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
Use it
Use it
What it means
Money, assets, people, vendors, or capacity the business already controls.
Buyer question
Are we getting enough value from what we already have?
If this is you
If this is you, the buying case is that you're already paying for the outcome — you just aren't getting it yet.
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.