Discussion of White Paper: How to Sell to Today’s CFOs July 26, 2012

We meet to discuss inclusion of your expert opinion in this White Paper: How to Market to Today’s CFOs.

Download this white paper:
http://proformativeinsights.com/library/white-papers/white-paper-how-to-market-marketing-to-cfos-controllers-treasurers-corporate-finance-executives/

The purpose of this white paper is to examine the most successful marketing methods that best engage the modern-day CFO and other corporate finance executives.

When we use the term “CFO” in this paper, we typically mean the CFO and the senior executives that report to them, such as Corporate Controller, Treasurer, VP of Finance and the like. This paper investigates the differences in the modern business climate, the evolution of the sales process from a marketing standpoint, and how these changes have affected the role of the CFO.

While many job functions have evolved in recent decades with the advent of technological innovations, few jobs contain the dynamics of a corporate executive. The CFO’s role has changed from being the “chief accountant and number reporter” to being a core part of the business team evaluating every major strategic and tactical move in the enterprise, including strategic planning alongside the CEO and board, “owning” not just finance and accounting, but also HR, IT, Business Development, Purchasing, Administration and much more. The CFO is now a clear second-in-command at most companies, behind the CEO, and drives almost all of the inward-facing activity at their companies, and increasingly is involved with customers and press as well.

Let’s face it, there have been very few marketing channels that have succeeded with the financial executive. Typically, that success can be attributed to a deeper understanding of the CFO’s motivation and incentives. Therefore, the success of the marketer relies on understanding a two-tiered dynamic: acknowledging the new business practices that have affected the CFO, and understanding the CFO’s response to those changes.

Download this white paper:
http://proformativeinsights.com/library/white-papers/white-paper-how-to-market-marketing-to-cfos-controllers-treasurers-corporate-finance-executives/

This paper makes use of various studies conducted by corporate publications, executive polls, and business research institutions. As a whole, our research finds that traditional marketing tactics are typically ineffective when selling to a corporate finance executive.

Download this white paper:
http://proformativeinsights.com/library/white-papers/white-paper-how-to-market-marketing-to-cfos-controllers-treasurers-corporate-finance-executives/

Official Website: http://proformativeinsights.com/library/white-papers/white-paper-how-to-market-marketing-to-cfos-controllers-treasurers-corporate-finance-executives/