Marketing was always considered a subjective evaluation area, but in the last years, measuring
marketing and its impact over companies’ performances are a very current theme in
market discussions and academic literature, specially books and business schools. Being an
emerging subject, a lot of practices still are little known and concentrated in business men.
Despite the idea of Controllers as Business Partners, literature shows that the interaction
between marketing and controlling isn’t well known. This paper proposes to explore three
questions: (1) a closer relationship between Marketing and Finance teams implies in greater
knowledge that one has about the other;(2) a closer relationship and more common
knowledge implicate in Marketing Performance Measurement KPI’s and Tools more relevant
to business discussions; (3) and finally, how the first two questions impact the performance
of the company. Through a survey with 63 respondents, results corroborate that
there’s a positive impact between interaction, as a trait of business culture, and interaction
between Marketing and Finance Departments. This relationship generates more Finance and
Marketing knowledge impacting companies’ performance in a good way.
