paraphrase formal The proposed model in the article provides a practical tool for companies to achieve a balanced approach in their decision-making processes. By incorporating marketing indicators into the traditional financial scorecard, managers gain a more comprehensive understanding of their organization's performance and can make more informed strategic choices. This knowledge can lead to better resource allocation, improved marketing strategies, and ultimately, enhanced overall performance. Furthermore, the article emphasizes the importance of aligning financial and marketing objectives with the organization's strategic goals. This alignment ensures that all departments and functions within the company work cohesively towards a common vision. It encourages cross-functional collaboration and the integration of financial and marketing perspectives throughout the organization, promoting a more strategic and holistic approach to decision-making