Your CFO Isn't Saying No to Your Website

Notes Why does a website project that everyone agrees is needed keep dying in the finance meeting? Usually it's not the budget — it's the pitch. Symon and Marcello break down how to reframe a web investment as a business initiative, not a creative one, and walk through exactly how to build a case that finance can actually approve. Topics covered: current cost audit (hosting, content ops, lost leads), opportunity cost of inaction, competitive and technical risk, how to connect a website to revenue (and when you can't), OPEX vs. CAPEX considerations, phase-based budget structuring, and how to build a measurement plan before you ask for money.   Chapter List (YouTube + Podcast) 0:00 — Intro: Why website projects die in the finance meeting 1:41 — The business case is already there — it's a framing problem 2:20 — Why most website business cases fail 4:13 — Looking at risk: compliance, accessibility, and fines 5:13 — Current costs: what your website is actually costing the business 7:00 — Opportunity cost: the website as a go-to-market tool 7:46 — Risk of inaction: technical debt and competitive positioning 9:00 — The investment ask: phasing, fiscal year alignment, flexibility 9:25 — Defining project objectives from day one 10:30 — How to connect a website to revenue (and when you can't) 12:13 — Content bottlenecks as the baseline business case 13:34 — Page speed: the metric that impacts both UX and search 14:34 — Indirect value: brand credibility, talent, partner perception 16:22 — How Tennis grew its own inbound with SEO and AEO 19:10 — When the full budget won't get approved: the phase-based ask 21:00 — What to do first if you need to pitch in the next 60 days 22:28 — Build the measurement plan before you ask for the budget 23:00 — OPEX vs. CAPEX: how finance wants to spend matters 24:49 — Final takeaway: stop pitching a website LinksYou can learn more about Tennis at our website. Be sure to follow us at LinkedIn, YouTube, Instagram, or Twitter