Marketing and finance departments must align metrics, says Adroll CMO

June 14, 2016 12:20

Too many marketers fail to align their key performance indicators (KPIs) with those of their finance department, resulting in the KPIs being seen as a cost centre of the business.

Adam Berke: “There is a disconnect between marketing and finance”

Speaking at the Mumbrella360 conference last week, Adam Berke, president and CMO of adtech company, Adroll, challenged a room full of marketers to put their hands up if they wrote their metric in concert with finance.

“How many people develop their marketing KPIs with their finance team?,” said Berke. “Okay, one brave soul put their hand up.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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