What's Rarely Measured Matters Most

go-to-market strategy

1159: Decision Velocity: The Hidden Advantage of Top-Performing Organizations | Dean Neese, CFO, Placer.ai

The lesson arrived abruptly in a boardroom in Battle Creek. After months of analysis, charts, and market data, the president of Kellogg’s cereal division looked up and said, “That’s all interesting. I just don’t know what to do with it,” Dean Neese tells us. The comment landed hard. It forced him to confront a blind…
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Turning Finance Into An Unlocker | Aneal Vallurupalli, CFO, Drata

By tracing retention through 200 customer calls, onboarding flows, and product gaps, Vallurupalli realized the breakthrough wasn’t a single metric but the journey itself. His holistic diagnosis reframed retention as a system problem—shaping Airbase’s cross-functional fixes and guiding its existing-revenue engine through scale. Now Watch Our complete Episode Featuring CFO Aneal Vallurupalli of Drata In […]

1146: Building a Finance Org That Thinks Before It Counts | Aneal Vallurupalli, CFO, Drata

The morning after Airbase’s sale closed, Aneal Vallurupalli woke up to a very different org chart. Before the deal, roughly a third to almost half of the company reported to him, including onboarding, professional services, account management, customer success, and financial services revenue, he tells us. The day after, those teams rolled into the acquirer…
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From Experiments to Engines: Scaling the Mid-Market | Steve Sutter CFO, Celigo

Within 72 hours of becoming CFO at Elance, Steve Sutter uncovered that thousands of customer account balances were commingled with corporate cash—an oversight with serious compliance risk. He immediately convened the board, secured nearly $20 million to correct the issue, and implemented proper segregation—restoring financial integrity and safeguarding the company’s future transactions. Now Watch the […]

1132: Infrastructure First: Where AI Actually Adds Up | Steve Sutter, CFO, Celigo

When Steve Sutter joined Celigo five years ago, he stepped into a company positioned not as another SaaS app but as what he calls “the infrastructure, the piping, the plumbing” of business automation. Celigo, he tells us, moves data between systems like Salesforce, NetSuite, and Snowflake so companies can “create very sophisticated business processes” without…
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1083: Navigating the Go-To-Market Roadmap with Precision | Brian Robins, CFO, GitLab

It was a pivotal moment Brian Robins tells us he’ll never forget: stepping onto a makeshift stage to address some 400 employees just minutes before a key 8-K filing would publicly announce the potential sale of a major business unit. The room bristled with anxiety—people worried about their jobs and the future of the company.…
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1075: Mastering Recurring Revenue: The Next Chapter Unfolds | Kevin Rhodes, CFO, Extreme Networks

Kevin Rhodes recalls one of the earliest lessons in his finance career. “I wanted to understand the business,” he tells us, describing his decision to ride along with a Waste Management truck crew. Clipboard in hand, he meticulously recorded stop distances, tonnage collected, and time spent at each location. By the end of the week,…
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