Incubeta CFO emphasizes marketing and finance alignment for growth

At the Next-Gen C-Suite event organized by Incubeta, Greg Dos Santos, CFO of Incubeta Americas, addressed the evolving relationship between marketing and finance. He emphasized that for marketing to secure a seat on the board, it must move beyond reporting activity metrics like clicks and leads to demonstrating direct contributions to business growth, such as incremental revenue and investment returns.

Data highlights a significant gap in this alignment. According to Gartner, only 14% of CEOs and CFOs view their CMOs as highly effective drivers of business growth. In Latin America, a study conducted by NTT DATA, IAB Mexico, and Tecnológico de Monterrey reveals that only 7% of companies connect marketing efforts to business metrics like EBITDA or market share, while 47% still measure results solely by channel.