Scott Lindquist | What Your CFO Wants To Tell You, But Won't

CMO Confidential — “What Your CFO Wants to Tell You (But Won’t)” with CNA CFO Scott Lindquist What does a great CFO really think about marketing? Mike Linton sits down with Scott Lindquist—CFO of CNA Financial and former long-time CFO of Farmers—to decode the finance side of brand building, performance spend, and the politics of the boardroom. They cover how CMOs should onboard a new CFO, why “marketing math” wins over skeptics, mistakes to avoid in board presentations, and how insurers used bold brand bets to become category killers. What you’ll learn • The four archetypes of CFOs—and how to work with each • Why CFOs who are “joined at the hip” with the CEO think differently about growth • How to explain cost of capital and present value like a marketer (and win budget) • The insurance playbook: brand investment, DTC distribution, and lifetime value • Why every large marketing org needs a Marketing CFO (and how to set it up) • Boardroom pitfalls: jargon, 100-slide decks for 20 minutes, and “draining the slide” • Practical tips for building trust: bring the data, surface bad news early, and speak in outcomes Guest Scott Lindquist — Chief Financial Officer, CNA Financial. Former CFO, Farmers Insurance. Started at PwC and has led finance through growth, turnarounds, and public-company scrutiny. Host Mike Linton — Former CMO of Best Buy, eBay, and Farmers; former CRO of Ancestry. Host of CMO Confidential, the #1 CMO show on YouTube. Who should watch CMOs, CEOs, CFOs, board members, founders, and marketing leaders who need tighter finance alignment and clearer ROI storytelling. Brought to you by Typeface Legacy marketing tools weren’t built for AI. Typeface is the first multimodal, agentic AI marketing platform that turns one idea into thousands of on-brand assets—across ads, email, and video—while integrating with your MarTech stack and meeting enterprise-grade security needs. See how brands like ASICS and Microsoft accelerate content at scale: typeface.ai/cmo. — If you’re enjoying the show, please like, comment, and subscribe. New episodes every Tuesday; companion newsletter with the top insights every Friday. #CMOConfidential #CFO #MarketingROI #BrandBuilding #B2BMarketing CMO Confidential, Mike Linton, Scott Lindquist, CNA Financial, Farmers Insurance, CFO, CMO, marketing CFO, finance and marketing alignment, cost of capital, present value, marketing math, LTV, lifetime value, CAC, board presentations, brand valuation, insurance marketing, DTC insurance, Geico, Progressive, performance marketing, media spend, marketing ROI, budgeting, enterprise marketing, MarTech, agentic AI, Typeface AI, ASICS, Microsoft, PwC, executive leadership, C-suite, category strategy, growth strategy, B2B marketing, B2C marketing, onboarding a CFO, sponsorships, vendor management, marketing governance, data-driven marketing, brand building, boardroom communication, enterprise security, AI marketing platform See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.