Persona
CFO
Economic buyer. Approves budget and questions ROI. Skeptical by trade.
What keeps them up at night
ROI, payback, total cost of ownership, spend predictability.
Vocabulary
- payback period
- TCO
- OPEX vs CAPEX
- cost per transaction
- monthly COI
Proof that convinces them
Financial model with explicit assumptions; comparison to current stack; contractual clauses.
Issues for this persona
The Next Margin Frontier Is in the Decision
Allied's digital retail grew +39.2% while gross margin fell 4.9pp. Channel is a number; decision is still a promise. The next frontier is digitalizing the decision — price, credit, mix — under governance.
The customer who costs too much to win — and why it isn't a marketing problem
The acquisition cost on your spreadsheet is half the bill. The other half — cost to serve — decides whether a whole segment can be won. What Tracbel saw over five years.
B2B Price Isn't a Number — It's a Calculation That Changes With Every Context
The same product, sold to two different customers on the same day, can have two correct prices. When the rule that decides which price applies lives scattered, the operation loses money on both ends: it undercharges and margin leaks, or it overcharges and loses the sale.
Why a Small Order Costs More Than It Earns
Processing a R$ 400 order costs almost the same as a R$ 4,000 one: the effort is fixed per transaction. That's why the small customer costs more than it earns. With five years of Tracbel data, a read on when that math flips.