In this episode of the SaaS Sales Performance podcast, meet Sam Sippl, a seasoned CFO with diverse leadership experience across industries. Sam delves into the vital role of CFOs in purchasing decisions, emphasizing their impact on relationship-building and the sales process. Discover how Sam aligns financial objectives with business goals, providing clarity to streamline processes and overcome business-financial misalignment. He underscores the importance of ROI-driven business cases. Sam collaborates with CEOs, offering financial insights, and partners with CROs to navigate sales opportunities and procurement challenges. Explore ROI significance and the potential of technology and AI investments as well as how to empower businesses through strategic alignment and ROI-focused approaches, fostering success.