Bridging the Gap Between
Finance & GTM

About This Webinar Series

• Why can't CFOs rely on GTM performance data today?

  Many sales and marketing leaders are using their data to protect themselves rather than understanding the value of data as a tool to make the GTM engine perform better. Since they don't understand in detail the way the holistic GTM engine is working, and just care about their own function, they don't enforce compliance and so they allow data hygiene issues to persist.

• Why is there a disconnect between Finance and GTM?

  Marketing leaders are focused on getting credit for pipeline generated. Sales leaders are focused on closing business. These leadership roles experience turnover every 1-2 years. No one in GTM is consistently driving alignment around creating value, efficient growth, and leveraging data as a tool to do that.

• Why is the CFO (not CRO) responsible for alignment?

  The promise of the CRO title as being alignment drivers hasn’t been realized because most are overtitled VP Sales. A gap of responsibility for alignment and CFOs are being expected to step up more and more. CFOs are naturally used to being unbiased, numbers oriented, and are uniquely positioned to be responsible for GTM data analytics. More RevOps teams are now being moved under the CFO.

• Why is scaleMatters hosting this PE CFO webinar series?

  scaleMatters provides Go-to-Market analytics services and software to private equity and growth equity backed B2B companies. We want to share our observations and learnings from our customer CFOs who are demanding better GTM data and models to predictability for their business.