How to Sell Your Business to Finance

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You need to make a direct connection between some business goal that the CEO and the CFO are going to understand. You should say, hey, I want to generate $500,000 a pipeline from this campaign. And you need to articulate what you're investing to get there. If you convert less than 20% of your pipeline, then you got to think about, well, is that going to be tolerated by the company? It may be. So those are the things you need to communicate.

How does a self-proclaimed science nerd approach marketing? By using the scientific method, of course!

Peter Mahoney, author of “The Next CMO,” sits down to talk with Daniel about his unique and incredibly analytical approach to marketing tactics. Learn why constant testing is the glue holding a marketer’s success in the balance and why you should always come equipped with a concrete set of goals for your marketing plan, including metrics, targets, and milestones.

Then, Peter unveils his top tip for aspiring marketers— and why talking to your finance department should be your top priority.

0:00 Intro/Background

3:51 Testing Your Hypothesis

6:05 Setting Up a Plan

13:43 Understanding Data

19:15 Selling a Marketing Plan

24:10 Justifying Brand Campaigns

31:42 A Hill to Die On

36:11 Where to Find Us

Find Peter:

LinkedIn: https://www.linkedin.com/in/pemahoney/

Podcast: The Next CMO

Book: The Next CMO

Follow Daniel:

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.

www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

www.workweek.com