{"id":59437,"date":"2022-12-06T12:26:40","date_gmt":"2022-12-06T20:26:40","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=59437"},"modified":"2023-12-13T12:06:37","modified_gmt":"2023-12-13T01:06:37","slug":"meet-the-modern-cfo","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/meet-the-modern-cfo\/","title":{"rendered":"Meet the New CFO \u2014 Your Most Important Leader in This Economy"},"content":{"rendered":"\n<p>Who has the most influence in a company? Increasingly, it\u2019s the chief financial officer.<\/p>\n\n\n\n<p>More CFOs are being promoted to CEO than ever before, according to <a href=\"https:\/\/static1.squarespace.com\/static\/62164a05607c3e5978f251ec\/t\/62ffa2444929874d096206be\/1660920447417\/Crist+Kolder+2022+Summer+V+Report\" target=\"_blank\" rel=\" noopener\">new research<\/a>. Approximately 8.1% of sitting CEOs came directly from a CFO chair.<\/p>\n\n\n\n<p>The modern CFO manages more than just money. CFOs are taking broader leadership responsibilities, such as managing customer experiences, hiring and retaining talent, and leading strategic shifts into automation and other areas.<\/p>\n\n\n\n<p>The CFO is a lifeline for company health \u2014 and becoming more critical as we head into a time of economic uncertainty. What does this mean for today\u2019s CFO? How is this role evolving as businesses face ongoing disruptions and instability?<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/EE6Dqscr8JoxCAKjRPtLAf.jpg\"  data-uuid=\"EE6Dqscr8JoxCAKjRPtLAf\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"281\"\/>\n<\/div><figcaption class=\"wp-element-caption\">Watch Roni Perlov, Chief Financial Officer at True Alliance, and Polly Sumner, Chief Adoption Officer at Salesforce, explore the evolving role of a modern CFO at World Tour Sydney.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-changing-characteristics-of-the-modern-cfo\">Changing characteristics of the modern CFO<\/h2>\n\n\n\n<p>CFOs are far <a href=\"https:\/\/www.journalofaccountancy.com\/news\/2022\/aug\/diversity-among-ceos-cfos-continues-rise.html\" target=\"_blank\" rel=\" noopener\">more diverse in gender and race<\/a> than CEOs (and the rest of the C-suite). This year, 16% of CFOs are women, up from 9.7% a decade ago. And 10.9% are racially or ethnically diverse, up from 3.6% a decade ago.&nbsp;<\/p>\n\n\n\n<p>CFOs also have staying power, according to Salesforce research. CFOs remain in their positions for 4.8 years, on average \u2014 second only in tenure to the average 7.2 years notched by CEOs.<\/p>\n\n\n\n<p>And they have more responsibilities in their evolving roles. For example, they must be:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Complex problem solvers<\/li>\n\n\n\n<li>(Well informed) fortune tellers<\/li>\n\n\n\n<li>Self-aware leaders<\/li>\n\n\n\n<li>Expert delegators&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-salesforce-blog-newsletter-signup prevent-bottombar-overlap layout layout-ceo\" >\n\n\t\t\t\t<h2 class=\"wp-block-salesforce-blog-newsletter-signup__title\">\n\t\t\tGet articles selected just for you, in your inbox\t\t<\/h2>\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/au\/form\/other\/blog-newsletter\/?d=7013y000000ZfAjAAK&#038;nc=7013y000000ZfAoAAK\" class=\"wp-block-salesforce-blog-newsletter-signup__cta btn btn-lg btn-primary\" target=\"_blank\">\n\t\t\tSign up now\t\t<\/a>\n\t<\/div>\n\n\n\n<p>\u201cTraditionally, people have thought of CFOs as a steward\u201d and that includes \u201crunning a tight finance ship,\u201d Susan Li, Meta\u2019s new CFO, said <a href=\"https:\/\/fortune.com\/2022\/10\/12\/cfo-block-meta-workday-nordstrom-estee-lauder-roles-evolving\/\" target=\"_blank\" rel=\" noopener\">at a recent summit<\/a> sponsored by Fortune. But today, CFOs wear many more hats, like \u201cthe efficient operator hat. The CFO is really a partner in steering the business direction and product vision for the company.\u201d<\/p>\n\n\n\n<p>At some companies, the expanding role of the CFO is removing the need for a chief operating officer, added Tracey Travis, executive vice president and CFO at The Est\u00e9e Lauder Companies, who also attended the summit.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Why Do So Many Companies Use Salesforce? Explaining the ROI of CRM | Salesforce Explained\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fkdc1lkNh9Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Learn how Customer 360 helps you increase efficiency, improve results, and lower costs.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cfo-challenges-in-2023-and-beyond\">CFO challenges in 2023 \u2014 and beyond<\/h2>\n\n\n\n<p>The C-suite has relied heavily on CFOs in recent years to help lead in times of economic turbulence, and that will continue in the future. In fact, <a href=\"https:\/\/www.cfo.com\/budgeting-planning\/strategy-budgeting-planning\/2022\/11\/economic-disruption-supply-chain-esg-forecasting\/\" target=\"_blank\" rel=\" noopener\">75% of CFOs say<\/a> economic disruption is 2023\u2019s biggest challenge.<\/p>\n\n\n\n<p>Another challenge is how to invest wisely in a downturn, especially in technologies that can help companies become more efficient as budgets tighten. The modern CFO who understands the potential of strategies like automation and platform consolidation can positively affect the bottom line.<\/p>\n\n\n\n<p>The average company <a href=\"https:\/\/www.mulesoft.com\/lp\/reports\/connectivity-benchmark\" target=\"_blank\" rel=\" noopener\">uses 976 applications<\/a> to run its business and store customer data. This isn\u2019t efficient, effective, or affordable.<\/p>\n\n\n\n<p>If CFOs don\u2019t have access to data across the whole business, how can they make informed decisions? The modern CFO must be a digital native \u2014 and that comes from deep understanding and partnerships with the CIO and tech team.<\/p>\n\n\n\n<p>The key is focusing on technology investments that deliver value, long-term cost savings, and ultimately, solid ROI. How can companies make the right technology investments during a downturn to deliver long-term value? Salesforce COO Brian Millham suggested the key is to <a href=\"https:\/\/www.salesforce.com\/blog\/crm-roi-salesforce-investment\/\" target=\"_blank\" rel=\" noopener\">lean into efficiency<\/a> \u2014 simplifying complex processes and creating better productivity pathways.<\/p>\n\n\n\n<p>\u201cIt is possible to cut costs and reduce complexity while creating resilience within your company,\u201d he added. \u201cYou can do this without compromise by consolidating systems and investing in the right technology for your business.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-skills-for-the-modern-cfo\">Skills for the modern CFO<\/h2>\n\n\n\n<p>Spreadsheets are still important, but today\u2019s CFO needs to <a href=\"https:\/\/www.spencerstuart.com\/research-and-insight\/future-ceos-who-beat-the-odds\" target=\"_blank\" rel=\" noopener\">communicate beyond the numbers<\/a>.&nbsp;<\/p>\n\n\n\n<p>\u201cCFOs are viewed as kind of a deputy CEO,\u201d Alyse Bodine, global head of the financial officers practice at recruiting firm Heidrick &amp; Struggles, <a href=\"https:\/\/fortune.com\/2022\/10\/31\/cfo-talent-market-red-possess-this-skill\/\" target=\"_blank\" rel=\" noopener\">told Fortune<\/a> last month. \u201cThe ability to lead a diverse set of individuals, both finance and non-finance, across the organisation takes people skills. So, there\u2019s definitely a heightened demand on that skill set when it comes to the finance population.\u201d<\/p>\n\n\n\n<p>Salesforce completed hour-long interviews last year with 10 CEOs across enterprise and commercial business. Many said they expected to replace current C-suite team members with leaders who had higher emotional intelligence (EQ) and were better equipped to handle not only stressed employees but a more socially engaged workforce.&nbsp;<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">What&#8217;s Your EQ?<\/h2>\n\t\t\t<p>Become a better leader by learning self-awareness and self-management techniques that strengthen relationships and boost productivity.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/trails\/develop-emotional-intelligence\" target=\"_blank\" rel=\" noopener\">Visit Trail<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+500 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\">Develop Emotional Intelligence<\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<p>This isn\u2019t new news. In 2020, Summit Leadership Partners found that 80% to 90% of high performers in the C-suite were differentiated by high EQ. According to their research, EQ is <a href=\"https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2020\/11\/09\/tough-times-call-for-emotionally-intelligent-ceos\/\" target=\"_blank\" rel=\" noopener\">twice as important<\/a> for predicting performance in executives than technical skills or IQ.<\/p>\n\n\n\n<p>And EQ could bridge the <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/prevent-great-resignation-employee-experience\/\" target=\"_blank\" rel=\" noopener\">Great Disconnect<\/a> between employees and the C-suite.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-cfos-can-evolve\">How CFOs can evolve<\/h2>\n\n\n\n<p>It\u2019s no longer enough to steer a finance ship well. As CFOs develop new leadership styles, they should ask themselves the following questions:<\/p>\n\n\n\n<p>Is the way I lead:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>making the company stronger?&nbsp;<\/li>\n\n\n\n<li>true to who I am?<\/li>\n\n\n\n<li>necessary to get the job done?<\/li>\n<\/ul>\n\n\n\n<p>It takes a different lens to solve today\u2019s \u2014 and tomorrow\u2019s \u2014 problems. The modern CFO who can think creatively and differently, and develop thoughtful strategies for investing, is well poised for the road ahead.&nbsp;<\/p>\n\n\n\n<p>Ultimately, it&#8217;s the CFO who signs off on major investment decisions and takes the risk of investing in innovation versus tightening belts. Leaders should bet on the CFO that invests in the future versus pausing progress.<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Improve cross-team workflow<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn how bridging the gap between leadership and employees can drive revenue.\u00a0<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/form\/pdf\/the-experience-advantage\/\">Download the report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The CFO is a lifeline for company health \u2014 and becoming more critical than ever as we head into a time of economic uncertainty.<\/p>\n","protected":false},"author":461,"featured_media":60411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"60a1978e3ccd4888b29aaf8d1d5eacd0","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2490],"sf_content_type":[],"coauthors":[2759],"class_list":["post-59437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-ceo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Modern CFO Needs These Skills To Succeed | Salesforce<\/title>\n<meta name=\"description\" content=\"Move over, spreadsheets. 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