Firms should look to foster cooperation between their finance and marketing departments, according to three leading professional bodies.
The Chartered Institute of Management Accountants (CIMA) has joined forces with the Direct Marketing Association and the Chartered Institute of Marketing in order to highlight the benefits on offer by ensuring accountants and marketers are working in harmony.
In order to demonstrate this, they have produced a report showcasing the Infinity Model, a method targeted at helping demonstrate the impact of marketing on a firm's bottom line.
Ray Perry, director of brand at CIMA, said: "While marketers and finance professionals have sometimes had a disjointed working relationship, this innovative report and model aim to bridge that gap for any size of organisation in any market."
The check-lists included in the report, along with the Infinity Model, will help people in the two fields work even more closely than they had done in the past, he added.
Earlier this year, CIMA was named Accountancy Body of the year at the PQ Magazine awards.
