Reconcilable Differences

Marketing and Finance have a famously fractious relationship, with each accusing the other of failing to understand how to create value. That tension may seem to be dysfunctional, but when channeled right, it can actually be productive. Marketers see value creation as an externally oriented activity focused on the demand side: satisfying customers’ needs and […]

by

Jonathan Knowles

and

Richard Ettenson

by

Jonathan Knowles

and

Richard Ettenson

From the Magazine (June 2007)

Summary.

Reprint: F0706D

If Marketing and Finance can learn to get along, both can advance their agendas.

Marketing and Finance have a famously fractious relationship, with each accusing the other of failing to understand how to create value. That tension may seem to be dysfunctional, but when channeled right, it can actually be productive.

A version of this article appeared in the June 2007 issue of Harvard Business Review.

JK

Jonathan Knowles is the founder of the strategic advisory firm Type 2 Consulting and the codeveloper of the MAD approach to strategy.
RE

Richard Ettenson is Professor and Keickhefer Fellow in Global Marketing and Brand Strategy, The Thunderbird School of Global Management, Arizona State University.

Reconcilable Differences

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