1. Understand your business goals
Posted: Thu Feb 13, 2025 10:31 am
What are you trying to accomplish? Are you trying to expand into new markets? Are you launching a new product? Are you going to acquire a company?
Once you define what is important, you can attach all of your marketing efforts (and budget requests) to those broader goals.
For example, say one of your goals is to enter the APAC market by 2024. To do that, you will need to invest in social listening to really understand what’s happening in that market, and accumulate data that will help the launch with relevant positioning, competitive insights, the right message and pricing.
Social data is a critical source of audience and competitor insights—data which band data can give your company a clear edge in the market. These insights can help identify areas of the business that could potentially be at risk, or emerging opportunities your business should act on, which will be meaningful intel for your CFO.
2. Speak the CFO’s language
There are some CFOs that get marketing, the brand and the longer tail ROI investments that we need to make for future growth.
If you’re working with that type of CFO, explaining the value of social is straightforward—you’re already having quarterly and monthly business reviews and your overall marketing KPIs (including social) are one component of that. It’s more nuanced when you are collaborating with CFOs who aren’t as close to marketing, don’t understand its value or even the role of marketing to the business.
Once you define what is important, you can attach all of your marketing efforts (and budget requests) to those broader goals.
For example, say one of your goals is to enter the APAC market by 2024. To do that, you will need to invest in social listening to really understand what’s happening in that market, and accumulate data that will help the launch with relevant positioning, competitive insights, the right message and pricing.
Social data is a critical source of audience and competitor insights—data which band data can give your company a clear edge in the market. These insights can help identify areas of the business that could potentially be at risk, or emerging opportunities your business should act on, which will be meaningful intel for your CFO.
2. Speak the CFO’s language
There are some CFOs that get marketing, the brand and the longer tail ROI investments that we need to make for future growth.
If you’re working with that type of CFO, explaining the value of social is straightforward—you’re already having quarterly and monthly business reviews and your overall marketing KPIs (including social) are one component of that. It’s more nuanced when you are collaborating with CFOs who aren’t as close to marketing, don’t understand its value or even the role of marketing to the business.