Why Marketing and Finance Must Collaborate in 2025 

For new-age businesses, the pressure to grow, scale, and remain competitive in an increasingly complex world is greater than ever. To thrive, businesses need to align their core functions. Yet, one of the most overlooked opportunities for driving operational and strategic success lies in the collaboration between two vital departments: marketing and finance. 

Industry leaders Domingo Iudice and Claudio Matarrese from Brainpull shed light on this collaboration in a recent webinar, highlighting why SMEs should prioritize it, the challenges to overcome, and the key opportunities it unlocks. 

Collaboration Between Marketing and Finance

“Marketing and finance often speak different languages,” says Domingo Iudice, Marketing Director and Co-founder of Brainpull. “But the success of any business depends on finding common ground where budget planning and measurable marketing outcomes intersect.” 

Traditionally, marketing teams focus on creative campaigns, customer engagement, and brand awareness, while finance departments center on cost control, forecasting, and financial sustainability. This working in silos can lead to misaligned strategies or inefficiencies. 

Claudio Matarrese, CFO of Brainpull, explains the pivotal role finance plays in strategic marketing efforts. “Finance needs to provide marketing with clear goals, budgets, and timelines while also understanding the risk and potential upside of investments in marketing. This alignment ensures every dollar spent is tied to measurable business outcomes.” 

Here’s why this collaboration matters even more in today’s business landscape:

• Efficient Budget Use: When marketing knows the financial goals and finance understands campaign objectives, businesses can allocate resources to maximize ROI.
• Data-Driven Decisions: Sharing metrics and insights allows businesses to track campaign performance in real-time, enabling faster adjustments. 
• Sustainable Growth: Aligning marketing efforts with financial planning helps businesses scale operations without unnecessary risk. 

Challenges and How to Overcome Them 

One major obstacle businesses face is the misconception that marketing is “just a cost.” This outdated view limits marketing’s potential to drive business growth. 

“Finance teams need to regard marketing as an investment rather than an expense,” says Claudio. “At the same time, marketing professionals must own metrics like ROI and CAC (Customer Acquisition Cost) to prove the financial impact of their work.” 

Additionally, time synchronization is often an issue. Marketing may push forward with initiatives without consulting finance, and vice versa. Both teams must come together early in the planning phase. “Periodic check-ins to review progress against shared metrics can help keep both teams aligned,” Domingo adds. 

The Role of Shared Metrics 

Shared metrics act as a bridge between marketing and finance. Without them, departments lack transparency, often leading to inefficiencies. 

According to Claudio, “A departmental dashboard with metrics like ROI, LTV (Lifetime Value), CAC, and Payback Period creates a clear picture for both teams. Using shared KPIs ensures everyone is working toward the same objectives, whether that’s increasing leads or improving profitability.” 

Balancing Brand Building With ROI Accountability 

Brand building often feels at odds with ROI-driven accountability, but finding harmony between the two is crucial. 

“Budgets should no longer flow top-down,” Domingo argues. “Instead, finance and marketing should co-create strategies where long-term brand-building initiatives are balanced with ROI-focused campaigns.” 

One key approach lies in data-driven methods such as OKRs (Objectives and Key Results). By setting long-term KPIs for brand building while tracking short-term ROI-focused metrics, companies can achieve both objectives simultaneously. 

“Clear targets at the ROI level, paired with campaigns that align with company objectives, make it possible to measure effectiveness across every channel,” Domingo explains. 

Unlocking Growth With Alternative Financing

Many SMEs struggle with cash flow constraints, particularly when investing in marketing campaigns. This is where innovative financing tools like Viceversa come into play. 

“Marketing often faces deferred revenue cycles, where costs are incurred upfront but returns take time,” Claudio notes. “Solutions like Viceversa allow businesses to fund these critical campaigns without straining liquidity.” 

For example, Brainpull leverages financing to manage its marketing operations efficiently. “We utilize Viceversa to cover lead-generation campaign costs on platforms like Google and Meta,” says Claudio. “When client invoices are due, the platform’s revenue-share repayment model ensures cash flow is freed for other strategic uses.” 

Role of AI in Marketing and Finance 

Artificial intelligence (AI) is revolutionizing how marketing and finance teams collaborate. From predictive analytics to smarter budgeting tools, AI is a game-changer for SMEs looking to harness data insights. 

“AI doesn’t replace teams,” says Claudio. “Instead, it augments their capacity to make informed decisions, ensuring alignment between marketing and finance.” 

Not in the future, but today

Collaboration between marketing and finance isn’t just a futuristic concept; it’s here, and it’s essential. SMEs that foster this teamwork will find themselves better equipped to scale their businesses sustainably, leveraging data-driven insights to make smarter decisions. If you’re ready to explore how flexible, data-driven solutions can transform your business, visit Viceversa’s growth platform to learn more. With equity-free financing and actionable insights, Viceversa empowers SMEs to achieve sustainable growth with ease.

Still unsure, if this is the right choice for your business? Get in touch with us here.

Interested to hear more? Check out Viceversa’s RBF platform today.