Ask the CFO with Bekah Carlson: Make Your Marketing Pay Off Like an Investment

Most small and midsized businesses don’t have a marketing problem — they have a measurement problem.

You’re spending time (and probably money) on websites, social posts, trade shows, maybe even ads. But if you asked, “What return are we getting on all this?” the answer usually sounds something like:

“We’re getting our name out there.”

That’s not a strategy. That’s hope. And as a CFO, I’ll tell you — hope doesn’t make for a good business plan.

Marketing Should Work Like Any Other Investment

That was the focus of this month’s Ask the CFO conversation with Bekah Carlson, founder of Carlson Integrated. Bekah runs a marketing firm that takes a business-first approach — one that starts with measurable goals and ties marketing activity to real financial outcomes.

Her message hit home for a lot of owners in the room:
Marketing isn’t about doing more. It’s about doing the right things, consistently, and tracking what moves the needle.

In finance, we budget, forecast, and review results every quarter. Marketing deserves the same discipline. Without a plan, it’s just noise. With one, it becomes a predictable growth tool.

Get Clear on the W’s

Bekah’s framework is refreshingly simple — but powerful.
She calls it the W’s: Who, What, When, Where, Why, and How.

• Who are your ideal clients (not just the ones you have now, but the ones you want)?

• What do they need to see and hear from you?

• When are they making purchase decisions?

• Where do they spend their time — online or off?

• Why should they choose you over anyone else?

• How will you reach them and measure the results?

It’s not flashy, but it’s effective. Because the clearer you are about the W’s, the easier it is to focus your time and budget where it counts.

Execution Beats Ideas Every Time

Bekah made a great point during the session:

“You can’t measure ROI if nothing’s actually going out the door.”

Too many companies spend months “planning” their marketing and never actually execute. The best marketing plans are simple, consistent, and reviewed quarterly — just like financial plans. You set goals, test channels, adjust, and repeat.

Marketing doesn’t have to be perfect to be profitable — it just has to be intentional.

The Bottom Line

When marketing and finance finally speak the same language, everything changes.
You stop throwing money at tactics and start investing in results.

Whether your growth comes from new leads, repeat customers, or better positioning, it all starts with a plan you can measure.

That’s what this month’s Ask the CFO was all about — and it’s a conversation worth watching.