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Posted by Richard Evensen on June 6, 2012
Savvy market insights professionals understand that the CFO is the ultimate budget decision-maker and, as such, merits outreach by the head of market insights to show the value-add market insights provides. But does your CFO get market insights? Or does he or she see your department as a discretionary cost center? Reach out and share with him or her how market insights contributes to the business:
Not tangible enough still for a CFO who is all about the numbers? Forrester’s reports on Monetizing Market Insightsand Achieving ROI-Aligned Research And High Valueshow you how to identify and measure your value-add. Below are some real-life examples of how market insights has provided tangible and measureable improvements to the business:
Do you have a similar story to tell about the value-add of market insights? Please comment below (or send me the story and I’ll post it without any identifiers). It would be very helpful to your colleagues who are looking for ways to convince their CFO that market insights contributes to the business’ financial success!
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