GTM Finance

The Rise of GTM Finance Function: Why CFOs Now Embed Finance Inside Revenue

Marketing budgets have fallen to a post-pandemic low of 7.7 percent of revenue while CFO scrutiny has risen, and the old arrangement, with FP&A sitting in finance speaking a different dialect, can no longer reconcile what marketing reports with what the ledger shows. This piece defines the GTM finance function as a finance role embedded inside revenue, walks through the three failure modes that created it (unverifiable return claims, attribution that fails to reconcile, and velocity blindness), and shows why finance-grade attribution that sums to 100 percent is now the bar. It argues the reconciliation is a context problem solved on RevSure's Full Funnel Data Graph, not another dashboard, and that the teams gaining budget are the ones that arrive at planning cycles with defensible channel spend, clear unit economics, and a traceable path to revenue.