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Strengthening the Marriage Between Marketing and Finance

Sponsored by Hyperion Solutions

Date:Wed, Jan 28, 2004
Time: 2:00 P.M. ET
Duration: 1 hour
Cost: Online FREE

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Summary

The annual financial and marketing planning ritual sends a sizeable ripple throughout the entire company, and often it’s the finance department’s goal to determine the fiscal impact of marketing’s enthusiastic and vigorous goals. The process requires the ability to see the financial implications of marketing’s vision that could involve capital investment, M&A and divestiture, as well as basic budget allocations.

CFOs and their teams need to make sure risks are identified, while gaining insight into the consequences resulting from fluctuations in price, revenue, cash, and expense and labor variables. It is this information that ultimately helps managers realize and set expectations about business performance. In this Webcast we'll discuss the road that financial, planning and marketing teams must travel to create successful plans, including:

  • drafting a high-level strategic financial and business plan
  • leveraging strategic financial modeling to test and realize the plan, goals, process and expectations
  • obtaining the 'buy-in' of top, senior and middle management
  • communicating the plan and its specifics.

    To help managers with the entire process, Hyperion executives and industry analysts will examine the role of planning throughout the fiscal year, in a series of three webcasts. In this, the first webcast, we’ll look at how companies are translating strategies into plans, monitoring plan execution, and finding necessary insights into managing and improving financial, marketing and operational performance. Attention will also be devoted to enterprise class modeling solutions - as they are enabling corporations to test financial, operational and planning assumptions by modeling the processes, costs and activities that ultimately drive increased profitability. Furthermore, financial modeling software allows companies to determine costs, capacity, activity levels and production volumes across the enterprise, while at the management level, helping to simulate, dynamically test and compare alternate business scenarios and identify the optimal solution that will maximize business performance and profitability.


  • Presenters
    • Lawrence Serven

      Lawrence Serven

      Principal
      Buttonwood Group

    • Douglas Booms

      Douglas Booms

      Director of Market Development
      Hyperion Solutions




    Transcript

    It is clear that the relationship between finance and marketing is all about strategy. Marketing is about product, competitive, and customer strategy; all of which have profound implications for finance, they affect nearly every account in the company’s books. As well, financial decisions and constraints affect what marketing organizations can and can’t do.
    So then, what is the relationship between finance and marketing? Who’s driving whom?
    This webcast features several speakers who believe both functions should be aligned around a corporate strategy that focuses on a shared understanding of a few marketing-oriented objectives that have financial and operating measurements.

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