Imagine
a CEO having to prove they add to the bottom line; Or a CFO and finance
department having to prove they are worth having or that this set of accounts
has this result on performance-it would be madness. Yet organisations expect
other functions such as communications, marketing and similar to prove their
impact like a scientific experiment. It is time organisations recognised that
these functions are just essentials of businesses similar to having a CFO.
Dr James Cowley
Strategist – Future trends analyst and author
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