# Building back Trust Between CFOs and CROs: Eddie Reynolds

Page: https://stenobird.com/podcast/fp-a-today-5699991/building-back-trust-between-cfos-and-cros-eddie-reynolds
Text version: https://stenobird.com/podcast/fp-a-today-5699991/building-back-trust-between-cfos-and-cros-eddie-reynolds.md
Podcast: [FP&A Today](https://stenobird.com/podcast/fp-a-today-5699991)
Published: 2026-01-11T12:34:51+00:00
Episode link: https://FPAtoday.podbean.com/e/building-back-trust-between-cfos-and-cros-eddie-reynolds/
Audio file: https://op3.dev/e/mcdn.podbean.com/mf/web/5nk3vegf6fnns3yc/251222_FPAT_Eddie_Reynolds_22XII25_M_SAS_Jimmy_5509.mp3
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JSON: https://stenobird.com/v1/public/podcasts/fp-a-today-5699991/episodes/building-back-trust-between-cfos-and-cros-eddie-reynolds
Duration seconds: 3159

## Resource

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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## Transcript

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