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You Can't outsell a bad business model

with Shay Wheat, CEO, Grace & Ease Productions and
Andrea Jenson CEO and Founder of The Cash Flow CFO

What if focusing solely on revenue is holding your business back?

Join me and Andrea Jensen, founder and CEO of the Cashflow CFO, who shares her expert strategies for transforming a six-figure business into a seven- or eight-figure powerhouse.

Andrea explains the critical shift from prioritizing revenue to focusing on profit and emphasizes the necessity of a profitable business model before scaling.

She reveals the key systems and processes required to allocate revenue effectively into four essential buckets: cost of goods sold, general and administrative expenses, marketing, and profit.

This episode is packed with actionable insights to help you achieve sustainable growth and avoid common pitfalls.

In this episode, we also tackle the strategic planning necessary for hitting revenue goals through events, be they quarterly or annual. Andrea offers a comprehensive breakdown on how to translate annual goals into achievable quarterly targets, stressing the importance of metrics like sales conversion rates, lead generation, and cost per lead.

We discuss the crucial distinction between events designed to fill a room versus those aimed directly at sales goals. For businesses hinging on significant annual events, Andrea’s guidance on setting good, better, and best goals will ensure you stay on track, using numbers as objective tools rather than emotional crutches.

Finally, Andrea delves into strategic financial planning for growth and successful exit strategies. Whether you’re eyeing a high-value sale to private equity or a more modest exit, Andrea underscores the importance of creating transferable value, professional management, and robust financial records.

Andrea’s expertise highlights how professional financial management isn’t just a nice-to-have but a critical investment for any business owner serious about maximizing profitability and paving the way for a successful future. Don’t miss this essential episode filled with expert advice and strategic insights!


3:39 – Structuring Revenue for Business Growth

9:35 – Balancing Business Budgets and Profit

15:42 – Sales Goal Segmentation and Metrics

18:32 – Revenue and Profit Allocation Framework

26:12 – Strategic Planning for Business Growth

29:44 – Importance of CFO in Business Sales

Andrea Jenson is an entrepreneur, investor and the Founder and CEO of The Cash Flow CFO. A premier Fractional CFO and Accounting firm dedicated to empowering business owners in their scaling efforts through insightful financial decisions grounded in solid data. As the creator of the Profit Growth Method, Andrea and her team offer a comprehensive strategy designed to bolster business profitability in a holistic and sustainable way.

Celebrated as one of the Top 5 Business Strategists for Scaling a Company in 2023 by both Forbes and Success Magazines, Andrea’s expertise profoundly enhances the financial health of businesses, optimizing cash flow, controlling expenses, and cultivating investment strategies to fuel growth through M&A activities.

Outside of her professional achievements, Andrea is a wife and mother, an enthusiastic soccer player, and a passionate volunteer with a deep love for animals. Her multifaceted life enriches her role as an entrepreneur, investor, and visionary, making her insights and leadership uniquely impactful in the business world.

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Think you’d be a great guest on the show? Apply HERE.

Want to learn more about Shay and her work? 

Check out Grace and Ease Productions at

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On the Creating Powerful Impact podcast, your host, Shay Wheat, Certified Event Producerâ„¢, Founder & CEO of Grace and Ease Productions, Inc. talks with coaches, experts, and thought leaders that are creating a wave of change with the work they do in the world. She believes that everyone has a unique message that can positively impact the world and we deserve to hear their stories. #creatingpowerfulimpact