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Marketing: A CFO’s Perspective

Ahh, my desk. I love being behind my desk crunching numbers, working on budgets, forecasts, and analytics. It’s safe, familiar, and my domain. I thought I had everything I needed to manage and help grow the business by making decisions based on financial charts, metrics and trends. Somehow, this wasn’t translating into a healthy pipeline or bottom line. I could not understand why, when we had a great product, a top sales team, and an internal marketing group in place. We’d allocated two-thirds of our sales/marketing budget to sales and one-third to marketing…what was I missing? One thing I know is that numbers don’t lie.