Building back Trust Between CFOs and CROs: Eddie Reynolds

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