Jim Ettamarna, SBI Managing Director, and John Staples, Senior Partner, share insights from SBI's spring Chief Financial Officer Forum...

SBI recently held its first Chief Financial Officer Growth Forum to bring together like-minded finance executives to discuss common challenges and share best practices with their peers. These growth-focused CFOs gathered in an intimate virtual setting to discuss the following topics:


  • The Ascent From CFO to CEO
  • The Digital Selling Landscape
  • Driving Accountability Through Visibility
  • And More


On today’s show, Jim Ettamarna, SBI Managing Director, joins John Staples, SBI Senior Partner, to share key learnings from the meeting.


Click here for the full podcast version of this interview.


CFO Spring Forum Insights


  1. SBI’s CFO Growth Forum. minute 1:11
  2. The Ascent From CFO to CEO. minute 2:43
  3. Driving Efficacy and Efficiency Through Digital and Virtual Selling. minute 4:37
  4. CAC and Achieving a Higher Yield From the Sales Team. minute 7:51
  5. Metrics for Your Customer Success Strategy. minute 13:54


Skip to minute 10:22 to hear Jim discuss how CFOs can drive behavioral change through the right metrics:


“Making the number comes down to having your commercial team execute the right behaviors. That’s where you get the input metrics. Did you make your outbound emails? Did you do your prospecting, and not just did you do it, but how much of it did you do? So having the right set of input metrics and the scoreboards around that and benchmarks is so critical. It sounds basic, but sometimes you can gloss over the basic stuff and miss a lot of value and impact.”


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John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.


John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.


His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.


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