to enhance their career and how CFOs themselves can bridge their current position with one that reflects their evolving value and clearly features their potential to organizations to finally become trusted strategic advisors. Branding the CFO confirms the findings of the 2011 CFERF study Beyond the Numbers that the value of CFOs in interpreting and anticipating risk, being an objective advocate and understanding the greater business context were seen as critical to ensuring the success of businesses.

1. Branding the CFO – May 14, 2014
Branding the
CFO –
Leadership
beyond
finance

2. Branding the CFO – May 14, 2014 Financial Executives International
Michael
Conway –
President and
CEO of FEI
Canada
Canada:
• All industry professional association
of financial executives across the
country
• Networking
• Continuing professional
development
• Insights and research arm (CFERF)
• Thought leadership committees

3. Branding the CFO – May 14, 2014
Why did we do the study?
• The role of the CFO has evolved
• Not the traditional score keeper role
• More broader, strategic role within
organization
• How CFOs should brand themselves

4. Branding the CFO – May 14, 2014
Structure of
the study
• Survey questions to large
segment of executives
• Research forum – 18 financial
executives and CFOs
• Interviews of 10 CEOs

5. Branding the CFO – May 14, 2014
Insights
Reaffirmed CFO’s role has continued to
broaden
More strategic advisor and partner role
Not all individuals go from controller/VP
finance into the CFO role

6. Branding the CFO – May 14, 2014 CFO trust pyramid – trust layers CFO
Role of the
CFO:
Understanding
has to ascend to become strategic
advisor
Understand their entire organization
very well
Heavy reliance on strong financial
capabilities and financial reporting
Knowledge of the business
ThinkBlink ToolBook | The Trust Ladder | 8!
The trust ladder outlined the major steps CFOs must take and have
included specifics in greater detail within the following sections:"
"
"
Understanding Level: Starting with the foundation of developing a
strong understanding of the organization, the ability to have a strong
finance team, and being vigilant about the business allows the CFO to
move to the second level of trust."
"

7. Branding the CFO – May 14, 2014 Conscience of the organization
Role of the
CFO:
Facilitation
Promote ethical business practices
Ensure controls in place; reputation is
not in danger
Offer solutions to business
Coach business units and grow the
business
ThinkBlink ToolBook | The Trust Ladder | 8!
The trust ladder outlined the major steps CFOs must take and have
included specifics in greater detail within the following sections:"
"
"
Understanding Level: Starting with the foundation of developing a
strong understanding of the organization, the ability to have a strong
finance team, and being vigilant about the business allows the CFO to
move to the second level of trust."
"

8. Branding the CFO – May 14, 2014 Drive and plan future business
Role of the
CFO:
Leadership
performance
Communicate strategic direction
Spokesperson for organization
Align organization’s vision
Strategic advisor; trusted partner of
CEO and board
ThinkBlink ToolBook | The Trust Ladder | 8!
The trust ladder outlined the major steps CFOs must take and have
included specifics in greater detail within the following sections:"
"
"
Understanding Level: Starting with the foundation of developing a
strong understanding of the organization, the ability to have a strong
finance team, and being vigilant about the business allows the CFO to
move to the second level of trust."
"

9. The trust ladder outlined the major steps CFOs must take and have
included specifics in greater detail within the following sections:"
"
Branding the CFO – May 14, 2014
"
Understanding Level: Starting with the foundation of developing a
strong understanding of the organization, the ability to have a strong
finance team, and being vigilant about the business allows the CFO to
CFO
Trust
Pyramid

10. Branding the CFO – May 14, 2014
Develop soft skills
• Preparation for the boardroom
• Investor presentations
• Lead town halls
• Executive presence
• Strategic planning
• Governance
• Risk management

11. Branding the CFO – May 14, 2014
Question
Period
1.800.747.5150
Access: 5697142