Infiniti Metrix

Marketing reports 500 leads; finance counts 40. Both are right. The same words — lead, conversion, revenue, ROI — mean different things to each team, so the numbers never reconcile and trust erodes. Here's how a vocabulary gap quietly breaks budget decisions, and how to close it before the next review.

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.