In the world of modern marketing, relationships are currency – but not all carry the same weight.
According to Marketing Week’s 2025 Career & Salary Survey, marketers are drawing clear lines around which departments matter most when it comes to driving success. And while collaboration is key across the board, some connections are seen as more valuable than others.
Sales Takes the Top Spot
Of the 3,500 marketers surveyed, nearly half (49.7%) said the sales team or chief sales officer is their most important internal relationship.
This comes as no surprise in an era where marketing is increasingly expected to deliver measurable results. With customer journeys becoming more complex and buying decisions more informed, marketers are aligning closely with sales to ensure consistency, speed, and impact.
Right behind sales, 46.5% of marketers identified the CEO as a key relationship – highlighting how strategic marketing has become in shaping company vision and growth. It’s a signal that marketers aren’t just executional teams anymore; they’re earning a seat at the top table.
Finance Falls Further Behind
In contrast, just 26.2% of respondents named the CFO or finance team as their most important relationship.
That’s almost half the proportion who prioritise sales. Similarly, only 24.7% of marketers selected the head of innovation or product as their key tie, followed by the head of insight (16.4%) and the chief operating officer (13.8%).
These figures paint a picture of marketers who are perhaps more focused on immediate revenue-driving partnerships than long-term financial rigour or product development. But does this come at a cost?
Balancing Revenue and Resources: Sales vs Finance
Prioritising sales makes sense in many cases – tight alignment can shorten sales cycles, strengthen lead quality, and create a unified customer experience. However, the downside is that over-indexing on sales may push marketers toward short-term wins over sustainable growth.
On the flip side, a close relationship with finance can ground marketing efforts in reality. Budget efficiency, ROI tracking, and risk assessment are all sharpened when marketers partner closely with their finance counterparts.
But for some, this relationship can feel restrictive – especially when financial oversight is seen as more of a gatekeeper than a growth partner.
The best marketers often find a way to balance both. They use finance to ensure accountability and sustainability, while using sales to fuel momentum and market relevance.
Final Thoughts: Rethinking Internal Alliances
While sales continues to top the list of most-valued internal relationships for marketers, it’s worth remembering that no department operates in isolation.
Building bridges across the business – whether with sales, finance, product, or operations – enables marketers to unlock broader insights, secure greater buy-in, and drive more meaningful outcomes.
Ultimately, the most successful marketers in 2025 and beyond will be those who think beyond silos. Prioritising one relationship over another might offer short-term gains, but the real power lies in collaboration that aligns commercial ambition with operational discipline.
