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Crack the CFO Code: What Marketing Leaders Must Know to Build Credibility and Get Buy-In - with Darko Socanski
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#12: If you’ve ever been handed a lead goal without context—or struggled to make the case for brand, budget, or headcount—this is the episode you didn’t know you needed.
In this Growth Activated C-Suite Series episode, I sit down with Darko Socanski, a veteran CFO who has helped early-stage companies raise hundreds of millions in capital and generate over $1.5B in enterprise value. He brings a clear, candid perspective on how marketing fits into the broader business strategy—and what it really takes to earn a seat at the executive table.
We explore how B2B marketing leaders can better align with finance, communicate value beyond leads and MQLs, and step into the role of strategic business partner. This isn’t about becoming a financial expert—it’s about learning how to think like one.
In this episode:
✅ The CFO’s top priorities: runway, value creation, and capital efficiency
✅ How CFOs evaluate marketing investments—and what they expect in return
✅ What strong CFO–CMO alignment actually looks like
✅ Why top-down planning isn’t enough—and the role of bottoms-up strategy
If you're ready to build trust, influence decisions, and lead with confidence—this one’s for you.
Let’s Keep the Conversation Going!
Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business.
🌐 Visit my website: growthactivated.com
🔗 Connect with me on LinkedIn: Mandy Walker
🔗 Get Your Free Marketing Planning Guide Today!
Don’t forget to subscribe to Growth Activated and share this episode with fellow marketing leaders. Let’s activate growth—together!
Chapters
1. Welcome to the C-Suite Series: Why CFO–CMO Alignment Matters (00:00:00)
2. Meet Darko Socanski: Startup CFO, Advisor & Value Creator (00:01:04)
3. What CFOs Prioritize: Runway, Enterprise Value & Business Levers (00:07:31)
4. How CFOs Evaluate B2B Marketing Investments (and Why Brand Gets Pushback) (00:14:44)
5. Making Brand Marketing Less Nebulous: How to Earn CFO Buy-In Through Testing (00:21:12)
6. What a Strong CMO–CFO Relationship Actually Looks Like (00:27:06)
7. Marketing’s Real Job: It's Not Just About Leads (00:30:39)
8. Aligning Top-Down and Bottoms-Up Planning for Smarter Growth (00:34:53)
9. Building Financial Fluency: What Every CMO Should Know (00:41:13)
10. Leveraging AI: The Next Frontier for CFOs and CMOs (00:44:45)
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