At many companies, it feels like the sales and finance teams are always at odds. Sales wants to spend (and earn) as much as they can and finance is always trying to rein them in and stay on budget. 

It doesn’t have to be like that, but when it is, it’s often because there’s not someone with a forward-looking vision leading the finance team. To move past this struggle, you need an experienced financial leader to break the gridlock and get everyone working together as a team. 

The benefits of a strong finance-sales relationship

As a longtime sales executive, I’ve worked with a lot of finance teams at companies of all sizes, and the strongest ones are those that have a strong CFO at the helm. Whatever your sales team looks like — just a handful or a team of dozens — a CFO can be the difference between one that stalls and one that succeeds.

How? First and foremost, they’ll make sure they work with, not against, your sales team. They’ll bring a vision for the entire business to the process that adds deeper value to sales goals, forecasts, budgets and retention. 

Align financial and sales goals

Adding an experienced financial leader to your team means you have someone looking at the big picture. A CFO can help set realistic targets that encourage revenue growth without overextending resources because they’re helping you match sales targets to the financial objectives you need to achieve.

A strong CFO will add depth and a broader vision to your sales processes. They know how to help you set viable goals that keep your sales team members engaged, competitive and on board for the long haul.

Optimize budgets

Without a CFO on board, it’s easy to feel like money is just flying out the door to support your sales efforts. But the right financial leader will help you prioritize where your spending goes and direct your resources to the most effective sales channels and initiatives. 

Having a financial expert balancing the discussion with financial insights, data analysis, and ROI calculations will help you and your sales team make clearer decisions about expansion, pricing and resources.

Mitigate risks

A CFO will help you identify and avoid potential financial risks in your sales strategies — giving you a different perspective that helps create a balance between aggressive sales goals and financial reality.

From controlling customer acquisition costs to avoiding excessive customer revenue concentration, a CFO will help you look at important sales metrics with your entire business in mind. 

Improve sales forecasting

While an accountant and controller have important roles to play in your business, they’re typically focused on what has already happened with spending and revenue. They’re looking backward, not ahead. 

Your sales team needs the guidance of a CFO who’s always looking forward and who, along with you as the business owner, has a strategic plan for the business’s future. A CFO brings structure and accuracy to sales forecasts by incorporating financial metrics and economic factors, leading to better sales strategy and planning. 

Building a relationship that’s collaborative, not combative

Whether you have a dedicated sales leader on staff or you’re heading up sales as the business owner, getting sales and finance on the same page is a must. A strong relationship that includes regular check-ins and shared metrics aligns both teams and builds transparency and trust throughout the entire organization.

It’s important to remember that a CFO is there to add value to your business with their expertise, not just pinch pennies. The right one will be experienced at bridging any gaps your finances and sales teams are experiencing. 

The value of a Fractional CFO

As your business grows, it becomes more and more important to build a team that’s skilled at looking forward in your business, not at the past. And that starts with a CFO. But if you’re not ready for the expense of a financial leader in a full-time role at your company, a Fractional CFO is the answer. 

A Fractional CFO delivers all the expertise of a traditional CFO without the hefty price tag. They’re not one-time consultants or a remote face that appears on an occasional Zoom. They’re experts with deep, diverse experience who work with your business and in your business every week to make sure you get financial guidance that actually moves the needle.

If you’re in Kansas City, Crown CFO can help you build a healthy finance-sales relationship — in person. Contact Kerry George at [email protected] to bring a trusted, expert Fractional CFO to your business.