Building back Trust Between CFOs and CROs: Eddie Reynolds
Jan 11, 2026•53 min•Ep. 190
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Episode description
Eddie Reynolds, CEO of UnionSquare Consulting, opens up about the often-fraught relationship between CFOs and CROs. Eddie shares insights from his unique journey—from banking and private equity to being an account executive at Salesforce which forecast within 5% accuracy despite 30%+ growth.
The conversation tackles the critical disconnect between finance and go-to-market teams: Why do CFOs struggle to trust CRM pipelines? What breaks when companies hit $50-100M in revenue?
In this episode:
- How Salesforce was able to forecast with 5% accuracy,
- The role of FP&A and CROs in go to market strategy and efficiency
- The issues with LTV to CAC ratio in SaaS
- Biggest challenges of the CFO/CRO relationship
- Bottoms up annual planning working with finance
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