Most CFO’s cringe when they see marketing budgets come across their desks. Unrealistic projections, off the wall ideas and limited accountability will put marketers into the dog-house with their financial overlords. It’s time for marketers to do better. It’s time for marketers to understand their CFO and give them something they can work with. It’s time to take a data-driven approach and start hearing “yes” more often. This session teaches attendees how to use the myriad competitive analysis tools available to marketers and use them to blow your CFO’s friggin mind. Join us as Jeff Sauer walks you through several practical tools and techniques that will allow you to start hearing yes more often.