Hey there!

Nick Bennett here, Co-Founder of TACK and advocate for People-first B2B marketing. In this edition, we’re tackling a crucial question: How can your 2025 marketing strategy win over your CFO? Today, I’ll show you how to structure campaigns that maximize ROI and fully align with financial growth goals—so you can implement them immediately.

Align Teams with Financial Growth Goals

To get your CFO on board, ensure every campaign goal ties directly to company-wide financial objectives.

Here’s how:

• Work with finance to align on 2025 revenue goals, such as new ARR, upsell, and churn rate.

• Break these down by territory, segment, and department.

• Waterfall the metrics to ensure marketing, sales, and customer success are aligned. For example, marketing focuses on pipeline creation, while customer success targets upsell revenue and gross revenue retention.

Work backward from revenue goals to ensure precision. If your company has a $5M new ARR goal, calculate the number of opportunities needed based on current conversion rates. This will let marketing know exactly how much pipeline needs to be generated.

Build Campaigns That Maximize New and Existing Revenue

CFOs want campaigns that increase both new and existing business revenue. Structuring your campaigns around these areas will be key to securing buy-in.

For New Business:

• Prioritize high-revenue territories or accounts.

• Leverage intent data tools (e.g., Bombora, 6sense) to identify accounts showing active interest. This helps focus campaigns on those already demonstrating purchase behavior, leading to faster pipeline growth.

For Existing Business:

• Focus on upsells and cross-sells.

• Target customers with high engagement for product upgrades or additional services. Create a customer heat map by segmenting customers into tiers based on product usage and renewal likelihood. Build campaigns for your top-tier customers, offering tailored packages that increase lifetime value (LTV).

For example, consider bundling complementary products or offering feature add-ons that address customer pain points identified through product usage data.

Tactical KPIs to Track for CFO Approval

Your CFO isn’t interested in vanity metrics—they want to see a clear financial impact. Tracking the right KPIs proves that your campaigns are driving revenue.

Leading Indicators:

• Pipeline Created: This is one of the first signals that your campaigns are on track. Track pipeline creation by channel (LinkedIn ads, email nurture, webinars) to ensure consistent growth.

• Analyze pipeline by stage: Break it down into new opportunities, SQL, and deal closed. If there’s a bottleneck—say, SQLs aren’t converting to proposals—this points to potential issues in messaging or sales enablement that need adjustment.

Lagging Indicators:

• ARR Growth and Deal Velocity: These metrics show how effectively your campaigns convert into revenue. Track the time from first touch to closed deal using dashboards.

Measure the average deal velocity per campaign and compare it to historical data. For example, if your typical sales cycle is 90 days and your integrated campaign shortens it to 60 days, that’s a clear win. Larger contracts closing faster also demonstrate financial impact to your CFO.

Start Aligning for CFO Buy-In

Your CFO is looking for measurable, sustainable revenue growth. Aligning your teams with financial goals, focusing on new and existing revenue, and tracking the right KPIs is how you’ll secure their support for your 2025 marketing strategy.

Resources:

• Watch the Webinar & Download the Slides: Learn more at TACK Network.

• Join TACK Insider: Get deeper insights at TACK Insider.