Page 64 - CSAM2 - Successful Sales Engagement for Cloud Services

Supporting Student Notes:

Ultimately the CFO is looking to balance decisions around the contribution of a decision to these aspects. But how do
you put a monetary value on all these things? Advertising for instance. Why does RedBull spend so much money on
sport sponsorship and events? What price the brand value of Coca Cola? How do they protect that brand? Etc
It’s not clear cut. How does he weigh up all these factors?
The above must be qualified in conjunction with top CxO Concerns:
CEO
Confidence is Fading Fast
Need Cash generating Projects
Time to Move On
New Cost Efficiencies
Seeking Innovation for Corporate Growth
Long term sustainability