Balancing Automation and Qualitative Insights in Financial Forecasting

In this episode, CJ is joined by Chris Greiner, CFO of Zeta Global and former CFO of IBM’s analytics division, where he worked on AI during the development of Watson. He’s had a front-row seat to the evolution of AI across industries. He’s also on a 15-quarter streak of beat-and-raise performance in his current role. Chris breaks down how strong financial stewardship can be a launch pad for innovation, not a constraint, and unpacks his “Closest to code, closest to customer” philosophy. The conversation covers how to determine whether a company's data advantage is real or just storytelling, what Chris learned from cataloging every task in the finance org, and why some things are better left unautomated. He explains what's on his personal IPO pre-flight checklist, how and why Zeta Global tracks daily revenue, and the “hustle metric” as a predictor of good salespeople. He also shares many lessons and anecdotes from his time at IBM, including one where he played tennis with the Emperor of Japan.

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LINKS:

Chris Greiner: https://www.linkedin.com/in/chrisgreiner1

Zeta Global:

https://zetaglobal.com

CJ on X (@cjgustafson222): https://x.com/cjgustafson222

Mostly metrics:

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TIMESTAMPS:

(00:00) Preview and Intro

(02:22) Sponsor – Aleph | RightRev | Navan

(06:28) Chris’s Tenure at IBM During the Development of Watson

(08:24) The Evolution of Chris’s Relationship With Data and AI

(11:40) Why “Showing Not Telling” Is Key in Finance and Investor Relations

(12:56) A Company’s Data Advantage: Real Versus Storytelling

(15:07) Cataloging Tasks in the Finance Org To Identify Automation Opportunities

(17:02) Sponsor – NetSuite | Pulley | Brex

(20:53) Enabling Internal Data Exploration Without Conflicting Results

(23:13) The One Thing Chris Refuses To Automate and Why

(26:46) Forecasting: The Tension Between Trusting AI and Your Own Calculations

(28:58) Zeta Global’s 15-Quarter Beat-and-Raise Streak

(31:40) Daily Pacing and Confident Forecasting

(33:58) Sizing Up Zeta Global by Daily Active Users and Usage-Based Activity

(36:50) Unexpected Predictors of Customer Behaviour

(38:47) The “Hustle Metric”: The Best Predictors of Good Salespeople

(43:05) Chris’s IPO Preflight Checklist

(45:49) Strong Financial Stewardship as a Catalyst, Not a Constraint

(48:10) The Top Controls That a CFO Should Have Their Eye On

(49:55) The Fallacy of Having To Choose Between Growth and Margin Expansion

(53:26) Finance Teams: Closer To Code Versus Closer to Customer

(55:47) Value-Based Pricing

(57:42) Long-Ass Lightning Round: A Career Mistake

(58:20) Making Friends With the Emperor of Japan

(1:02:32) Advice to Younger Self

(1:03:57) Finance Software Stack

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#BeatAndRaise #CFOInsights #AIinFinance #AutomationInFinance #FinancialStewardship

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