A CMO Confidential Interview with Scott Lindquist, CFO for CNA Financial Corp, former CFO of Farmers Insurance and PwC Partner. Scott discusses the wide variety of CFO's, why insurance became a marketing hothouse, the importance of marketing math, and how to manage the Marketing CFO position. Key topics include: how investing in brands is a leap of faith; tips for presenting to boards, why he viewed himself as the "Chief Fun Officer;" and why he believes brands matter. Tune in to hear a great discussion on how to evaluate marketing investment through a cost of capital exercise.

Discover the secrets of successful marketing CFOs in this episode of CMO Confidential, hosted by five-time CMO Mike Linton. Tune in to hear from Scott Linquist, the experienced Chief Financial Officer of CNA Financial, who shares invaluable insights into the complex relationship between CFOs and CMOs. Starting his career at Price Waterhouse Coopers and holding the CFO position at Farmers Insurance for over 13 years, Scott provides a unique perspective on the strategic partnership necessary for successful marketing.

Key topics include:

- The diverse roles of CFOs in the marketplace

- The importance of strategic alignment between CFOs and CEOs

- The evolution of marketing in the insurance industry

- Practical advice for CMOs on building relationships with CFOs

- How to effectively present marketing strategies and data to the finance community

Scott also delves into the critical aspects of marketing math, brand valuation, and the dynamics of customer lifetime value. Don’t miss this engaging and informative discussion that’s packed with practical advice and expert insights.

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CHAPTERS:

0:00 - Intro

0:40 - Meet Scott

1:52 - What Kind of CFOs are Out There

5:12 - Marketing in the Insurance Industry

7:49 - How the Industry Got to Where it is Today

12:38 - Moving from B2C to B2B

14:47 - How to Onboard the CFO

18:12 - How Did You Become a Marketing Believer

21:05 - How to Get a CFO to Believe in Marketing

23:00 - Best and Worst Practices for Marketing Presentations

25:25 - Managing the Marketing CFO

27:18 - Last Question: Funniest Story and Practical Advice

30:33 - Outro

30:49 - Like, Share, Subscribe

30:50 - Where to Find Our Shows

31:21 - Mike Linton Sign Off

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