

RV218 - Aligning Marketing and Finance for Growth | Go To Market Live Episode 35
11 snips Oct 15, 2024
Tom Wentworth, CMO of Recorded Future, shares his expertise on uniting marketing and finance for robust growth. He emphasizes the shift from traditional metrics to impactful KPIs that reflect business health. The discussion explores the importance of financial planning in marketing strategies, especially amid Recorded Future's acquisition by Mastercard. Tom highlights how aligning marketing metrics with organizational goals can enhance board preparations and annual planning, advocating for collaboration and informed budget allocation to drive enterprise value.
Chapters
Transcript
Episode notes
1 2 3 4 5 6 7
Intro
00:00 • 3min
Aligning Marketing and Finance for Growth
03:07 • 8min
The Evolving Role of the Chief Revenue Officer
10:58 • 19min
Strategic Annual Planning for Marketing Leadership
30:10 • 2min
Strategic Allocation of Marketing Budgets for Business Growth
32:31 • 2min
Strategic Alignments in Marketing and Sales
34:14 • 10min
Understanding Sales Challenges: Pipeline vs. Performance
44:28 • 2min