Send us Fan MailOne of the challenges that brands can often face when implementing a loyalty program is getting key stakeholders on the same page about the value of the initiative. More specifically, a chief financial officer and a chief marketing officer might have very different views of the program, with the former seeing it as a cost center while the latter sees it as a growth engine.  A CFO could focus on economics over perks by looking to add expiration policies or increasing redemption thresholds, whereas a CMO is focused on things like personalization, brand engagement, and customer acquisition and retention.  According to David Glantz, Director of Business Development for Germany’s Loyalty Partner Solutions (LPS), one of the key ways a CMO can bridge the divide with a CFO is by having the right KPIs in place to effectively argue the value of the program for not just customers, but also the company. KPIs are just one aspect of the program design that LPS helps its partners create.