For reasons obvious to anyone working in marketing and / or professional services, I& #39;ve been thinking a lot about the relationships between marketing and finance recently.

I agree 100% that marketers need to work harder to build relationships with finance 1/4

However, this argument assumes that marketers are always commercially dense and that finance are always commercially savvy.

In many cases this is true, but what about the cases when it isn& #39;t? 2/4

What should marketers do when they present a well thought out plan & budget, supported by evidence, which finance reject because the computer says no?

What happens when the roles are reversed - when the marketer is commercially savvy & finance commercially dense? 3/4

This is similar to the point that @rorysutherland makes about creative people having to justify their proposals to non-creative people, but never vice versa 4/4