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 itWhy most companies mis-allocate GTM investmentsThe problem with measuring marketing ROI through attribution modelsHow finance can take ownership of GTM efficiencyThe four key stages of a revenue factory and why companies need to rethink pipeline creationThe impact of content strategy on brand awareness, demand generation, and revenue growthWhy finance leaders should actively participate in GTM strategy rather than just measuring its outcomesHow Chris is building Passetto and Refine Labs to solve the GTM efficiency problem

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