Fellow marketers: If you feel like your CFO asks too many questions, it’s probably because you aren’t giving her good enough answers.
Your CFO isn’t trying to micromanage your marketing. She don’t have time for that. She is simply trying to better understand how what you’re doing in marketing is translating into sales & revenue value for the business.
If you invent your own acronyms and speak in terms of activities vs results, she will ask more questions. If your dashboard is full of retweets and web traffic, she will ask more questions. If your objectives don’t align with sales objectives, she will ask more questions.
But if you start talking like a business leader, measuring and managing marketing based on what’s already in the CFO’s dashboard, using her language instead of inventing your own, you will start to build confidence.
In other words, don’t force your CFO to do her own value translation. Do it for her – in your nomenclature & dashboards as well as focus and actions.
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