Overview
The strongest CMO–CFO partnerships don’t eliminate tension—they design for it.
As investment pressure and accountability increase, the tension between growth, ambition and financial discipline is harder to manage. When it surfaces too late, decisions slow and value is lost.
This roundtable brings senior marketing and finance leaders together to discuss insights from Deloitte’s latest Canadian CFO–CMO research, and how leading organisations create the conditions for healthy tension to surface early—enabling faster, more confident decisions. This is a peer-level discussion for leaders who want to work well together but find current decision rhythms and evidence standards don’t always hold under pressure.
What to expect
- CFO and CMO perspectives on what builds (and erodes) confidence in marketing investment
- Research-backed insights on how healthy tension improves decision speed and quality
- Facilitated discussion on governing trade-offs across growth, risk, and value
What you’ll gain
- A practical way to use healthy tension to improve—not delay—decisions
- Clearer insight into how finance evaluates uncertainty and long-term value
- Operating practices you can apply immediately to planning, reallocations, and reviews