Best Practice Report

Think Like a CFO: Supporting Customer Engagement Investment Proposals

November 5th, 2018
Lisa Nakano, null
Lisa Nakano


When requesting investment in customer experience, customer marketing, and customer success, B2B customer engagement leaders need to translate their proposals into concepts that will resonate with the CFO. Communicating the financial value of customer engagement can be difficult because activities like building customer loyalty or demonstrating value to customers might not be perceived as having immediate business impact. This report reviews the metrics that CFOs care about most and describes four steps that customer engagement leaders can take to communicate investment proposals in clear financial terms.

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