From Skeptic to Ally: How to Win Over Your CFO

The finance team at your company can be your greatest allies or your worst enemies. Finance folks use a language and decision-making style that is based on profit and loss and expenses and revenue, which doesn’t always mesh with how marketing is thinking about their budget. If you lean too hard into trackable demand gen metrics, you put your branding budget at risk. And today’s complex (and expensive) marketing tech stacks also raise red flags with CFOs.

Join Tish Millsap as she explains how to speak the language of finance, tips and tricks on how to manage your spend and work with your finance team, and—most importantly—which metrics you should focus on to show the effectiveness of marketing spend.

In this session, you’ll learn how to:

• Change your language to connect marketing priorities to revenue goals
• Show finance you’re managing the marketing spend in a responsible way
• Establish the key metrics you should be sharing with your financial team on a regular basis