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Author Archives: Andrew Reeves

About Andrew Reeves

Andrew is a commercial consultant within the marketing services industry helping his clients develop and grow. His skill set is helping agencies develop the right financial tools including planning, operations and pricing to help realise their potential.

10 ways the CFO could help their CMO be more financially and commercially successful

Being a CFO for an agency has often made me wonder whether the same rules apply to running a successful growing business, as it would if I were a CFO on the client side. The qualifications are the same, the remit of growth and control are also the same, the principles of risk and reward, the same. Perhaps the largest difference is that as a CFO of an advertiser my focus is on the so-called directs of the business. The product itself, how it is manufactured, distributed and sold. Marketing as an indirect, might not be a core priority for me. Which is a shame, because as David Packard quite aptly observed, marketing is too important to be left to the marketing department. Continue reading

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