Top-of-funnel levers and marketing trade-offs

They examine demand spend choices, underspending risks, and validating marketing as a growth lever.

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[Original air date: June 5, 2025]

How can finance leaders identify where their capital is silently going to waste and where it can be better used to drive growth? In this episode, CJ interviews Russell Lester, the CFO of Tropic, where capital allocation is both the product and the mission. Russell introduces the concept of “spoilage”, deployed capital that fails to deliver its intended value. He also talks about “levers”, positive actions that force multiply your efforts, and “leakages”, headwinds or detractors that sap momentum. Russell believes it is the job of the CFO (or “Chief Alignment Officer”) to proactively go looking for these levers and leakages. He then explains how he uses his “center of the table” framework to redeploy the freed-up capital to fuel growth. Russell also covers how to address misalignment, what helicopter skills are and why you need them, what a data safari is and why you should take one daily, and why every CFO needs a spend management tool.

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LINKS:

Russell on LinkedIn: https://www.linkedin.com/in/russell-lester-aa98463/

Tropic: https://www.tropicapp.io/

CJ on LinkedIn: https://www.linkedin.com/in/cj-gustafson-13140948/

Mostly metrics: https://www.mostlymetrics.com

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RELATED EPISODES:

Wasted Capital and Where to Find It The CFOs Guide to Spoilage Levers Leakages

https://youtu.be/xOby7CcdljI

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