Most founders track KPIs religiously, but still feel disconnected from what drives their business forward. The problem isn't the metrics. It's the gap between measurement and action. In this conversation, Mark sits down with Mary Adams, co-founder and CMO of Insights7, to explore how the Work to Value framework turns strategic vision into aligned daily execution.
Mary brings 30+ years of experience helping founders move from reactive reporting to proactive alignment. She breaks down why your business exists as a value creation system, how to map your GL to actual operations, and why AI will make organizational clarity necessary. Whether you're struggling to align your team around shared goals, finding your KPIs live in silos, or preparing for the agentic workforce revolution, this episode reveals the framework that turns dashboards into decisions.
Time Stamps:
00:00 Introduction to Scaling CFO
00:29 Guest Introduction: Mary Adams
01:13 The Work to Value Framework
02:42 Aligning Passion, Problem, and Payment
04:11 Building a Unified System for Value Creation
06:59 Empowering Leadership and Teams
08:53 Tracking KPIs and Strategic Goals
11:01 Systemizing Business Processes
17:48 Mary Adams' Background and Insights
19:30 Understanding Financial Statements
19:46 Identifying Silent Drains
21:03 Cost of Value and GL Strategy
22:02 Aligning KPIs and Costs
23:09 Effective Communication and Accountability
24:14 Case Study: Medical Device Company
27:28 The Importance of Clarity
31:09 Leveraging AI for Business Efficiency
36:54 Rapid Fire Questions
38:07 Conclusion and Final Thoughts
Follow Mark and Mary:
Connect with Mark:
LinkedIn: https://www.linkedin.com/in/stilescpa/
Website: https://www.markstilescpa.com
Connect with Mary:
LinkedIn: https://www.linkedin.com/in/maryadamsica/
Website: https://insights7.com
Revenue growth without retention is just expensive churn. And sales strategies without financial grounding? That's a recipe for burning cash faster than you're making it.
In this episode of The Scaling CFO, Mark Stiles sits down with Jeff Kerchick, VP of Sales at Zorro, four-time startup veteran (three exits, one IPO), and author of Authentic Selling, to break down why the sales-finance relationship matters more than most founders realize.
Jeff shares why Net Revenue Retention (NRR) has replaced growth as the north star metric, how to build sales systems that scale without losing the human touch, and why AI might actually help you spend less on your tech stack instead of more.
Whether you're struggling with customer concentration, wondering how to justify your CAC to your CFO, or trying to figure out which tools to build versus buy, this conversation will help you align sales and finance so growth is sustainable, not just exciting.
Timestamps:
00:00 Introduction to Scaling CFO
00:38 The Box Method Framework
01:41 Sales and Finance Synergy
04:35 Jeff Kerchick's Journey
07:47 Sales Strategies and Metrics
12:14 Leadership and Customer Retention
28:00 Navigating the CFO-Marketing Relationship
28:32 The Role of Automation in Sales Outreach
29:32 Balancing Human Touch and Automation
30:36 Leveraging AI for Operational Efficiency
32:16 AI's Impact on Job Roles and Business Models
34:58 AI in Communication and Customer Relations
35:43 AI in Healthcare Benefits and Quoting
42:12 The Importance of Data Privacy in AI
44:41 ICRA: A New Model for Healthcare Benefits
46:07 Sales Strategies and Decision Making
51:23 Rapid Fire Questions with Jeff
53:21 Conclusion and Final Thoughts
Connect with Jeff:
LinkedIn: linkedin.com/in/jeffkirchick
Website: https://jeffkirchick.com/
Connect with Mark:
Mark A. Stiles, CPA Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]
📅 Book a free consult with Mark → https://calendly.com/mark-stiles-markstilescpa/new-meeting
Most founders think the answer to cash crunches or stalled growth is simple: more sales. But more revenue without systems is just chaos with bigger numbers.
In this episode of The Scaling CFO, Mark Stiles sits down with Brett Fritz, seven-figure sales strategist, fractional VP of Sales, and founder of Two Ones, to unpack why founder-led sales often fail—and what to do differently.
Brett shares the biggest misconception about sales, why internal buy-in matters more than external tactics, and how to connect sales with finance so growth is sustainable, not self-destructive.
Whether you’re stuck in founder-led chaos, struggling with CAC, or wondering how to align your sales and operations, this episode will help you move from duct-tape tactics to clarity that scales.
Timestamps:
00:00 – Welcome + guest intro
02:00 – What “sales clarity” really means for founders
04:43 – The biggest misconception about sales
07:00 – Founder guilt, fear, and performance pressure
10:43 – Why human connection beats automation
14:48 – Why internal buy-in matters more than external tactics
18:45 – The founder’s time management crisis
23:00 – Breaking silos with the Box Method
25:44 – The “Two Ones” framework: treating clients as equals
29:47 – Sales vs. finance: the CAC reality check
33:43 – Why humility is a sales superpower
35:12 – What clarity in sales actually looks like
37:00 – Rapid-fire round: Brett’s sales lessons
39:00 – Where to find Brett + closing thoughts
Connect with Brett:
LinkedIn: https://www.linkedin.com/in/brettfritz/
Website: https://2ones.com/
Connect with Mark:
Mark A. Stiles, CPA Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]
📅 Book a free consult with Mark → https://calendly.com/mark-stiles-markstilescpa/new-meeting
Most business owners hit a wall around $1-2 million in revenue, not because of market conditions or cash flow, but because they can't transition from doing everything to leading effectively. In this conversation, Mark sits down with former Stetson University basketball player Dr. Nefertiti Walker to explore what real leadership looks like when you're scaling a business.
Dr. Walker, now a senior executive at UMass and nationally recognized expert in organizational culture, shares hard-earned lessons about the difference between delegation and empowerment, why psychological safety isn't "soft skills" but competitive advantage, and how the generational shift in the workforce is changing everything about how we need to lead.
Whether you're struggling to get your team to think strategically, wondering why good people keep leaving, or trying to figure out how to lead the next generation of workers, this episode breaks down the leadership evolution every scaling CEO must make.
Timestamps:
00:00 From Basketball Courts to Boardrooms
01:41 The Positional Power Problem
03:59 Stop Delegating, Start Empowering
08:29 The Real ROI of Inclusion
16:39 What Sports Teaches About Scaling Teams
23:34 Leading Through Organized Chaos
24:57 The Strategic Thinking Crisis
28:21 The "Only I Can Do" Filter
31:50 The Workforce Revolution
34:32 Leading the Therapy Generation
40:14 The Skills Gap Nobody Talks About
44:50 Lightning Round: Leadership Lessons
Connect with Nefertiti: LinkedIn: https://www.linkedin.com/in/nefertiti-walker-5338a943/
Connect with Mark:
Mark A. Stiles, CPA Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]
📅 Book a free consult with Mark to explore your own Marketing & Sales Quadrant → https://calendly.com/mark-stiles-markstilescpa/new-meeting
In this episode of The Scaling CFO, host Mark Stiles, CPA and founder of MASCPA, sits down with Ronald Berry III, founder of Flywheel Consultancy. If you’ve ever felt like your marketing was in motion but not moving the needle, this episode is for you.
Ronald breaks down how to translate brand into systems, message into money, and awareness into ROI. From defining your ICP to the rise of "allbound" marketing, this conversation clarifies how to build a scalable marketing machine, without selling your soul or spamming your audience.
Topics include:
What most founders get wrong about their ICP (ideal customer profile)
The difference between messaging and medium
Why "founder-led" and "leader-led" marketing outperform generic brand campaigns
How many brand impressions it really takes to convert a lead
Signal-based campaigns and why they lower CAC
When to know your message isn’t resonating
Why message clarity beats message volume
How to use AI to scale content without losing your voice
What founders should never outsource too soon
If your message isn’t converting or your leads are stalling, this is the reset worth listening to.
Timestamps:
[00:00] Welcome to The Scaling CFO
[01:05] Marketing noise vs. marketing systems
[02:15] TAM, ICP, and the power of precision
[04:45] Messaging vs. Medium
[06:30] Allbound marketing explained
[08:50] Signal-based campaigns & data-driven outreach
[11:40] Founder-led marketing & leader-led impact
[15:00] Aligning message with internal leadership
[18:10] When your messaging isn’t working
[21:20] Why short-form > long-form (at first)
[24:30] AI + authenticity = marketing leverage
[28:10] Delegation, SOPs & founder capacity
[32:15] Scaling without losing your voice
[36:45] Marketing ROI: signals, systems, and strategy
[39:30] Rapid fire round
Connect with Ronald:
LinkedIn: https://www.linkedin.com/in/berryiii/
Website: https://www.flywheelconsultancy.com
Connect with Mark:
Mark A. Stiles, CPA
Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]
Book a free consult with Mark to explore your own Marketing & Sales Quadrant → https://calendly.com/mark-stiles-markstilescpa/new-meeting
Too many founders treat marketing like a box of disconnected tactics—random ads, inconsistent emails, a logo refresh here and there. But real growth doesn’t come from dabbling. It comes from system-building.
In this episode, MASCPA founder Mark Stiles, CPA sits down with Cassidy Lewis—CMO of Cooper Hurley Injury Lawyers and founder of the CMO Academy—to unpack how founders can move from reactive marketing to a scalable system that drives conversion and clarity.
Cassidy shares hard-won lessons from 16+ years in service-based marketing, including:
Why marketing without sales alignment is wasted effort
How to turn your database into a revenue engine
The psychology behind trust-building in professional services
And why "done is better than perfect" might be your new marketing mantra
Timestamps:
[00:00] Welcome to The Scaling CFO
[01:06] Cassidy on 16 Years in Service Marketing
[02:30] Why Tactics Without Systems Fail
[05:37] Your Ideal Client Isn’t a Demographic
[09:04] The Million-Dollar Bottleneck
[12:21] From Chief Everything Officer to Evangelizer-in-Chief
[15:47] Marketing-Sales Alignment: One Voice, One Brand
[20:28] Your Database as Your Gold Mine
[22:49] 60% Referral Rate? It Started with Systems
[24:05] You Don’t Own Social. Own Your List.
[26:47] CRM + Simplicity = Scale
[32:10] Don’t Let Perfect Block Progress
[34:36] Final Word: Start Today, Even If It’s Small
Connect with Cassidy:
Cassidy Lewis Chief Marketing Officer, Cooper Hurley Injury Lawyers [LinkedIn] | Founder, The CMO Academy [thecmoacademy.com]
Connect with Mark:
Mark A. Stiles, CPA Founder, MASCPA [markstilescpa.com] | Host, The Scaling CFO [LinkedIn]
📅 Book a free consult with Mark to explore your own Marketing & Sales Quadrant → https://calendly.com/mark-stiles-markstilescpa/new-meeting
Host Mark Stiles, CPA and founder of MASCPA, sits down with power couple Nate and Liz Lenz, co-founders of Concurrent and Lenz Insights, to unpack what it really takes to scale a business with your spouse, your values, and your people intact.
They reveal how to lead through blurred lines of personal and professional life, what scaling looks like beyond $1M in revenue, and why building human capital is the real unlock for margin and momentum.
From SOPs to surprise-and-delight client moments, from Widget frameworks to preparing for generational wealth transfer, Nate and Liz walk us through the kind of intentional leadership today’s founders need to build a durable business that runs without losing its soul.
Whether you're at the $1M inflection point or thinking about succession, this episode offers a front-row seat to what smart scaling actually sounds like.
Timestamps:
[00:00] Welcome to The Scaling CFO
[01:20] Nate & Liz on Merging Marriage with Mission
[04:15] The Truth About Balance, Boundaries & Clarity
[06:10] From Chief Everything Officer to Chief Evangelizing Officer
[08:30] Human Capital as the True Scaling Engine
[11:45] Clarity, SOPs, and Letting Leaders Lead
[14:30] Using the Widget Framework to Unlock Team Strengths
[17:05] Building Culture as an Output, Not Just Input[20:00] Operationalizing Your Values in a Scaling Firm[23:10] Coaching Advisory Firms Through Inflection Points
[26:20] People, Process, and Technology, In That Order
[31:00] Scaling the Advisory Experience: From Personal to Repeatable
[35:40] “Look for Lemons”: Creating Client Wow Moments[38:15] How Pareto Principle Shapes Smart Scale[42:00] Tech, Talent & the Future of Wealth Management
[47:40] AI, Validation, and the Human Side of Strategy
[50:30] Asking Better Questions = Better Client Retention
[53:10] Succession as a Process, Not an Event[57:20] Rapid Fire: Productivity, Resilience & Real Life
[59:30] Final Word: Be Honest with Yourself First
Connect with Nate & Liz:
Nate Lenz CEO, Concurrent
poweredbyconcurrent.comLinkedIn
Liz Lenz Founder, Lenz Insights & Practice Synergies Lead at Concurrent
Connect with Mark:
Mark A. Stiles, CPA
Founder, MASCPA | Host, The Scaling CFO
Welcome to The Scaling CFO, the go-to podcast for business owners looking to scale beyond six figures and build a company that thrives. Mark Stiles, virtual CPA and business strategist, is here to help you optimize profitability, implement scalable systems, and step fully into your role as CEO. Every week, we bring together top experts in finance, operations, and leadership to give you the exact strategies you need to grow smarter, not just bigger. Let’s get to work!
