The CFO Money Map
Executives don’t buy products. They buy outcomes.
We build this map with founder-led B2B software teams — so the executives buying from them can defend the number in five minutes.
The question
Go find me $10M.
Four places it can come from
Earn it
Earn it
What it means
Money the business does not have a claim to yet.
Buyer question
How do we create more customer value?
If this is you
If this is you, the buying case is that you can defend a bigger number in next year's plan.
The question
Go find me $10M.
Four places it can come from ↓
For most B2B software books, the near-term $10M lives inside Get it and Use it. Earn it is the annual-plan story; Protect it is the “one bad quarter” story.
One company used this exact map to defend $104M.
Same four branches. Real numbers. Real executives. 7 minutes.