Finance's Support Of Marketing's Effectiveness

David, I was just involved in a CFO Roundtable that focused on how CFOs are collaborating with Marketing Leaders at their companies to define and optimize Marketing ROI (MROI). Here is a link to my blog about the event take-aways (https://thecfoalliance.org/blog/the-essential-cfo-building-trust-to-define-and-optimize-marketing-roi--2).
A great resource for you could be Shashi Matta, Clinical Assistant Professor of Marketing, The Ohio State University. I hope this helps.

This is a little different from what you're asking but I think it plays, nonetheless. In my mind, there are several critical things that you can do to serve the company's marketing effort.

1. Develop and maintain interpersonal relationships with the various actors in the Marketing department.

2. Provide budgeting support.

3. Customize the reporting system to allow deeper analysis of specific events and campaigns.

4. Understand the industry metrics. How much do others in the industry spend on various different forms of marketing? Is your company in line with that spending level?

5. Develop an ROI model that allows you to glean some level of understanding vis-a-vis the impact of any individual campaign.

6. Provide regular analytic reviews both at a budget level (here's what you're spending looks like) and at a program level (here's the full cost of each event/show/campaign) and here's the impact on revenue/orders/order backlog.

Remember the old saw that 1/2 of all marketing dollars are a total waste but don't think that you are any better than the Marketing people at predicting which dollars will be better spent.