Summary
Finance chiefs are increasingly driving go‑to‑market (GTM) strategy as marketing and sales struggle to prove what truly generates revenue. Disagreements over metrics — with CMOs touting healthy pipelines while CFOs see unclear returns — have left finance in charge of decisions, defaulting to cost control and correlation instead of causal proof. Without shared measurement frameworks, the function that controls capital wins influence. The article argues that adopting causal analytics — which shows what actually drives outcomes — could align GTM and finance, protect effective programs, and reduce turf battles. CFOs aren’t seizing control out of malice, but because GTM lacks defensible evidence.
Martech
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