Bridging the Gap: CMO and CFO Collaboration - Esomar Best of the Year

In this new season of the Talking Insights podcast, we celebrate the best of the year at Esomar.For this episode we discuss the collaboration between Kantar and Google, which won the Best Use of Data Award at the 2025 Esomar Awards. Guests Mary Kyriakidi and Jorge Alagon share insights on bridging the gap between marketing and finance, emphasizing the importance of a shared language and metrics that resonate with both CMOs and CFOs. They explore how technology and data can redefine marketing's role in driving profitability and the necessity of collaboration for long-term business success.Learn more here: https://www.kantar.com/inspiration/org/why-the-right-leaders-are-critical-to-your-digital-marketing-transformationSend us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025