Why sharing your business financials is critical for marketing success

So often we see the same story.

Marketing “isn’t working”.

That agency you used didn’t deliver.

The marketing team isn’t “up to it”.

But scratch the surface and the real issue is of a relationship breakdown between marketing and finance.

Not a communication problem.

An understanding problem.

The issue is this:

• Marketers skip the details to share topline with finance or the c suite

• Finance don’t get the context of WHY things need to happen in a certain order, so feel like cuts can be taken piecemeal, and won’t have a domino effect on the rest of the ecosystem

While we don’t need to share which emails are going out on which day, or which keywords we’re bidding on, what we DO need to share is a solid, defendable story of how we got to today, what increases or reforecasts will do to the overall picture, and how we can advocate for the long and the short.

Yes we can wheel out all the books and the models we like, but we have to be able to defend both the here and now and the long term vision for success.

So, share the financials with the team, and teams, get comfortable with numbers. Fast.