The financial argument your CFO will accept. In 23 minutes.
How to read a P&L from the marketing seat. How to make the brand case in numbers. How to connect your metrics to the language the board speaks.
30-day money-back guarantee · Lifetime access · Includes two calculators + transcript
The CFO wants cuts. The board wants short-term numbers. You know cutting brand spend is the wrong call — but you're making the argument with conviction instead of evidence. That's a fight you lose.
You can feel the argument. You can't put numbers to it.
You know brand investment pays off — but when asked to show it on a slide in CFO terms, the case falls apart.
You're fluent in marketing. Not in P&L.
The finance team speaks contribution margin, EBITDA, and payback periods. Marketing speaks reach, frequency, and brand equity. Nobody taught you how to translate.
The cut happens. And two years later, everyone wonders what went wrong.
Budget reductions that look like savings on the P&L compound silently into lost penetration and higher CAC. By the time it shows up in the numbers, you've moved on — or been replaced.
23 minutes that change the conversation you can have with a CFO.
How Money Flows
Understanding the P&L waterfall — and where marketing really lives inside it. Most marketers know their line. This chapter shows you the whole model.
Read the Numbers
Five questions. Thirty minutes with your P&L. By the end, you know what kind of conversation you can have — and what you were missing before.
The Brand Case
Performance ceilings, J-curves, and the cost of cutting. The financial argument for brand investment — built in the language finance actually uses.
Three P&L Models
FMCG, D2C, and B2B. Three structures, three conversations — and how the marketing argument shifts depending on which room you're in.
The Metrics Map
Connecting your marketing metrics to the numbers the CFO actually tracks. Share of voice to revenue. Penetration to contribution margin. The bridge that makes the case stick.
23-Minute Video
Stream on any device. The full five-chapter argument — delivered as a speech-synced presentation with Moritz on camera and slides that fire on his words.
Brand Budget Cut Simulator
Input your current budget, cut percentage, and category growth rate. The simulator shows the penetration cost and revenue impact — in numbers you can put in a slide.
J-Curve P&L Simulator
Model the payback arc of brand investment over time. Shows the short-term dip and long-term return in a CFO-readable chart you can export and present.
Full Transcript
Every word from the video, formatted for reading. Use it to pull quotes, prepare talking points, or share the argument with your team before the meeting.
+ VAT where applicable · Gumroad handles EU VAT automatically
One argument. Made precisely. In 23 minutes.
Get Instant Access — €99The next step
This video covers the financial argument. The CMO Course covers everything else — how markets work, channel strategy, pricing, board dynamics, investor relations, and the operating rhythm that holds it together. Founding access open, 30 seats.
17 years in brand marketing. Vorstand Marketing & Produkt at Veganz Group AG — led marketing through the €47.6M Frankfurt IPO. Currently Director Germany at Madre Brava.
Twice OMR speaker · DMEXCO 2024 · Horizont 2021 · Bonial × Media Impact 2024 · New Food Conference 2026 · Table.Forum. Chapter contributor at Springer.
Full biography →