MARKETING
Helps CFOs evaluate and govern marketing investment through the lens of unit economics, covering CAC, LTV, marketing funnel analysis, budget architecture, attribution, brand investment ROI, and pricing strategy. It includes shared CFO-CMO dashboards, marketing technology evaluation, and a detailed relationship architecture for the CFO-CMO partnership.
How Marketing Thinks β The CFO’s Foundation
Building the Foundation for Cross-Functional Financial Leadership
The Marketing Funnel β A CFO’s Financial X-Ray
Reading the Funnel as a Capital Allocation Problem and a Cash Flow Statement
CAC, LTV, and the Unit Economics of Customer Acquisition
The Definitive CFO Framework for Customer Acquisition Economics
Marketing Budget Architecture β How CFOs Should Build and Review It
Building a Finance-Grade Marketing Budget from First Principles
Attribution, Analytics, and What the Data Actually Proves
Building a Finance-Grade Marketing Analytics Framework
Brand Investment β The CFO’s Hardest Conversation
How to Evaluate, Model, and Defend Brand Investment Using Financial Frameworks
Pricing, Positioning, and the CFO’s Role in Revenue Architecture
How CFOs Should Lead Pricing Decisions β Not Just Approve Them
Key Metrics, OKRs, and KPIs β Building a Shared Dashboard
The Complete CFO-CMO Metrics Framework and Shared Scorecard
Marketing Technology β The CFO’s Evaluation Framework
How to Evaluate Every MarTech Investment as a Capital Allocation Decision
Teaching Finance to Marketing β The CFO as Educator
Building Financial Fluency in the Marketing Team β Permanently
Case Studies I β The CFO-CMO Partnership in Action
Two Complete Case Studies β Frameworks Applied to Real Business Situations
Case Studies II β Navigating the Board and the Budget
Two Case Studies in High-Stakes Marketing Finance Conversations
Case Studies III β The CFO-CMO Relationship Under Pressure
Two Final Case Studies in Finance-Marketing Partnership
The CFO-CMO Relationship Architecture
Building the Structural Foundation for a Permanent Partnership
Master Summary β The Complete CFO Speaks Marketing Reference
Every Framework. Every Formula. Every Decision Rule. One Reference.