Ecommerce Playbook: Numbers, Struggles & Growth CFO Summit - Turning Your Marketing Calendar Into a Financial Forecast
Dec 18, 2025
Discover how to connect marketing actions with financial outcomes! The discussion highlights the importance of aligning finance and marketing to prevent burnout. Learn about forecasting limitations in e-commerce and how specific marketing events can drive revenue spikes. The hosts introduce modeling spend-efficiency and the power of a unified marketing calendar for accurate cash flow predictions. Gain practical tips for organizing a 12-month calendar that links events with expected revenue, and embrace the idea that forecasting is about execution, not guessing!
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Revenue Is A Choice, Not A Given
- E-commerce future revenue is a choice driven by planned marketing actions, not a guaranteed extrapolation of the past.
- Marketing calendars must be the core input for forecasting because revenue tomorrow depends on the actions you decide to take today.
Forecasts Without Marketing Cause Burnout
- Marketing teams felt disdain for finance when forecasts were created without their input and felt held to impossible expectations.
- That disconnect produces burnout because teams lack authority over the metrics they're judged by.
Cultural Moments Can Break Forecasts
- Barstool's merch spike after Scotty Scheffler's arrest showed how cultural events can create massive, unforecastable revenue.
- You cannot plan for such anomalies, so builds must account for both certain and highly uncertain moments.