How marketing is working with finance to shake off the ‘us versus them’ attitude

The relationship between marketing and finance is arguably one of the most important within any business. Traditionally perceived as an adversarial tug of war between marketing on one side spending the money and finance on the other trying to save it, this relationship has evolved into a modern marriage of equals.
This new look relationship is being forged by closely working teams which possess a shared vision for the business and an appreciation of each other’s specialism.
Closeness very