Insight for 10-13-20

"When we blame the CFO and the other [executive] suite members, what we are missing is it’s our job to represent what we do because we are marketers. We are meant to understand how to communicate to our different target audiences. When the CFO doesn’t get the value of branding, [or] doesn’t allow us to propose the budget, it is not the CFO’s fault, it is our fault."

Marketing expert Mark Ritson, speaking during a Q&A session last week at the Festival of Marketing, as reported by Marketing Week in its coverage of the annual U.K. marketing conference.