Ep #109: How a CMO and CFO can align for predictable revenue growth w/ Peter Finter

Bigger isn’t always better. During his career, Peter has led marketing teams at large companies with upwards of 10,000 employees as well as smaller scale operations. He believes that one of the upsides of being part of a small team is that it can foster a strong sense of connectedness and collaboration. It’s also given him more opportunities to experiment with new tactics, which consistently keeps him stimulated and engaged in his role.

Make friends with the finance function. As marketers, we often hear how important it is to find alignment with the sales team to optimize outcomes. However, Peter reminds us that it’s equally important to connect with your company’s finance team and CFO. Not only will this potentially help you to secure more budget for upcoming projects, but it’s also essential in terms of finding alignment on a shared vision for the company’s future.

Tell the right story. Peter also emphasized the importance of identifying your customer’s pain points and crafting a narrative from there. For all marketers, the key challenge to tackle is bringing something new to the table that will help the buyer solve a problem in a way they may not have considered, while activating the channels that are most relevant to them.