Marketing has never had more data—but many marketing leaders still struggle to answer the one question executives care about most: Did marketing create business value?

In this episode of MarketingEDGE, Jess Mand explores how marketing leaders can become more financially fluent by moving beyond campaign metrics and speaking the language of finance. Featuring insights from Christopher Lazzaretti, President of Data Solutions at Deluxe, the conversation examines why impressions, clicks, and engagement are no longer enough in executive conversations.

Learn why incrementality testing, customer lifetime value, unified customer data, and shared measurement frameworks are becoming essential tools for marketers looking to build credibility with CFOs, secure investment, and demonstrate long-term business impact.

What You'll Learn

- Why executive teams care more about business outcomes than marketing activity

- How to communicate marketing performance using financial metrics

- The role of incrementality testing in proving marketing's true contribution

- Why customer lifetime value changes how marketing investments are evaluated

- How unified customer data improves AI-driven marketing decisions

- Why shared measurement frameworks strengthen trust between marketing and finance

- How to build an investment case instead of presenting a dashboard

Why It Matters

As organizations face tighter budgets and greater scrutiny over every investment, marketing leaders must demonstrate how their work contributes to revenue growth, profitability, and long-term business value. Financial fluency isn't just a valuable skill—it's becoming a competitive advantage for marketing leaders who want a stronger voice in executive decision-making.