CFO Techniques: A Hands-On Guide to Keeping Your Business Solvent and Successful
Copyright 2011 by Marina Guzik
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ISBN-13 (pbk): 978-1-4302-3756-3
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To Yana,
the only person I ever wanted to impress.
Contents
About the Author
Marina Guzik's career in finance and accounting spans 24 years, with the last 17 years in chief financial officer and controller positions in small and midsize companies. She has worked in both the public and private sectors, including manufacturing, global supply chain, e-commerce, professional services, asset management, and consulting. Marina's functional expertise spans a broad range of tasks and duties, from international treasury to mergers and acquisitions, and everything in between. She holds several academic degrees, including a master's in business administration in accounting. She believes in the strength of fundamental knowledge and commercial acumen, which can be intelligently applied to any particular business model.
About the Technical Reviewer
Randy Krug is a CFO with over 25 years of finance and accounting experience in a diverse field of industries, including public accounting. His career features a 15-year stint with the world's largest brewer, and he has actively engaged national board participation in technology and e-commerce strategy planning with all of America's best-known brands. Randy enjoys peer networking as evidenced by over two decades of participation in a local financial executive network for continuing education, and he founded the national Anheuser-Busch Controller's Roundtable for the purpose of best-practice professional development. A product of Iowa's agricultural heritage, he and his wife Sheila live near Cedar Rapids and are the proud parents of two adult sons.
Acknowledgments
I want to express my deepest gratitude to Jeff Olson, who found my blog, The Frustrated CFO, and saw the potential to share my expertise with fellow financial professionals working in small and midsize companies. Thank you, Jeff, for your unyielding confidence and support. I also want to thank everyone at Apress who worked on the book and helped to bring it to the readers. Special thanks to Yana Zosya and Hannah Max for being in my life.
Introduction
What It Takes to Succeed as a CFO, or How Long Is Your Hat Rack?
In the past ten years, quite a few business books and articles have come out with demands for CFOs and controllers to reinvent themselves. The authors implore us to stop being bean counters and refashion ourselves as strategists and tacticians. We hear the same call for dramatic changes from speakers during conferences and professional gatherings. It resonates deeply among us. Oh, how we long to rise above our daily routines and into the realm of meetings with agendas full of abstract conceptualizations.
Well, that is all the time we have for dreams. Let's get back to Earth, roll up our sleeves, and attend to the reality. This book is not for Fortune 500 CFOs with hundreds of subordinates to whom ordinary tasks and even implementation of new ideas can be delegated. This book is for those professionals in financial managementCFOs, controllers, treasurers, VPs, and directors of financewho, like me, toil to ensure the commercial survival of small and midsize businesses.
I don't mean to say that strategy and tactics are not on our lists of priorities. Neither do I imply that our scope of responsibilities has not changed in the last decade. As a matter of fact, I believe that CFOs and controllers in smaller businesses have experienced a more significant transformation of their roles than those in large companies. As the business climate changes, small and midsize companies struggle harder than ever for survival. That imposes even more demands on our positions. Yet the reality of our work environment does not allow us to drop any old tasks from our scrolls of duties. Instead, we take on more functions and expand our span of command.
Thus, it is not the reinvention of the job, but the functional diversification that assures the successful performance of a hands-on financial leader. This broad functionality is the central theme and the subject of this book. Whether you have just been promoted and it is your first time at the top of the corporate accounting and finance department, or you have worn these shoes before and have years of executive experience, you will find the streamlined concepts helpful. This is not an academic text, nor is it a compilation of theoretical information from popular resources. The material is based on practical knowledge and hands-on experience. It will provide you with comprehensive guidelines regarding the most important functions under your controlthe areas of expertise where you must excel and achieve your best.
Smaller enterprises commonly have to deal with limited resources, and that translates into slimmer organizational structures and smaller teams. In this environment, the hands-on approach becomes mandatory. CFOs and controllers must know all the functions intimately and cannot avoid tending to some tasks firsthand.
Business owners and chief executivesfrequent agents of change in their companieswill find this book useful as well. It can help to formulate expectations for senior financial managers, who are entrusted with the most expensive resource: money.