Why CFOs Are Now Influencing B2B Customer Loyalty Program Budgets and Metrics

Evolvebrands822 Jan, 2026Business

In the first paragraph of any serious budget review, the B2B Customer Loyalty Program now shows up as a line item that affects margin, not just engagement. CFOs care because retention costs less than acquisition, and the math is clear. When inflation, rising CAC, and longer sales cycles squeeze margins, every dollar needs justification. Loyalty programs that once ran on fixed budgets are now reviewed like operational investments.