The topic of an upcoming seminar tempted me to write this! In the context of today’s competitive business environment and the business models that are emerging, both these functions (and the very terms marketing and finance) are insular, myopic and irrelevant. Instead, what businesses need is value-chain based cross-functional  ulti-disciplinary approaches e.g. supply chain, go-to-market, demand generation, customer retention, performance management, cost-optimisation, governance, compliance, etc. Contrast this with conventional marketers and finance professionals trying to defend their ‘conventional turfs,’ while a new ‘ball game’ is being played out!