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
Protect it
Protect it
What it means
Money or enterprise value the business could lose if something breaks.
Buyer question
What preventable loss could hurt cash, trust, or enterprise value?
If this is you
If this is you, the buying case is a preventable loss the exec can put a number on — before it becomes the story.
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.