Although CFOs may often come across like the “Bad Cop” when it comes to justifying your marketing expenses, there’s merit in questioning why you’re taking on a particular marketing activity.

Seriously, before you hire someone to make you a “dominant force” on Facebook or Twitter, ask some simple questions like:

“If I do everything you recommend, what kind of payout can I expect in terms of new business (in real currency) and new clients?”

“How long will it take to realize this payout?”

“Are there better options for my business?”

If they fudge, hedge and otherwise don’t directly answer your questions, you’re looking at a black hole for your hard-earned cash.

For more about the CFO mindset, read this Marketing Profs article : http://www.marketingprofs.com/short-articles/1048/tlc-for-the-cfo.

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