They belong to the same C-suite. They both want the business to succeed. But in many instances, the corner offices of the chief financial officer and the chief marketing officer might as well be corners in a wrestling ring—with both parties grappling for control of the company’s strategic vision.

Here we examine the reasons why CFOs need to collaborate and unite with their CMOs, the best ways to achieve this through data and analytics, and the many benefits of strengthening this most unique of C-suite relationships.