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"The Marketing Leader's Guide to the CFO"

A how-to workbook to build a finance-friendly CX business case

It’s no secret, the value of a great customer experience is well known and appreciated. Making customers happy is clearly good for business. This has been proven by a multitude of analyses, research and reports.

At a company-specific level, however, demonstrating the meaningful business outcomes of specific CX initiatives is difficult. Historically, CFOs teams often considered CX to be a cost center, not a revenue driver, and many marketing and CX teams have struggled to change their minds.

The CFO, of course, controls the purse strings. Finance makes decisions on budget cuts and expenditures, staffing, technology investments and more. When marketing and CX leaders translate customer experience goals, strategies, and KPIs into the CFO’s language, they increase the likelihood of securing the necessary resources. This alignment helps the CX team achieve success.

In this how-to guide, we’ll share how to advance your CX initiatives by building a strong relationship with your organization’s CFO and finance team. You will:

• Discover why aligning with your finance department is essential to proving the value of CX
• Understand how to communicate effectively with your CFO
• Unlock the key components of a successful CX business case

Learn how to measure the quantitative financial impact of your CX programs

In addition, we’ve included prompts and recommendations to help you apply the ideas in the guide to your organization. Let’s get started.

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