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?
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?
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