Chief financial officers take on traditional CMO tasks using data and analytics to drive customer strategy

Chief financial officers take on traditional CMO tasks using data and analytics to drive customer strategy 940 470 C-Suite Network

With the drive to improve customer experience a company-wide concern, the traditional role of the CMO is evolving to include the data-centric CFO as the driver of customer experience.

A combined study between Dunn & Bradstreet and Forrester revealed that 53% of finance leaders surveyed report being responsible or accountable for customer-focused initiatives.

The report is based on 250 CFOs and EVPs of finance familiar with their organization’s use of data/analytics to inform decision and strategy.

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Because positive business results are often fueled by customer experiences, chief financial officers use data and analytics to drive home customer strategy. By insuring that it is rooted in insights that drive favorable outcomes, 36% of finance executives surveyed were identified as customer-obsessed leaders. The report also shows data and insights driven companies are 39% more likely…

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