Beyond the balance sheet: learning finance’s three dialects to unlock marketing impact

By Mofeoluwa Awe

“Speak the language of finance” has long been a mantra for marketers. However, there’s a catch: a single, universal language of finance doesn’t exist. Instead, a variety of dialects influence how various financial stakeholders perceive value. Consequently, marketers who fail to differentiate themselves from the pack risk missing out on opportunities to prove their value.

The Myth of a Single Finance Voice

Finance is not a homogeneous department. While a CFO, a financial controller, and an investor relations manager all share a core responsibility for statistics, their goals and perspectives vary greatly. When marketers believe there’s only one “finance language,” they oversimplify their approach and, as a result, underperform.

The Three Dialects Marketers Must Understand

1. The CFO’s Dialect: Strategic Value Creation

CFOs think about long-term progress, capital allocation, and risk management. Therefore, marketing’s role is to demonstrate how investing in brand and demand reduces risk and creates long-term revenue streams.

2. The Controller’s Dialect: Efficiency and Accountability

Controllers are focused on budgets, making accurate predictions, and keeping costs down. Accordingly, marketing needs to show practical control, provide clear ROI models, and offer transparent tracking of spending and results.

3. The Investor’s Dialect: Market Confidence

Analysts and investors look for signs of a strong brand, a competitive edge, and a large market share. So, what is the job of marketers? They must translate customer demand and brand value into financial narratives that build investor confidence.

Bridging the Gap: From Campaign Metrics to Business Outcomes

Financial professionals talk about EBITDA, cash flow, and profit. Therefore, marketers must build a bridge by connecting their activities to business results, such as cost of acquisition, customer lifetime value, and the effect on retention and brand-based selling power.

Why This Matters Now

Marketers who are fluent in all three languages of finance can not only protect their budgets in an age of tightening oversight but also gain influence over their peers. Ultimately, they are no longer seen as an expense but as a source of development at the boardroom table. Marketers who master all three dialects can not only make friends in finance but also secure a seat at the planning table, where they can shape the future of growth.