Show your CFO
The page you send to your CFO
You've built the case for the release. Now you need finance to sign it off. This is the read-only page you share with them — every cost, every benchmark, every formula, every currency conversion, printed with its source and date. Not a black box. Not marketing spin.
What finance will look at first
The CFO doesn't need marketing language. They need three answers:
- Total cost, total benefit, net benefit, ROI %
- Break-even leads and payback period in months
- Sensitivity range — conservative, base, optimistic
Payback beyond the campaign timeframe is flagged explicitly with an amber warning. No false precision.
Cost model — plain arithmetic
Total campaign cost = plain sum of six categories:
- Writing
- Agency / labour
- Distribution
- Design
- Paid amplification
- Tracking
No opaque overhead multipliers. Every line item is inspectable.
Benefit model — sourced, ranged, honest
Total benefit = sum of five modelled components:
- Incremental traffic value (Δ visits × CPC benchmark)
- Lead value (Δ leads × cost-per-lead benchmark)
- Revenue (Δ leads × close rate × AOV × gross margin)
- SEO / backlink value
- Modelled media value
If a required input is missing, the model uses a labelled industry-average benchmark and reduces the confidence signal. Every substituted default is printed as 'estimated (benchmark)' on the assumptions table.
Media value is never revenue
PressImpact labels earned media value as a modelled equivalent of paid CPM — not verified revenue.
The scorecard, benefit breakdown, and executive summary all use language that keeps this boundary visible.
Media value tells you what comparable paid coverage would cost. It does not enter the revenue line unless your business model treats it that way.
Currency provenance and audit trail
Live European Central Bank reference rates for USD, EUR, and NOK, refreshed every six hours.
- Every report prints the ECB rate date in the footer
- Original currency is stored separately from display currency — historical figures never change if today's rate moves
- Every benchmark row prints its source, publication date, and licence status
Everything the CFO would ask about is already on the page.