CFO THOUGHT LEADER30 Jan 2022

771: Embracing Change | Brian Kinion, CFO, MX

Twenty-four hours after Brian Kinion’s first earnings call as a CFO of a publicly-traded frim, his aspirations as a finance chief quickly became deflated as Vista Equity Partners made clear its intent to buy the company, a developer of marketing automation software known as Marketo.

“Mine became a very different role than what I had anticipated—almost all of the executives with whom I had worked left, but I stuck around for another 6 months to help the team take it from public to private,” remembers Kinion, who nevertheless views his Marketo career chapter as one of the most formative steps along his vocational path.

To Kinion, who had joined the company several years earlier as vice president of finance, his Marketo sojourn was important because it allowed him to check the “CFO” box, thus guaranteeing him a coveted edge when it came to future CFO appointments.

What’s more, Kinion says, Marketo was where the full breadth of his past experiences could finally be put to use and where he finally came to “own the financial model”—a leadership leap made possible by then-CFO Fred Ball, who Kinion says made no secret of his mission to develop others.

Ball had led the company through Marketo’s successful IPO in May 2013 and occupied its CFO office as annual revenue at the firm grew from $14 million in 2010 to $210 million 5 years later.

“He told me, ‘Come in and take my job, and even if you don’t end up taking it, I’m still I’m going to train you to be a CFO somewhere else,’” explains Kinion, who in 2017 would exit Marketo to accept a CFO position at Upwork, where once more he became the CFO of a publicly traded company after the private firm’s IPO in the following year. –Jack Sweeney

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