Are marketers in the dark about financial decisions?

Finance leiderschap workshop

It’s no surprise that business priorities have changed since March, but marketers appear distant from financial decision making, according to recent research from the Financial Times.

An update to last year’s Board-Brand Rift report from the newspaper found that three quarters of senior decision makers remain committed to investing in their brand as much as, if not more than, before the pandemic.

But where last year’s study found widespread misalignment between the marketing tactics perceived by senior leaders to be most effective at building brands and those which are proven to be drivers of those objectives, this year’s identified a divergence between the perceptions of marketers and those of non-marketers when it comes to financial planning.

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