Hi Ala,
This is Part 2 of the Propolis Playbook: Winning CFO Buy-In for Brand. In Part 1, we talked about how brand is rarely measured in language that finance recognises, meaning that it often loses the budget argument. So, let's fix that.
Here are three reframes that shift brand from "nice to have" to "commercial lever" in the eyes of a CFO:
- Brand-influenced pipeline: What percentage of your won deals touched brand activity before sales ever engaged? This connects brand directly to revenue.
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Cost of acquisition over time: Strong brands reduce CAC as recognition builds. Aim to show the trendline, rather than just a snapshot.
- Win rate against competitors: Where brand is strong, deals close faster and at higher value. If you have the data, this is often the single most persuasive number in the room.
None of this requires a perfect attribution model. It just requires picking two or three metrics finance already respects, and consistently reporting brand against them.
In Part 3, the final instalment of this Playbook, we'll show you how to package all of this into a tight, C-suite-ready pitch.
In the meantime, Propolis AI can help you pull together the commercial framing and benchmarking data for your own business case.
You can trial Propolis AI free for 5 days.
