What your CFO actually wants to hear from you

What does your CFO actually want to hear from you?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Michael Kaminsky former analytics leader at Harry’s and Founder & CEO of Recast to unpack the real tension between marketing and finance. After Michael’s Harvard Business Review article on the CMO–CFO relationship circulated widely (and resonated strongly with CFOs and CMOs), this conversation goes deep on:

Why marketing forecasts keep missing

Why finance doesn’t trust marketing numbers

How to talk about ROI and risk credibly

The problem with last-click attribution

How to structure experiments properly

What “expected value” really means for marketers

Why brand investment must be framed as capital allocation

If you’re a CMO, Marketing Director, Head of Performance or brand leader trying to build a stronger relationship with your CFO — this episode is essential.

⏱️ Chapters

🔎 Topics Covered

CMO CFO relationship

Marketing finance alignment

Marketing ROI

Forecasting marketing investment

Incrementality in marketing

Last click attribution problems

Media mix modelling (MMM)

Brand investment vs short-term performance

Capital allocation in marketing

Building trust with finance

If you found this valuable:

✔️ Share it with a fellow marketer

✔️ Subscribe for more conversations with leading marketing thinkers

✔️ Leave a review — it helps the show reach more senior marketers

Check out Recast here https://getrecast.com/

Hosted on Acast. See acast.com/privacy for more information.