more-arw search

Q&A Forum

How much do you interface with the Sales team?

Are you actively involved with the Sales and Marketing Team(s) or do you just get their forecasts and quiz them on positive or negative variances? If you're involved, what is that involvement?


Topic Expert
Keith Perry
Title: Director of Global Accounting
Company: Agrinos, Inc.
(Director of Global Accounting, Agrinos, Inc.) |


Typically, I get pretty deeply involved, as I'm typically the gate-keeper on 1) can we sign, and 2) does it book / pay. For these two reasons, sales actually wants to reach out to me as I'm a resource. I still have to do the forecast/quiz cycle, but that's actually the VP Sales's job, so they're doing the heavy lifting (as variance is their problem to explain).

Marketing is not dissimilar. There are the deals with third parties (in bound licenses, joint development), trademarks, pricing / TAM-SAM-SOM forecasts, product pitch strategy, etc etc.



Ken Stumder
Title: Finance Director / Controller
Company: Ken Stumder, CPA
(Finance Director / Controller, Ken Stumder, CPA) |

Keith - just curious, it seems execs frequently speak to available/addressable market and the numbers always strike me as pie in the sky. What processes do you undertake to get to a comfortable place? Does it come from external / independent data sources?

Topic Expert
Regis Quirin
Title: Director of Finance
Company: Gibney Anthony & Flaherty LLP
LinkedIn Profile
(Director of Finance, Gibney Anthony & Flaherty LLP) |

Actively. When I receive a proposed Marketing Budget, I review it and then go directly to the line of business (department head), to better understand the allocation of marketing dollars. The line is truly the experts that understand the inflows and outflows, as well as the conversion statistics. Marketing is an extremely important piece of any business, but I feel the responsible party is the line (department head). I have been in too many situations where a variance occurs and Marketing points to the department head and the department head points to Marketing. Start at the beginning and identify the responsible party; and have them acknowledge that they are the responsible party. This second piece is very important.

Anders Liu-Lindberg
Title: Regional Finance Business Partner
Company: Maersk Line Northern Europe
LinkedIn Profile
(Regional Finance Business Partner, Maersk Line Northern Europe) |

We get involved pre-bid on any contract to agree on the boundaries of the negotiation. We also offer our insights into the profitability of each contract after we start operating under it.

However that said I believe we should be much more involved than what we are now as we tend to give and take a lot in negotiations without really knowing its financial impact.

Topic Expert
Edward Abbati
Title: Vice President of Finance
Company: Location Labs
LinkedIn Profile
(Vice President of Finance, Location Labs) |

I am active. What I am always following is the pipeline and listening to the Sales VP where in the pipeline the key deals are. For example, if we are at 50% of our sales target 3/4 of the way in the quarter, I want to make sure that a large number of deals are in the negotiations or contract phase of the pipeline. To me the sales pipeline is key since that will tell you how much you can rely on your Sales VP to give you accurate sales forecast.

Products and Companies

Get Free Membership

By signing up, you will receive emails from Proformative regarding Proformative programs, events, community news and activity. You can withdraw your consent at any time. Contact Us.

Business Exchange

Browse the Business Exchange to find information, resources and peer reviews to help you select the right solution for your business.

Learn more

Contribute to Community

If you’re interested in learning more about contributing to your Proformative community, we have many ways for you to get involved. Please email [email protected] to learn more about becoming a speaker or contributing to the blogs/Q&A Forum.