Learning Lab: Aligning Marketing and Finance Strategy | Virtual
Virtual
1:00pm to 2:30pm // 3 March 2026
Register now
We are delighted to bring you details of our next Accelerate Learning Lab with David Haigh, Chairman of Brand Finance.
David will be joined by Mike Rocha, Chief Commercial Officer at Brand Finance, together they will look at the full strategic planning cycle.
Marketers are under pressure to deliver short-term results while building long-term brand value - yet marketing and finance often plan in parallel rather than in partnership.
This practical webinar focuses on how marketing strategy can be aligned with financial planning across the full strategic cycle, from multi-year ambition setting through annual planning and in-year performance reviews.
Venue
Zoom WebinarDate
3 March 2026Time
1pm - 2.30pm GMT | 5pm - 6.30pm GST | 8am - 9.30am ESTDress Code
Smart CasualTICKET & PRICES
Business Team Member
This event is included in your membership, please make sure you are logged in and then click on Book your ticket at the top of the page.
INDIVIDUAL MEMBERS
This event is not available for your tier of membership, consider upgrading by contacting [email protected]
MEMBER PLUS
Your ticket is included in your membership, please make sure you are logged in and then click on Book your ticket at the top of the page.
MEMBER ACCESS ALL AREAS
Your ticket is included in your membership, please make sure you are logged in and then click on Book your ticket at the top of the page.
SUBSCRIBER/DIGITAL MEMBER
This event is not available for your tier of membership, consider upgrading by contacting [email protected]
CPD Learning Objectives
HOURS
1 hours
This session qualifies for 1 hour of self-declared CPD learning. Please check with your professional body if this activity qualifies under your scheme and retain this summary as confirmation for your CPD records.
CPD Learning Objectives
1. Evaluate the Marketing-Finance Gap: Identify systemic friction points between marketing strategy and financial planning to move from "parallel planning" to a collaborative partnership.
2. Integrate Marketing across the Strategic Cycle: Align brand initiatives with the full financial calendar, from multi-year ambition setting through to annual budgeting and in-year reviews.
3. Translate Brand Health into Financial Impact: Demonstrate the specific ways strong brands drive growth, improve profit margins, and reduce commercial risk using real-world case studies.
4. Quantify Marketing Value for Non-Marketers: Apply frameworks that translate marketing metrics into the language of finance to build trust and credibility with the CFO.
5. Construct a Robust Business Case for Investment: Develop a financially grounded rationale for brand-building budgets that balances short-term delivery with long-term value creation.
What to Expect
Drawing on real-world case examples, the session demonstrates how strong brands drive growth, improve margins, and reduce risk - and how that value can be quantified in ways finance teams recognise and trust.
The session provides a clear framework for making the case for brand investment, justifying marketing budgets, and aligning senior stakeholders around a financially credible marketing plan.
How to communicate the value of marketing in terms that CFOs and senior stakeholders recognize and trust.
What conferencing platform do we use?
All our virtual events are conducted over Zoom
Will the session be recorded?
If our speakers allow the session will be recorded and made available for Members who booked onto the session
