Aviv Canaani, VP Marketing, Datarails, and Christian Wattig, Head of Training at Datarails and founder of FP&A Prep,  join Paul Barnhurst for a conversation about marketing vs finance in a business. 
In the world of business it sometimes feels like finance and marketing are talking a different language. Christian Wattig has been the FP&A leader at some of the highest profile marketing teams on the planet at P&G and Unilever where campaigns for brands such as Dove, Skippy and Hellman’s saw marketing spend hundreds of millions of dollars.  In this episode he talks about some of the biggest challenges, misconceptions, and opportunities between FP&A and marketing and actionable insights when partnering with creatives in a business. 
Joining Paul and Christian is Aviv Canaani, VP Marketing, Datarails. 
Giving the marketing take on the finance-advertising relationship, Canaani has led multi-million dollar marketing campaigns at companies including IBM. Since then he has led marketing at hyper growth startups, Workiz and Datarails. In this frank discussion Canaani talks about the conflicts with marketing: “We are not always sure that the finance people have our best interests at heart.”
Also in this episode
How can FP&A teams work with marketing on long-term marketing investment 
How to build trust between finance and marketing
The best way to make a finance case for marketing investment 
How to best market to an FP&A audience
How FP&A can help measure direct response marketing
Making yourself aware of the wildly different incentives for finance teams vs marketing teams 

Watch the full show on YouTube
Read the full transcript and blog
Connect with Christian Wattig on LinkedIn
Connect with Aviv Canaani on LinkedIn
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Links from the episode
FP&A Prep
https://www.fpaprep.com/
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