FP&A Today Guest Episode: Building back Trust Between CFOs and CROs

This episode is a guest appearance by Eddie Reynolds, CEO of Union Square Consulting, on the FP&A Today podcast. Follow the FP&A Today Podcast on Spotify here and Apple Podcasts here.Eddie opens up about the often-fraught relationship between CFOs and CROs, drawing on his journey from banking and private equity to account executive at Salesforce, where the company forecast within 5% accuracy despite 30%+ growth. The conversation tackles why CFOs struggle to trust CRM pipelines, what breaks when companies hit $50-100M in revenue, how FP&A and CROs should work together on go-to-market strategy, the problems with LTV to CAC ratio in SaaS, and how bottoms-up annual planning should actually work between finance and revenue teams.Resources mentioned in this episode:GTM Efficiency Pyramid FrameworkOutbound Efficiency Framework