In episode 19 of Frenemies Julia Hartwig is joined by Sara Leander-Pehrson, the CEO of Prezentor with more than 20 years of sales experience. Together Julia and Sara uncover why the CFO matters in B2B Sales and Marketing and reveal the results of the Sellers' readiness survey 2023 with more than 300 B2B sellers. They discuss what challenges sellers faced with in the buying process, effective methods to sell to the CFO and give insights on what CFOs actually need based on 15 interviews with CFOs. 

Topics discussed in this episode:

• Why should sellers cater to their buyer's CFO?
• Sellers' challenges in selling to the CFO
• How Marketing can support Sales in reaching CFOs
• Sales materials CFOs need
• Is ROI everything CFOs care about?

Here you find all insights on why the CFO matters such as:

• Sellers' Survival Guide to 2023
• Key research insights
• Sellers' readiness survey 2023
• Understanding the CFO
• How to create a business case