Finance views the marketing budget in black and white, while marketing wants to see it in technicolor, based on the go-to-market plan.
Is finance dictating what color your budget must be?
CEO Darin Hicks discusses Hive9's marketing budget management capabilities.
Hive9 financial management recognizes that marketing doesn't plan from the same point of view as finance, and that marketers need to be able to plan according to their go-to-market strategy while drawing funds from their financial budgets.
Marketing planners can enter top-down campaign budgets that reflect their priorities while entering bottoms-up planned costs that draw from the relevant finance budget.
With Hive9 supporting multiple points of view, finance can see the world from their cost center and GL code lens and see where marketing is using those funds across their plans, while marketers can see the world from their go-to-market lens with a view of how the budget is getting consumed.
The marketing plan becomes your "use of funds," while the financial budget represents your "source of funds."