When the economy falters, buyer behavior changes. But the key questions CFOs always ask are: By how much? And how much will it affect the sales pipeline, the lifeblood of the business?
To maintain a healthy balance sheet, it’s critical for CFOs to get those answers right. And that’s where things get tricky. When CFOs trim budgets with a too-heavy hand, they can cripple the business’ future growth. Conversely, if they don’t trim enough, the business can bleed out.