Digital Transformation: Bridging the Gap Between Marketing and Finance

Mrs. Pooja P R; Prof. Shashidhar R

doi:https://doi.org/10.58419/gbs.v11i1.1112503

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Digital Transformation: Bridging the Gap Between Marketing and Finance

Pooja P R, Shashidhar R

https://doi.org/10.58419/gbs.v11i1.1112503

Published Online: July 28, 2025

Author Details ( * ) denotes Corresponding author

1. * Pooja P R, Research Scholar, MBA, Institute of Management Studies, Davanagere University, davanagere, Karnataka, India (poojapr.duggu@gmail.com)

2. Shashidhar R, Professor, MBA, Institute of Management Studies, davanagere University, Davanagere, Karnataka, India (shashi.hbl@gmail.com)

The paper explores the importance of digital transformation in bridging the gap between marketing and finance departments. It examines how these two functions, often working in silos, can achieve better alignment in the digital age to improve business performance. Using a literature review and case study analysis, this paper identifies key strategies, challenges, and outcomes of integrating marketing and finance functions. The study concludes that leveraging digital tools, shared data, and cross-departmental collaboration can drive improved profitability, cost efficiency, and overall business success.

Keywords

Digital Transformation, Marketing and Finance Integration, Cross-Departmental Collaboration, Data Analytics, Return on Investment (ROI), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), Marketing Performance, Financial Forecasting, Organizational Alignment

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