March 08, 2018

Get Your CFO Involved Early

When setting up a credible lifetime value program, you get your CFO on your side from day one, #amirite? Otherwise, you get this:



The best performing companies I work with do an excellent job of fostering a CFO / Marketing partnership. The CFO authors the marketing budget, and the CFO knows exactly how much short-term expense, long-term sales, and downstream profit can be expected. If things go sideways by 20%, the CFO knows what the consequences are and knows what the contingency plan is.

Get your CFO involved early in your lifetime value work, ok?

Profit per New Customer

It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...