Why Single-Point Forecasts Are Career Killers – And What to Do Instead “We forecast $2.4 million in pipeline from this campaign.” Famous last words. When you deliver $1.9M, you’ve “missed.” When you deliver $2.8M, leadership wonders why you sandbagged. The problem isn’t your forecasting ability – it’s that single-point forecasts are the wrong tool for […]
And What Will: Speaking Finance’s Language in the Boardroom You walk into the quarterly business review with what you think is a winning hand: “Our campaigns delivered 4.2x ROAS this quarter.” The CFO nods politely. The CEO moves to the next agenda item. You wonder why nobody seems impressed by numbers you worked so hard […]
How the Fed’s Favorite Tool Explains Marketing Investment Better Than Any Dashboard The Federal Reserve uses a deceptively simple framework to make trillion-dollar decisions about the economy. It turns out this same framework is the key to explaining marketing investments in a way that makes CFOs actually lean forward in their chairs. When economists talk […]
The Hidden Reason Finance Says No (And How to Fix It) Your campaign hit every target. Revenue up. ROAS strong. Pipeline full. Then the CFO cut next quarter’s budget anyway. What happened? You probably violated the one rule that trumps all marketing metrics: you burned cash at the wrong time. “Revenue is vanity, profit is […]
And Why It Should Be Your North Star Too “The single most important decision in evaluating a business is pricing power. If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business.” – Warren Buffett When the world’s most successful investor distills decades of wisdom into […]
The Risk Metrics Finance Uses – And Why Your Numbers Look Scarier Than You Think You report that your campaigns averaged 3.5x ROAS this year. The CFO looks unimpressed. You don’t understand – 3.5x is solid. But here’s what the CFO sees that you don’t: your month-to-month results swung from 1.2x to 6.8x, and that […]
The Attribution Problem Finance Actually Understands – And How to Talk About It “We can’t prove that campaign caused the sales lift.” Every marketer has heard this objection. But here’s what nobody tells you: finance faces the exact same problem – and they’ve developed sophisticated frameworks for making decisions anyway. Let’s steal them. The attribution […]
How to Stop Making Decisions Based on Noise – And Start Building an Evidence-Based Track Record “The new landing page increased conversions by 12%!” You roll it out company-wide. A month later, conversions are flat – or worse. What happened? You fell for one of the oldest traps in business: confusing random noise with a […]
Why “We Surveyed 50 Customers” Makes C-Suite Cringe – And How to Fix It “Based on our customer survey, 78% prefer the new packaging.” Sounds compelling until someone asks how many customers you surveyed. “Fifty.” Watch the room’s confidence evaporate. The number behind your data matters as much as the data itself – and finance […]
How to Turn “More Spend = More Revenue” Into a Precise, Credible Equation “For every dollar we spend on marketing, we get four dollars back.” Every CMO has said something like this. But when the CFO asks “How do you know? What’s the confidence interval? Does that hold at higher spend levels?” – most marketers […]
