In this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. 

Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency.

Key topics from this episode:

• The disconnect between finance and GTM teams—and how to fix it
• Why most companies mis-allocate GTM investments
• The problem with measuring marketing ROI through attribution models
• How finance can take ownership of GTM efficiency
• The four key stages of a revenue factory and why companies need to rethink pipeline creation
• The impact of content strategy on brand awareness, demand generation, and revenue growth
• Why finance leaders should actively participate in GTM strategy rather than just measuring its outcomes
• How Chris is building Passetto and Refine Labs to solve the GTM efficiency problem