Tom Wentworth, CMO @ Recorded Future, discusses GTM programs and Marketing ROI in this episode. He highlights the importance of account focus, practical challenges in demand creation, and the value of direct mail. The conversation also delves into financial relationships with CFOs and innovative tactics for brand authority.

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.