Episode 205

Marketing vs FP&A: adventures in business partnering
00:00 / 00:00

Marketing vs FP&A: adventures in business partnering

May 18, 2026 49:54

In the third in our series on finance business partnering we are joined by David Manela, who has had the role of CRO and CMO at Fiverr, Ideei, and Vivre. As managing partner and co-founder of Violet Growth he is in high-demand at some of the hottest scaling companies, designing a  growth operating system that “speaks the CFO’s language from day one”. It is tailored to companies spending more than $10m annually on marketing and sales - with digital as the main growth channel.
“Spending a dollar in marketing is no different than spending a dollar in infrastructure, on say a forklift that you might need for your warehouse. You need a return on a specific schedule, and you need a percentage of returns on that schedule. Don't start with a campaign, start with a financial goal.”

 

In this episode on the highlights and lowlights of the FP&A relationship with marketing, David talks:

 

  • His background from audit to marketing and P&L responsibility at companies 
  • Marketing as an “investment” not a “cost”
  • The power of getting a marketing forecast  based on cohort behavior 
  • Payback period and capital constraints at Fiverr
  • Disconnected and expensive mistakes in business partnering 
  • The power of AI in marketing and finance 

 

Related Episodes

From Farm to FP&A: How California Dairies delivers 17 billion pounds of milk each year
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We take a deep dive into the finances behind the agricultural and food beverage sector with Brad Mooney, Director of FP&A at California Dairies. FP&A drives success at California Dairies which produces 40 percent of California’s milk (300 family-owned and operated members ship 17billion pounds of high quality milk annually) and is a manufacturer of quality butter, fluid milk products, and milk powders (including Challenge and Danish Creamery and milk powder brand, DairyAmerica). In this episode former Marine Corps turned FP&A leader Brad Mooney talks:

  • Building the plane as we flew it building FP&A
  • The metrics of “Timing yield and supply”  at California Dairies 
  • The Four Ps in finance building
  • Effectiveness of planning  and forecasting in a supply-driven business 
  • My view of FP&A Development 
  • FP&A as therapist 
From Ports to the Deal Table: How FP&A Earned a Seat at Peel Ports
00:00 / 00:00


In our first FP&A Today episode to cover the shipping, ports and haulage sector, we look at the FP&A powering Peel Ports Group, the second largest port operator in the UK, which manages the vital gateways powering the UK. Alex Roche has built the FP&A team at Peels Ports, based in Liverpool, England, which generates £800M spread across 10 divisions. The group has invested over £1.5 billion over the past decade in advanced logistics, cranes, warehouses, and terminal upgrades. Highlights of his nearly decade time at Peel Ports include Co-building the Group's FP&A function for a £400m-EBITDA multi-site, and developing formal evaluation models for two major commercial deals totalling £100m+, enabling better-informed investment decisions and a £7.5m increase in realised deal value 

 

In this episode:

  • The importance of volume in ports and how KPIs revolve around the metric
  • M&A at Peels Port and setting up the FP&A team and building models 
  • FP&A recommendations around vertical integration  with a new haulage business 
  • The power of teaching others coming up in finance and accounting
  • Why Simon Sinek was right and FP&A should start with why  
  • Board on Peace Brigades International UK as a finance trustee 
  • Two favorite Excel functions 
Scaling FP&A at RingCentral: Dan Newman
Episode 207

Scaling FP&A at RingCentral: Dan Newman

Jun 14, 202647:15
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Dan Newman

heads FP&A at RingCentral, a $2.5B public SaaS company (a platform for business phone, SMS, contact center, workforce engagement management, video collaboration, and messaging) , where he has overseen a  period of 10X growth. Discussing a career comprising consulting, being a financial analyst at Salesforce, private-equity-backed startups, Dan discusses building financial models towards a sale, navigating the shift from 30% growth to efficiency, and AI processes.

In this episode

  • Building the FP&A team at SchoolMessenger and pivoting to a sale 

  • Joining RingCentral at a $250m run rate and a six-person FP&A team towards $2.5billion

  • Why revenue is rarely as simple as it looks 

  • Business partnering in an age of efficiency in SaaS

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