Hey there, CFOs! 💼

Once upon a time, CFOs focused purely on balance sheets and budgets. But in 2025’s volatile economy, finance leaders are being called to the front lines. Pricing, M&A, and marketing spend—these are no longer department-specific concerns. They are strategic financial levers that directly impact profitability, competitive advantage, and long-term growth.

This week, we’re diving into the new role of the modern CFO—why pricing strategy can’t be left to chance, how M&A is making a comeback, and why alignment with marketing is key to driving ROI.

The CFO seat isn’t just about watching the numbers—it’s about leading the strategy that shapes them. Let’s get into it.

📰 Upcoming in this issue

• Why CFOs Must Take Control of Pricing Strategy 💰

• Why Strategic Growth Requires a Hands-On Approach to M&A 📈 

• CFOs & CMOs: Why ROI is the Key to Stronger Alignment 💡

📈 Trending news

• Affirm Exec Joins Gemini as CFO

• The CFO’s New Mandate: Innovation & Market Adaptation

• Siemens CFO: Political Uncertainty Is Shaping Customer Decisions

Why CFOs Must Take Control of Pricing Strategy 💰 read the full article here

Article published: March 18, 2025

Pricing used to be a tactical decision—now it’s a strategic imperative. With stagflation risks, supply chain disruptions, and fluctuating costs, CFOs can no longer afford to take a passive role in pricing. Without a dedicated pricing team, the CFO must step up to protect margins, manage risk, and drive profitability.

CFOs who treat pricing as a financial lever rather than an afterthought will outmaneuver competitors and protect profitability in 2025’s unpredictable economy. Are you leading your company’s pricing strategy?

Key Takeaways:

• 📉 Margin Protection Is Your Responsibility: CFOs must control discounting practices, align costs with pricing, and ensure price changes reflect customer willingness to pay.

• 📊 Data-Driven Pricing Beats Gut Instincts: Traditional cost-plus pricing fails in volatile markets. CFOs must leverage data and analytics to uncover price elasticity and optimize pricing strategies.

• ⚖️ Build Pricing Resilience: Develop clear pricing governance, segment customers by value perception, and implement dynamic pricing models to stay competitive.

• 🏆 Lead Pricing as a Strategic Function: If your company lacks a pricing team, create a cross-functional task force with finance, sales, and operations to ensure pricing decisions align with long-term financial goals.

Why Strategic Growth Requires a Hands-On Approach to M&A 📈 Read the full article here

Article published: March 14, 2025

With M&A poised for a fintech resurgence in 2025, CFOs must balance growth, profitability, and strategic acquisitions to navigate shifting valuations and economic uncertainties. David Brolsma, CFO of Smarsh, highlights how finance leaders can drive expansion through smart deal-making, international expansion, and cross-functional leadership.

CFOs who lead M&A strategy with a value-creation mindset will be best positioned to drive sustainable growth and navigate today’s evolving market dynamics.

Key Takeaways:

• 💰 M&A is back on the rise: The fintech market is shifting, with valuations now balancing growth and profitability. CFOs must identify acquisitions that enhance operational efficiency and revenue potential.

• 🌍 International expansion is a key driver: Smarsh’s growth strategy includes global expansion into Latin America, EMEA, and APAC, a move more CFOs are considering to diversify revenue streams.

• ⚖️ CFOs are taking on COO responsibilities: The modern CFO role now includes corporate development, operations, and internal strategy, requiring deeper collaboration with sales, marketing, and engineering teams.

• 🔄 Finance & Accounting must align for success: Traditionally siloed, finance and accounting teams must work together to ensure budget clarity, cost efficiency, and seamless financial planning.

CFOs & CMOs: Why ROI is the Key to Stronger Alignment 💡 read the full article here

Article published: March 13, 2025

CFOs and CMOs often speak different languages when it comes to measuring success. CMOs focus on brand awareness and engagement, while CFOs prioritize financial returns. According to InMarket CEO Todd Morris, ROI is the bridge that can bring these two functions into alignment.

By using data-driven metrics to quantify marketing impact, finance leaders can make smarter investment decisions and position marketing as a value driver, not a cost center.

Key Takeaways:

• 📊 ROI is the common language: CFOs want to know, "For every dollar invested, what did we get back?" Aligning marketing spend with financial impact helps guide budget decisions.

• 🤝 A single scorecard unites finance & marketing: Companies that track ROI across all marketing campaigns build transparency and strengthen trust between CFOs and CMOs.

• 📈 AI & analytics make real-time ROI tracking possible: Emerging tech enables faster measurement of marketing effectiveness, allowing CFOs to double down on high-performing strategies.

• 💡 Marketing should be seen as an investment, not an expense: Shifting the perception of marketing from a cost center to a revenue driver creates opportunities for greater long-term value.

Why It Matters

The companies that thrive in 2025 will have one thing in common: CFOs who take control of more than just the balance sheet.

Those who master pricing as a profit lever, drive M&A with a long-term vision, and demand real ROI from marketing investments will be the ones outpacing the competition.

Finance isn’t just about managing the bottom line—it’s about deciding what the top line looks like.

The role of CFO is evolving. The only question is: Are you evolving with it?

Vanessa Carter
Editor-in-Chief
CFO Executive Insights