How CMOs Win CFO Buy-In at Scale

How CMOs win CFO buy-in comes down to treating marketing as disciplined capital allocation. When revenue slows or margins tighten, CFOs focus on contribution margin, operating leverage, cash flow, and return on invested capital. CMOs who earn alignment validate true incrementality instead of relying on platform-reported ROAS, build trust and community to stabilize revenue, and use AI to improve capital efficiency. When marketing proves it strengthens financial fundamentals, CFO alignment becomes logical, not political.