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#21 Critical KPIs for DTC ECommerce Brands to Monitor, Jon Blair, Founder, Free to Grow CFO
Dec 19, 2023
Founder of Free to Grow CFO, Jon Blair, discusses the role of finance in scaling DTC brands, negotiating funding with Mark Cuban, collaboration between finance and marketing, measuring metrics for financial health, and personal interests in music.
49:59
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Quick takeaways
- Connecting marketing metrics to contribution margin dollars is crucial for optimizing profitability.
- CFOs counsel brands to balance inventory and minimize financial strain by securing financing, splitting risk, and considering air freight.
Deep dives
The importance of connecting marketing metrics to contribution margin dollars
One of the key insights from the podcast episode is the importance of connecting marketing metrics, such as ROAS (Return on Ad Spend) or MER (Marketing Efficiency Ratio), to contribution margin dollars. Rather than solely focusing on ROAS targets, it is crucial to understand how much can be spent at a certain ROAS and its impact on contribution margin dollars, which ultimately determines bottom line profitability. By guiding marketers to consider the connection between their actions and contribution margin dollars, a CFO can help optimize marketing strategies for profitability.
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