Building back Trust Between CFOs and CROs: Eddie Reynolds

Episode notes

Eddie Reynolds, CEO of UnionSquare Consulting, opens up about the often-fraught relationship between CFOs and CROs. Eddie shares insights from his unique journey - from banking and private equity to being an account executive at Salesforce which forecast within 5% accuracy despite 30%+ growth. The conversation tackles the critical disconnect between finance and go-to-market teams: Why do CFOs struggle to trust CRM pipelines? What breaks when companies hit $50-100M in revenue? In this episode: How Salesforce was able to forecast with 5% accuracy, The role of FP&A and CROs in go to market strategy and efficiency The issues with LTV to CAC ratio in SaaS Biggest challenges of the CFO/CRO relationship Bottoms up annual planning working with finance

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