In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Jeff Greenfield, an entrepreneur, advisor, and founder of Provalytics, a leading attribution and measurement solution. Jeff discusses marketing attribution, the challenges marketers face in proving the impact of their campaigns, and the evolving role of FP&A in understanding marketing spend. He shares his entrepreneurial journey, from building an SEO platform to leading Provalytics in providing marketers with a single source of truth for their efforts.Jeff Greenfield is the co-founder and CEO of Provalytics, a "cookie-less" attribution solution that helps marketers demonstrate the value of upper-funnel channels like CTV, podcasting, and more. Before founding Provalytics, Jeff built and led multiple digital marketing companies, pioneering the use of data-driven approaches to improve marketing performance.Expect to Learn:The challenges marketers face in proving campaign ROI and how to overcome themWhy FP&A professionals should understand marketing’s data modelsHow marketers and finance teams can align on data-driven goalsHow to ensure marketing budgets are being spent effectivelyHere are a few relevant quotes from the episode:“A great FP&A relationship is when marketing can demonstrate that their efforts are working and walk away with the budget they need.” – Jeff Greenfield“It’s important to understand that marketing is not just about clicks, it’s about capturing attention.” – Jeff GreenfieldJeff Greenfield shared valuable insights on the challenges of marketing attribution and how finance teams can collaborate with marketing to ensure efficient budget allocation. He emphasized the importance of understanding marketing data and aligning on a common measurement framework for better decision-making.Campfire: AI-First ERP:Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation,close management, and more, all in one unified platform.Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguyFollow Jeff:LinkedIn: https://www.linkedin.com/in/jeffgreenfield/Company: https://provalytics.com/Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.In Today’s Episode[02:40] – Jeff’s Background[03:33] – What Does Great FP&A Look Like?[08:21] – Measuring Revenue from Podcasts[11:25] – From Chiropractic to Marketing[15:10] – Founding Provalytics: Marketing Attribution[18:48] – The Google Tax in Attribution[29:46] – Why Google Isn't Enough Anymore[37:49] – AI and Podcast ROI[41:07] – Top Technical Skill for FP&A[48:00] – Last Questions & Final thought