Chief Financial Officers (CFOs) are wired to want proof, not promises. While we marketers light up at impressions, and engagement — excuse the stars in my eyes — CFOs focus on revenue, risk, and return. This clash of professional love languages can create friction in budget conversations, performance reviews, and board meetings. I’ve experienced this tension too many times to count, over the years. My teams knew that sales couldn’t have closed without our marketing, but with so many touchpoints and an evolving data climate, it became increasingly difficult to prove. Thankfully, we’ve found our ways. This guide will share […]