarails is the financial planning and analysis platform that automates data consolidation, reporting, and planning, while enabling finance teams to continue using their own Excel spreadsheets and financial models.

Get in touch at www.datarails.com