Research

So many calls are out to bridge the managerial gap between Marketing and Finance. Numerous scientific publications demonstrate the potential for value creation when Marketing and Finance work together.

But, an important question remains unsolved - how exactly can we unite the two worlds in practice? This research proposes an incredible simple solution - make Marketing speak the language of Finance by communicating in Spreadsheet format. This research shows that just integrating the value proposition of a Marketing proposal into the classical way Finance does the math - a Discounted Cash Flow spreadsheet, the marketing proposal is evaluated more positively and is more likely to being accepted by decision makers.

No new or different information added - just a few lines in the DCF sheet do the trick - as simple as that!