Infiniti Metrix

Your marketing scoreboard can look excellent while finance quietly sets half of it aside. The gap isn't about effort — it's about which numbers prove value a CFO can trust. Here are the marketing metrics CFOs ignore, why they discount them, and what to show instead to win the budget conversation.

Cost per lead can fall while your real costs climb. A cheaper lead often becomes a more expensive customer once you count conversion, sales effort, deal size, and retention. Here's why the metric quietly distorts budget decisions — and what to look at instead before your next allocation.