An advanced course for senior marketers and other professionals seeking to lead in marketing-related finance at a corporate level. This course will help delegates talk to finance on their own terms and derive greater value from the relationship between finance and marketing functions. 

The course starts from the premise that there is often a mismatch in agenda between today’s marketing leaders and finance teams. Delegates will explore how marketers can contribute to solving strategic marketing challenges in a way that includes a finance perspective, moving the relationship from ‘confrontation to collaboration’. 

Who should attend?

This is a course for those in marketing leadership roles, who believe they should seize the initiative through a greater understanding of the finance function, how it operates, and how it can be managed to deliver greater value to the marketing function. The themes explored will be relevant to those in any size or maturity of organisation and any category. 

Learning outcomes

  • Understand the nature of effective financial leadership and the relevance of a marketing perspective 
  • Understand the different challenges facing finance functions and marketing leadership 
  • Explore what finance functions can (and cannot) do to help you in a marketing leadership role 
  • The importance of key finance documents, (the P&L statement, balance sheet and cashflow) their purpose and limitations 
  • Understand key principles of finance, such as prudence, going concern, accruals and matching and depreciation 
  • Review key analytical tools such as cost-benefit, break-even, payback, discounted cashflow/NPV and internal rate of return  
  • Review different approaches to budgeting, including zero-based, bottom-up and top-down, incremental, and rolling budgets 
  • Explore approaches to marketing and brand valuation  
  • Develop an understanding of the key strategic questions to ask of finance, and the role it can play in supporting your marketing goals 
  • Develop greater confidence with finance terminology 

Course Dates

Start Date Duration Location
06 Oct 2022 1d Virtual
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08 Dec 2022 1d Virtual
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Course Director

Jon Pope

Jon Pope has worked in sales and marketing for most of his career, spanning the media, pharmaceutical industry, consulting and HR services. He has run businesses, managed budgets, led sales teams, and worked for large and small organisations, including the Virgin Group and the BBC. He’s bought, sold, negotiated and debated contracts with legal teams and accountants. He’s developed sales proposals and presented to hostile audiences. He’s smashed sales targets and had the pleasure of hiring, managing and developing many highly successful teams and working with many great sales people.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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