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Money is always tight. But the so-called tensions between the finance and marketing functions are the normal tensions that exist when searching questions are asked about return on investment (ROI). And it’s more complicated now because so many CFOs are getting better at understanding the way marketing works.

Ultimately, business is about generating more money than we spend and ensuring what we do spend is well and prudently spent. Owing to this pressure that we spend well and almost certainly need to find savings during the year, any smart marketer is going to be well versed in how to save money and, perhaps even more importantly, how to defend ...

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