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Are CFOs from Mars, and CMOs from Venus? Part I - CFOs and CMOs both Benefit by Developing a Partnership
leadership pillar
How credible and accountable is your marketing team? Many companies struggle with a significant credibility gap between the Chief Financial Officer (CFO) and their marketing counterparts. And it’s usually the Chief Marketing Officer (CMO) or VP of Marketing who is seen as the initiator of questionable commitments or requestor for budget with indefensible return-on-investment (ROI) assumptions. Marketing spends money, lots of it. But what is this spending actually buying the company? And who is accountable for the results and being proactive in presenting them?

Doug Rainbolt


Governance & Controls – structure and controls.

Transaction Recording – systems, transaction processing and closing the books.

Reporting - efficient, timely and accurate information for decision making and meeting compliance requirements.

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Business Planning - provide the financial roadmap for the company with supporting analytics.

Financial Forecasting - integrate the company’s current performance relative to budget with the real-time business environment.

Investment Analysis - the framework to analyze new opportunities as they present themselves.

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Cash Management - the discipline to ensure cash is available to operate the business normally.

Funding - Planning for and raising funds to meet the needs of the business.

Risk Management – Identification and mitigation of key business risks.

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Self-Awareness - Internal.

Team Building - External.

Strategy & Culture – Motivate people to follow you.

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Four Pillars of Executive Expertise

CFO.University is built around the Four Pillars of CFO Success. These Pillars are supported with Core Competencies. Our framework allows you to master your role as a senior financial officer. The Four Pillars are made up of:

Accounting – Governance & Controls, Transaction Recording and Reporting

Finance – Business Planning, Financial Forecasting and Investment Analysis

Treasury – Cash Management, Funding (Capital Raising) and Risk Management

Leadership – Self Awareness, Team Building and Strategy & Culture

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