S2E1: Financial Truths CMOs and CROs Can't Ignore

Season Two opens with a necessary reset for growth leaders.

In this episode, Stacie sits down with Jennifer Yousem, Founder of iHeartEBITDA, to unpack the financial realities behind marketing and sales performance—and why CMOs are often asked to defend results without being given the right financial context.

They explore why top-line growth is a vanity metric, how margin degradation creeps into service businesses, and why honesty in forecasting matters more than aggressive targets. This conversation bridges the gap between marketing strategy and financial truth.

If you’re a CMO expected to drive growth, justify spend, and align with finance—this episode is required listening.

Key topics covered

• Why top-line growth is a vanity metric
• What CMOs need to understand about margins
• How margin degradation happens quietly over time
• Why “not all revenue is good revenue”
• Forecasting honesty vs. hockey-stick storytelling
• Cost control as the only true lever of certainty
• How marketing, sales, and finance should align around truth

Who this episode is for

• CMOs responsible for growth and budget accountability
• CROs managing optimistic pipelines
• Founders scaling through the messy middle
• CFOs pushing for financial rigor
• Operators tired of growth theater

About the guest

Jennifer Yousem is the Founder and CEO of iHeartEBITDA, a fractional CFO, controller, and bookkeeping firm serving mid-market companies. After years leading finance inside large media organizations, she now helps founders and leadership teams turn messy numbers into clear growth decisions—without the BS.

Links & resources

• iHeartEBITDA: https://iheartibda.com
• Learn more about Stacie Sussman & RevUp Advisory: https://www.linkedin.com/in/staciesussman/