Who influences where capital is deployed?

We recently spoke with Seth Bindernagel, CMO at MOSS, formerly Twitter and Strava about how capital is deployed. Having sat inside of a fund as well as operating in businesses, Seth is uniquely positioned to discuss how capital is deployed when the investor, CFO, CEO and CMO might all have different opinions.

Transcript

When an exec team or a senior team gets together to plan for a cycle - whether it's a year or a half year - the information starts with the functional leads. So, it would be the responsible responsibility of a CMO or a VP of Marketing to come up with the plan on how capital would be deployed. 

But in my experience, it is ultimately a conversation that is an agreement guided by the CFO because the CFO has the most crosscutting view into how the capital needs to be deployed for the entire company. They're the ones who have the best view into what can be elevated lowered what risks there might be. So the ultimate decision maker is probably the CFO with very strategic inputs and guidance by CMO, CEO et cetera, but my experience has been the CFO.

Find more on marketing investment

For more information on marketing investment, we recommend reading the key takeaways from our event discussing the relationship between the CFO and CMO.