Blog

The Marketing P&L — working notes from the team.

Patterns we see across $20M–$200M ARR B2B SaaS marketing teams, and what to do about them. Plain English, real numbers, no thought-leadership.

Connects with what you already use

+7 more

“The fight is not whether marketing is working. The fight is whose spreadsheet to trust.”

Cornerstone essay · Operations

The Marketing P&L: Why CFOs and CMOs argue, and what to do about it

The canonical essay on why marketing-finance alignment fails — and the structural fix. Three-way reconciliation, hidden cost layers, and the Unified operating rhythm.

Alon Kivity12 min read

Read the essay

Coming soon

Coming soon · Marketing finance

Why your CFO and CMO disagree on Marketing CAC.

Three definitions, four data sources, and one painful truth: most B2B SaaS companies are calculating CAC wrong in opposite directions.

Coming soon · Channel ROI

TRUE COST: the number every marketing leader is missing.

Why ad spend ÷ pipeline is the wrong fraction, what to add to make it honest, and how loaded ROAS reorders your channel mix overnight.

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