Three myths marketers should stop assuming about their CFO

As a marketing leader, you’ve probably heard it all when it comes to your finance team: they’re risk-averse, obsessed with cost-cutting, or just plain out don’t understand the value of marketing.

These perceptions, while common, are oversimplified.

If marketers and CFOs are to collaborate effectively, these myths need to be debunked. Let’s break down three persistent misconceptions about CFOs and why they’re counterproductive to building a strategic partnership.

Myth #1: CFOs are averse to risk

The reality: CFOs aren’t inherently opposed to risk—they’re opposed to unmanaged risk.

It’s easy to misunderstand a CFO’s caution as a blanket resistance to bold marketing initiatives.

But here’s the truth: CFOs are not against taking risks; they just want those risks to be calculated and based on solid data. They’re tasked with ensuring the company’s financial health, so they need to see evidence that the potential upside outweighs the downside.

What CFOs want instead:

Build trust with your CFO by presenting data-backed proposals that balance ambition with pragmatism.

Rather than pitching ambitious campaigns based solely on creative appeal, frame them in terms of financial outcomes. Provide a clear picture of ROI, risk mitigation strategies, and contingency plans.

For example, when proposing a multi-channel campaign, explain how it aligns with broader company objectives and demonstrate its potential for measurable growth, supported by past data or benchmarks.

Myth #2: CFOs just want to cut costs

The reality: CFOs care deeply about efficiency and value creation, not arbitrary cost-cutting.

The perception that CFOs are solely focused on slashing budgets doesn’t reflect the full picture.

While they may scrutinize spending, it’s not because they’re out to gut your budget. They’re looking for ways to maximize the impact of every dollar.

When marketers assume their CFOs only care about reducing expenses, it creates a defensive dynamic. Instead, marketers should see this focus as an opportunity to demonstrate how their initiatives contribute to revenue and long-term growth.

What CFOs want instead:

To view marketing as a revenue driver, not a cost center. Which starts with intentional demonstrations of how strategic investments lead to exponential returns.

Break down how each dollar spent drives key business outcomes, from lead generation to customer retention. Highlight where marketing dollars are already delivering returns and outline how additional funding can amplify these results.

For example, rather than focusing on the upfront costs of new tools and processes for a new ABX strategy—be sure to also emphasize how ABM’s targeted approach would reduce wasted spend, improve lead quality, and drive higher conversion rates.

Myth #3: CFOs don’t appreciate the nuances of marketing

The reality: The issue isn’t a lack of appreciation but rather a lack of effective communication about marketing’s role in the business.

It’s a mistake to assume that financial leaders are disinterested in or unaware of marketing’s complexities.

While they may not concern themselves with the granular differences of each marketing metric, they do care deeply about the outcomes. CFOs appreciate thoughtful, well-supported strategies that show marketing’s role in achieving business goals.

What CFOs want instead:

CFOs value clarity and alignment. Avoid jargon and focus on metrics that matter to the business—such as revenue growth, customer acquisition, and profitability.

Engage them early in planning discussions to ensure marketing goals align with financial priorities. Collaborate to set shared KPIs that link marketing performance to business outcomes.

For instance, if you’re struggling to gain budget approval for a branding campaign—consider a shift in approach.  

Frame each tactic as an investment in long-term customer loyalty and market share growth. You could do this by providing metrics on how improved brand perception leads to increased customer lifetime value and showcasing examples from competitors.

As long as you show your CFO how marketing contributes to the bigger picture, they’ll be more inclined to support your initiatives.

Bridging the gap between CMOs and CFOs

By addressing these myths head-on, marketing leaders can break down barriers and foster a stronger partnership with their CFOs.

After all, marketing and finance share the same ultimate goal: driving sustainable business growth. When these two roles align, the result is a dynamic powerhouse that propels the company forward.

So, the next time you’re preparing for a budget discussion, remember: your CFO isn’t your adversary—they’re your ally. It’s time to move beyond the myths and embrace the collaboration that can drive real results.

How 2X drives marketing impact with less

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We’ve launched a webisode series to help marketing leaders align on shared goals and speak the language of the CFO, unlocking the full potential of the marketing and finance partnership.

Here’s a glance at how you can start realizing and fostering shared goals—so that you and your CFO can build trust, optimize budget allocation, and drive greater impact for your organization.