For CFOs and finance leaders
Marketing that can defend its own budget.
Finance for Marketers is a self-paced academy that teaches your marketers the finance behind their decisions. So the ask arrives with cost scope, assumptions and payback already attached - before you have to ask for them.
£199 for five learner places. 90 days' access. No finance background needed.
The same campaign ask
“We reached 2.4 million people and our ROAS is 4x. We need 20% more budget next quarter.”
“Incremental gross profit was £126,000 against £120,000 of fully loaded campaign cost - 5% ROI. Break-even needs about 67% incrementality, which we will test with a holdout. Payback is eight months. If the budget is held, this is what we cut first.”
One of those is a slide. The other is a decision you can make.
See how marketing ROI fits your P&LDoes this sound familiar?
Marketing teams are not careless with money. Most were never taught how their work lands in your statements - so they report what they can measure, not what you need.
Slides, not cases
Reach, impressions and clicks presented as results, with no margin, payback or cost behind them.
A return you cannot verify
“ROI” quoted from the media bill, with agency fees, production and campaign tooling left out of the number.
Budget by precedent
Last year plus ten per cent, justified by what competitors are doing rather than what your numbers support.
Two sets of definitions
Marketing's “pipeline” and Finance's “revenue” describe different things in the same meeting.
What they say, and what you still need to ask
The gap is rarely the numbers themselves. It is that marketing's headline rarely answers the question your next one would.
They say
“We reached 2.4 million people and ROAS is 4x.”
You still need to know
Which of those became paying customers, what did each cost, and what did they add to gross profit?
They say
“Campaign ROI was 4x.”
You still need to know
Is that revenue on media spend, or gross profit on the full campaign cost - and over which period?
They say
“We need to invest in brand.”
You still need to know
Over what horizon, measured against what, and what is the next best use of that money?
They say
“Demand is soft this quarter.”
You still need to know
Which part of the funnel, and what does the forecast say if it stays soft?
What you should see change
Requests arrive with the maths attached: assumptions, fully loaded costs and a sensitivity range.
Marketing and Finance use the same words for margin, contribution, payback and variance.
Campaigns get stopped when the evidence says so, instead of being defended to the end of the year.
Someone in the room can read a P&L line, explain what moved and what marketing did about it.
What the course covers
Three levels, twelve lessons. The diagnostic decides where each person starts, so nobody repeats what they already know.
Finance Foundations
Marketing Executives and early-career marketers
The essential vocabulary: revenue, costs, margin, the P&L, cash and campaign ROI - and why Finance asks the questions it does.
- Revenue, costs and margin8 min
- Where marketing lives in the P&L - and why cash matters9 min
- Calculating campaign ROI properly10 min
- Building and managing a basic marketing budget9 min
Explain a marketing investment in commercial language.
4 lessons · 36 minutes
Commercial Marketing
Marketing Managers and Heads of Marketing
CAC, LTV, contribution margin, payback, variance and scenario planning - connecting marketing metrics to financial performance.
- CAC and customer lifetime value11 min
- Contribution margin and payback10 min
- Budget variance and forecast vs actual9 min
- Making an investment case with scenarios12 min
Build, manage and defend an annual marketing budget.
4 lessons · 42 minutes
The Financially Fluent CMO
Marketing Directors and CMOs
P&L and balance sheet interpretation, EBITDA, investment appraisal, brand versus demand and presenting to the Board.
- Reading the P&L like a CFO: EBITDA and margin improvement12 min
- The balance sheet, cash flow and working capital11 min
- Investment appraisal: NPV, payback and the business case13 min
- Brand vs demand, cost reduction and presenting to the Board14 min
Make - and win - commercially credible investment decisions.
4 lessons · 50 minutes
How the team offer works
- 01
Reserve five places
One payment of £199 gives five learner places for 90 days. Places are held against your purchase, so you choose who uses them.
- 02
Each marketer starts with the diagnostic
A ten-minute Financial Confidence Score across six areas, which sets their pathway and gives you both a starting point to measure against.
- 03
They work through their own pathway
Lessons, worked examples and the marketing finance calculators, at their own pace. Progress is held on each person's own account, and each finishes with a certificate.
Team offer
£199 for five places
90 days' access. Under £40 a marketer. All three levels, the calculators and completion certificates.
Not ready to commit? Ask your team to take the free diagnostic and see where they stand first.
Questions Finance asks us
Do they need a finance background?+
No. Level 1 assumes none: revenue, costs, margin, the P&L and campaign ROI from the beginning. The diagnostic places each person at the right level, so nobody sits through what they already know.
How long does it take?+
Twelve lessons of eight to fourteen minutes, across three levels. People work through their own pathway at their own pace, and access lasts 90 days.
How do we know it is working?+
Watch the requests, not the completion rates. Within the access period you should see cost scope, assumptions and payback appear in marketing's cases without you asking for them. Each learner ends with a course-completion certificate.
We have more than five marketers.+
Tell us about your team on the enquiry form and we will scope places, timing and reporting around it.
Is the AI CFO practice room included?+
Not at launch. The practice room opens to paying teams after launch; the lessons, confidence score and calculators are available now.
Who runs it?+
Finance for Marketers is a KailieTech Ltd brand. Learner progress is held on each person's own account and personal data is processed under the UK GDPR and the Data Protection Act 2018.
Give them the language you already speak
Five places, one payment, 90 days. Or tell us about a larger team and we will scope it with you.