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open their books to scrutiny
Thread poster: clearwater
clearwater
clearwater
China
Local time: 14:29
English to Chinese
Dec 23, 2013

To reverse this perception, we believe that CMOs must become true collaborators with CFOs and adopt an MROI approach that’s driven by analytics. The good news is that the same mountains of data that can deliver an array of value-creating insights can also help CMOs demonstrate marketing return on investment at a level of detail that the CFO expects. In our work with clients in dozens of sectors over more than five years, we have found that the strongest CMO–CFO partnerships develop when both... See more
To reverse this perception, we believe that CMOs must become true collaborators with CFOs and adopt an MROI approach that’s driven by analytics. The good news is that the same mountains of data that can deliver an array of value-creating insights can also help CMOs demonstrate marketing return on investment at a level of detail that the CFO expects. In our work with clients in dozens of sectors over more than five years, we have found that the strongest CMO–CFO partnerships develop when both parties take five actions: open their books to scrutiny, focus on the metrics that matter, balance short-term and long-term value creation, consider savings as well as spending, and seek opportunities to collaborate.
为了扭转这种观念，我们认为，CMO必须成为与CFO真正合作的对象，并采用基于分析技术的营销投资回报率方法。好消息是，海量数据能为我们带来丰富的洞察力，进而创造价值；同样这些数据还可以帮助CMO们证明营销投资回报率，详细具体之程度可以满足CFO的要求。我们在五年多的时间里，为众多行业的客户提供咨询服务。我们发现，只有CMO与CFO都采取了五个措施，才能建立起最牢固的关系；这五个措施是：XXXX，着眼于重要的衡量指标，权衡短期效益的创造和长期效益的创造，考虑开支和节省，以及寻求机会合作。

请问open their books to scrutiny是啥意思？
文章在后面分别叙述了这 five actions，其中对应的open their books to scrutiny的是Create an ‘open book’ mind-set这个标题。两者应该意思相近。

谢谢指点！ ▲ Collapse
 
Lincoln Hui
Lincoln Hui  Identity Verified
Hong Kong
Local time: 14:29
Member
Chinese to English
+ ...
帳簿透明度 Dec 23, 2013

公開帳簿
 
clearwater
clearwater
China
Local time: 14:29
English to Chinese
TOPIC STARTER
谢谢！ Dec 23, 2013

Lincoln Hui wrote:

公開帳簿


谢谢Lincoln！

如此看来，后面的对应小标题Create an ‘open book’ mind-set是不是可以处理成：建立“账簿公开”的机制？
 
YR-M
YR-M  Identity Verified
Australia
Local time: 16:29
English to Japanese
disclose to public? Dec 23, 2013

How about something like "disclose information on their financial state for public observation"?
 
wherestip
wherestip  Identity Verified
United States
Local time: 01:29
Chinese to English
+ ...
It doesn't mean divulging confidential info to the public Dec 23, 2013

YRM wrote:

How about something like "disclose information on their financial state for public observation"?


In this context, it only means open their books to each other for scrutiny, not to the public.

"Create an ‘open book’ mind-set" means to foster trust and honesty between the CFO and CMO. 中国话就是互相之间开诚布公， 不留一手.


[Edited at 2013-12-23 11:34 GMT]
 
clearwater
clearwater
China
Local time: 14:29
English to Chinese
TOPIC STARTER
谢谢！ Dec 23, 2013

wherestip wrote:

YRM wrote:

How about something like "disclose information on their financial state for public observation"?


In this context, in only means open their books to each other for scrutiny, not to the public.

"Create an ‘open book’ mind-set" means to foster trust and honesty between the CFO and CMO. 中国话就是互相之间开诚布公， 不留一手.


谢谢Steven的解答！
 


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