SBP 005: Accounting metrics for marketers, with Dave Bunce.

Often, marketers are more likely to align with an organization's sales team; however, should they not be spending more time with another critical business unit, finance?  We welcome to the show Dave Bunce, CEO of Morphio, to discuss the language barrier between marketers and the accounting/finance departments. Dave's unique background in finance, operations and technology allows him to combine historically siloed functions to enable marketing teams to scale. Join us as we dive into how marketers and finance professionals can work closer together, bridge the gap between the two disciplines, and ultimately drive more growth for their respective organizations. Don't forget to tune into our post pod discussion, where we recap our discussion with Dave and outline our key takeaways. ------------------------------------ Learn more about our guest Dave Bunce, Morphio and its digital performance monitoring & insights tool. Also, feel free to connect and follow and share our content. We are looking to build an engaged community! Our podcast page: Sleeping Barber Podcast Connect with your hosts: Marc Binkley, Vassilis Douros ------------------------------------ Podcast Timestamps: 0:42 - Intro to Dave Bunce 2:40 - Why is there a language barrier in the boardroom? 5:30 - What are tangible and intangible assets? 9:07 - Why is marketing viewed as an expense, and what can marketers do to help change that perspective? 14:20 - How post-mortems can help finance and marketing collaborate 18:40 - Why short-term ROI is a troubling obsession 25:40 - Creating a better budgeting process 31:19 - Why finance may have an issue with sales teams 33:20 - How future cash flows can help marketers get support for long-term brand building 36:35 - Why marketers need to understand present value and risk 39:12 - How finance builds budgets 40:35 - Why marketing should ask to join finance’s capital budgeting process 43:10 - What questions should marketers ask of finance? 46:45 - Financial metrics marketers need to know 49:58 - Trends marketers should keep an eye on 53:06 - V & Marc post-pod discussion