This episode of Fractional Futures offers a CFOs perspective on how to use data-driven decision-making in marketing.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
Episode Summary
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of data-driven decision-making in marketing. They explore how marketing has evolved from intuition-based strategies to analytics-driven approaches, emphasizing the importance of sharing relevant data between marketing and finance teams. Rob highlights key marketing metrics that resonate with CFOs, the significance of building trust and relationships, and the need for predictive analytics to drive sustainable growth and value creation.
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Chapters
00:10 Introduction & Rob Nicholls
01:07 The Role of Analytics in Marketing Decision-Making
03:01 Using the Right Data
07:08 Data Sharing Between CMO and CFO
09:22 Key Marketing Metrics for CFOs
11:59 Marketing KPIs That Resonate With a CFO
17:07 LTV to CAC Ratio
19:50 Benchmarking and Competitive Analysis
22:15 Leveraging Predictive Analytics for Growth
26:02 Financial Modelling
26:41 Episode Close & Titles
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Key Takeaways
Data-driven decision-making is essential in modern marketing.
CFOs expect marketing to present metrics that drive financial decisions.
Building trust between CFOs and marketers is crucial for data sharing.
Marketing metrics should focus on revenue growth and customer acquisition costs.
Predictive analytics can help anticipate customer needs and market trends.
Involving CFOs in marketing campaigns fosters collaboration and understanding.
Not all metrics are valuable; focus on those that impact the bottom line.
Reverse engineering board expectations can guide marketing metrics.
Pricing strategies significantly influence business growth and profitability.
AI can enhance data analysis and provide insights for better decision-making.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Rob Nicholls, Strategic CFO & Board Advisor
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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