Building back Trust Between CFOs and CROs: Eddie Reynolds

The podcast explores go-to-market (GTM) strategies and efficiency, particularly for SaaS companies aiming for sustainable growth. Eddie Reynolds, CEO of Union Square Consulting, shares his experiences from Salesforce and insights on aligning GTM with financial planning. He emphasizes the importance of clear processes, real-time metrics, and a culture of accountability for accurate forecasting. Reynolds critiques the limitations of LTV to CAC as a metric, advocating for channel-specific analysis of CAC payback to optimize marketing spend. The discussion highlights the critical need for CFOs and CROs to collaborate, using reliable data to make informed decisions and avoid inefficient cost-cutting. Reynolds points out that many companies stall between $50 and $100 million due to a lack of scalable GTM processes.

Outlines

Part 1: Background, Career Journey

Part 2: GTM Definitions, Metrics, Pitfalls

Part 3: Alignment, Scaling, Diagnosis

Part 4: Maturity, Future Outlook

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FP&A Today

Part 1: Background, Career Journey

Introduction to Eddie Reynolds and Union Square Consulting's GTM Focus

Eddie Reynolds' Career Path: From Finance to Salesforce and Consulting

The Influence of Private Equity on Go-to-Market Strategies and Value Creation

Part 2: GTM Definitions, Metrics, Pitfalls

The Pitfalls of Cost-Cutting Without Go-to-Market Understanding

Salesforce's Forecasting Accuracy: Process, Metrics, and Real-Time Culture

Defining Go-to-Market and Efficient Go-to-Market in Practical Terms

Critiquing LTV to CAC: Time Value of Money and Churn Rate Considerations

Preferred Go-to-Market Metrics: CAC Payback, NRR, and Channel Breakdown

Part 3: Alignment, Scaling, Diagnosis

The Importance of Go-to-Market Science and CFO-CRO Alignment

Breaking Through the $50-$100 Million Revenue Wall: Process and Visibility

Diagnosing Go-to-Market Issues: Trust, Process, and Pipeline Management

Part 4: Maturity, Future Outlook

The Hallmarks of a Mature, High-Efficiency Go-to-Market Organization

Building back Trust Between CFOs and CROs: Eddie Reynolds

FP&A Today

Part 1: Background, Career Journey

00:00Introduction to Eddie Reynolds and Union Square Consulting's GTM Focus

Introduction to Eddie Reynolds and Union Square Consulting's GTM Focus

02:35Eddie Reynolds' Career Path: From Finance to Salesforce and Consulting

Eddie Reynolds' Career Path: From Finance to Salesforce and Consulting

06:14The Influence of Private Equity on Go-to-Market Strategies and Value Creation

The Influence of Private Equity on Go-to-Market Strategies and Value Creation

Part 2: GTM Definitions, Metrics, Pitfalls

11:21The Pitfalls of Cost-Cutting Without Go-to-Market Understanding

The Pitfalls of Cost-Cutting Without Go-to-Market Understanding

14:19Salesforce's Forecasting Accuracy: Process, Metrics, and Real-Time Culture

Salesforce's Forecasting Accuracy: Process, Metrics, and Real-Time Culture

18:56Defining Go-to-Market and Efficient Go-to-Market in Practical Terms

Defining Go-to-Market and Efficient Go-to-Market in Practical Terms

21:37Critiquing LTV to CAC: Time Value of Money and Churn Rate Considerations

Critiquing LTV to CAC: Time Value of Money and Churn Rate Considerations

25:39Preferred Go-to-Market Metrics: CAC Payback, NRR, and Channel Breakdown

Preferred Go-to-Market Metrics: CAC Payback, NRR, and Channel Breakdown

Part 3: Alignment, Scaling, Diagnosis

30:37The Importance of Go-to-Market Science and CFO-CRO Alignment

The Importance of Go-to-Market Science and CFO-CRO Alignment

37:05Breaking Through the $50-$100 Million Revenue Wall: Process and Visibility

Breaking Through the $50-$100 Million Revenue Wall: Process and Visibility

42:27Diagnosing Go-to-Market Issues: Trust, Process, and Pipeline Management

Diagnosing Go-to-Market Issues: Trust, Process, and Pipeline Management

Part 4: Maturity, Future Outlook

46:13The Hallmarks of a Mature, High-Efficiency Go-to-Market Organization

The Hallmarks of a Mature, High-Efficiency Go-to-Market Organization