How to Tell Your Accountant to Chill (Without Starting a War)

Why marketing isn’t your cost centre — it’s your growth engine

We’ve all been there.

You’re ready to invest in marketing that moves the needle. You’ve got the strategy, the creative, the tools. But before anything launches, you hit the familiar wall:

“Can we really afford this right now?”

The accountant has entered the chat.

Now, let’s be clear, your finance team isn’t the villain. They’re doing their job: protecting margins, managing risk, and ensuring the business stays lean.

But when marketing is treated like a cost to be contained — instead of a growth lever to be activated — the business suffers.

So, how do you bridge the gap? How do you move from “defending spend” to “driving strategy”?

Simple. You help your finance team see marketing in a different light.

The “Let Marketing Breathe” Checklist

Here’s how to help your accountant chill and get on board with your growth vision:

1. Show the Bigger Picture

This isn’t about a Facebook ad or a few blog posts. You’re building demand, brand equity, and revenue potential.

Frame marketing as a business growth system, not a campaign line item. Use actual projections, long-term KPIs, and examples of compounding returns (like SEO, email lists, or retargeting pipelines).

2. Report Like a CFO

Don’t bring them CTRs and impressions — bring them ROI, CAC, CLTV, and conversion velocity. Speak their language. Show how leads turn into revenue and how that revenue scales with investment.

3. Prove the System Works

CRMs like HubSpot or Pipedrive aren’t just tools; they’re tracking systems that connect spend to sales. Show your funnel. Show your automation. Prove that marketing isn’t guesswork – it’s engineered for outcomes.

4. Set Guardrails, Not Handcuffs

Agree on test budgets. Build in review cycles. Let them see the plan, but don’t let it get frozen by fear. Growth takes space to experiment, and some early spend might not convert immediately. That’s okay.

5. Educate Along the Way

Invite your accountant to strategy sessions. Show them what’s changing in the digital landscape. Help them understand why brand matters, even when it doesn’t instantly appear on a balance sheet.

Final Word:

Marketing is no longer the “arts and crafts” department — it’s where growth happens. However, it only works when finance and marketing speak the same language.

So next time the accountant pushes back, hand them this post — and remind them:

“You wouldn’t kill product development just because the first version didn’t sell. So why treat marketing that way?”

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.