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
Get it
Get it
What it means
Customer money the business should receive.
Buyer question
Did customer money make it all the way into clean cash?
If this is you
If this is you, the buying case is that money you already earned isn't reaching the bank — and you can name how much.
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.