CFO THOUGHT LEADER

When JJ Pace tells us that he was hired in 2002 to build and eventually lead a finance team that would create and implement monthly budgets for a four-location building materials company located within Charlotte, North Carolina’s greater metro area, the sense of accomplishment that he exudes never falters even when he eventually confides: “In the end, I was the last employee there.”

It turns out that Pace’s 5-year stint as a controller (2002–2007) for Build It With Brick of Greater Charlotte was transformational not necessarily for the company but certainly for Pace, who first joined the company as an operations-minded executive but soon found himself knee deep in Excel spreadsheets and month-end reporting tasks.

“My job was to basically build the finance team from scratch for what was at the time an expanding business,” explains Pace, who grew into a finance leader as he contributed to the management insight that made Build It With Brick a successful company—until it wasn’t.

“Unfortunately, there was nothing that we could do. We were undercapitalized to ride out the downturn, and the decision was made to close the company,” comments Pace, who despite the bitter outcome refused to exit Charlotte’s building materials and construction corridor and over the next few years found work as a controller for several small to midsize Charlotte firms.

Along the way, Pace would also return to school locally and receive an MBA with a concentration in finance from Queens University of Charlotte.

It was with an MBA in hand and nearly a decade of controllership experience behind him that in 2013 Pace accepted a CFO role with Service Pros Installation Group, a flooring installation company that today has 68 locations across the 16 states.

“It’s been a fun ride: Over the past 9 years, our compound annual growth rate has been 52.9 percent,” remarks Pace, whose finance team today serves Service Pros as well as two other operating companies—each with its own controller and a combined workforce of more than 500 employees. –Jack Sweeney

When Mike Taylor mentions the customer experience during our talk, his intent—unlike that of many of his CFOs peers—is not to boast of some vast reservoir of data from which customer insights are routinely being gleaned.

Instead, he brings this up to let us know that there are some things that finance still struggles to see and measure.

This is a startling admission from a finance leader who has already drawn our attention to his sharp lines of sight into the CFO role with the comment “Making certain that I am grounded in data is what has helped me to be a better CFO.”

Still, Taylor seems to distance himself from this bit of data wisdom for the moment in order to make a broader point about the customer experience and financial analysis.

Having served in several CFO roles over the past two decades, Taylor has a rich career portfolio from which to extract CFO lessons. Nevertheless, he quickly turns our attention to his nearly decade-long tenure at electric car manufacturer Tesla, where he held a number of senior finance positions, including vice president of finance and treasurer.  

It was during the early years of Tesla’s groundbreaking Model S, Taylor recalls, that a financial analyst shared with him some analysis that revealed how a door handle modification could result in a per-car cost saving of hundreds of dollars.

“In the car industry, you’re looking to save quarters and dollars all through the bill of materials, so when you’re talking hundreds of dollars, this is just a fantastic moment,” reports Taylor, who credits the analyst with providing the required analytical firepower to prompt Tesla’s finance team to advocate for the adoption of “identical handles” for the Model S instead of the original ones, which had been designed individually with unique geometric shapes that were flush with each door.

Taylor continues: “The idea got shot down, and we scratched our heads. So, I went and talked with some of the designers. They asked, ‘Mike, what’s the first tangible experience that you have with a car?,’ and I replied, ‘Well, you know, I see it and I walk up to it, and then I touch the door handle.’” Thus, Taylor adds, this exchange served up a lesson in product design and how it is often the unseen levers of customer impact that ultimately drive sales.

“Your spreadsheets can tell you a whole lot about any business situation but focus first on what the customer impact of your product is,” observes Taylor, who also credits customer impact with having been the key determining factor in his original decision to join the car manufacturer.

At the time, Taylor notes, Tesla had sold only a few hundred cars, sight unseen, at more than $100,000 per vehicle.

“As part of my due diligence, I spent hours and hours on blogs and inside customer online forums,” he remembers. “I ended up thinking, ‘If this product has this type of customer passion, how can I not take this leap?’” –Jack Sweeney

Steve and Jack discuss the data tsunami that many organizations are now facing and what steps finance executives can take to replace their historical, backward-looking, "batch mode" thinking with more proactive approaches that will allow finance teams to achieve more predictive outcomes. This episode's distinguished Planning Aces reveal the leadership mindsets and approaches now driving the shift away from batch mode. Featuring FP&A insights and commentary from CFO Claire Bramley of Teradata,  CFO Sandra Rowland of Xylem, CFO Anna King of Mesh Payments and CFO Pat Dillon of Flock Freight.

Rob Young remembers that back in 2001, when he joined the incoming class of newbie accountants at KPMG’s Short Hills, New Jersey, office, there was a 5- to 6-year age difference between his KPMG classmates and himself.

“It was a situation where a 23-year-old was telling me what to do, but at the same time, they had more experience than I then did,” comments Young, whose arrival inside the public accounting realm stands as a professional milestone rarely found on the resume of our CFO guests.   

Turn back the clock, and Young, a high school graduate, is proudly receiving an apprenticeship qualification to work as a construction journeyman. Over the next 4 years, he would join a union and oversee a variety projects, while at the same time learning to manage people and the expectations of others.

Having started a family and enjoyed some early career success, Young found that a growing sense of purpose led him to enroll in night school for a 2-year college program—where he made an impression on an accounting professor.

“Nobody sat in the front row, so I sat there—I’m raising my hand and answering questions, and that intrigued him,” explains Young, who credits the professor with being the most consequential mentor of his finance career.

For starters, the educator helped Young to apply his maturing business acumen to writing business plans for the Small Business Administration—a stint that eventually paid well enough to enable him to forfeit his construction pay. When Young eventually completed his 2-year degree, Rutgers University offered him a full scholarship to earn a bachelor’s degree, provided that he attend full-time.

“I could have taken another 6 years to go part-time and pay the way myself or gone full-time and just gotten it done,” comments Young, who subsequently accepted the scholarship, graduated from Rutgers, passed the CPA exam, and joined KPMG.

As it turned out during his early days at KPMG, the father of two and newly minted CPA once more found himself experiencing a sense of purpose, this time amidst his newfound generation gap.

Reports Young: “It was somewhat humbling—but it taught me to manage up.” –Jack Sweeney

Several years ago, when CFO Anna King first began to champion the benefits of real-time data, she recalls a sudden clamor around new customer activity afforded her the consensus-building moment for which she’d been waiting.

At the time, King worked for Transactis, a payment processing company that she had first joined in 2011 as a controller. A year later, after having helped to raise the company’s Series C financing, she found herself being appointed CFO.

“I was completely shocked—but I was grateful for the board’s confidence in me,” recollects King, who would occupy the CFO office until 2019, when Transactis was acquired by Mastercard.

Along the way, King got to work alongside seasoned entrepreneurial CEO Joe Proto, who counted Transactis as his third start-up and had a “playbook” when it came to scaling a business. While King’s C-level appointment gave her new stature within the company, the move to leverage real-time data cross-functionally within the firm demanded something more.

“Change management is typically very difficult,” comments King, who observes that frequently during her tenure she came to rely on the power of consensus-building.

“I had to get the CTO on board because we needed some ‘dev’ resources—which are always hard to obtain—and I needed to convince our CRO that he would be better able to communicate his needs to management,” remarks King, who notes that the initial stages of the effort involved integrating data from the company’s operations, accounting systems, and sales pipeline.

Says King: “We were able to see in real time how much revenue we had made on a given day or month-to- date, and by seeing the pipeline data, we were able to forecast what the rest of the month would look like.”  

Still, the value of the data was not immediately apparent to each of the functional groups, and King would sometimes have to demonstrate how to put the data to work.

Such was the case with the Transactis sales team, which had been amplifying a request for additional resources in response to reports of new customer activity. However, management had been somewhat reluctant to give approval, given that the reports remained more or less only anecdotal. 

“We were able to show via new dashboards that there was new customer activity, which allowed them to get them the resources that they needed,” points out King, who adds that one functional area’s experience with real-time data soon led to its spread to other areas.

Concludes King” “Change management is really about how you communicate and tell the story and build the consensus.” –Jack Sweeney

When Andrew Gehrlein is asked about experiences that prepared him for a finance leadership role, one week from his 25-year career climb quickly comes to mind.  

Back in 2008, Gehrlein was a controller with ERICO International Corp., a manufacturer of specialized electrical components engineered to better foster a building’s safety.

“Construction companies used us to ensure the safety and integrity of their buildings, and, as a result, we commanded premium margins in the manufacturing industry,” reports Gehrlein, who recalls that as the economic downturn began to grab headlines, he found himself sequestered in a conference room for at least a week with his CFO, poring over ERICO’s different budgets.

“The overall lesson for me was that when you have the data and understand the business, you can then apply it to whatever situation may face you,” remarks Gehrlein, who notes that during the sequestered week, the company’s FP&A was deployed to execute and analyze alternative scenarios.

“We ended up not having any layoffs within the business,” remembers Gehrlein, who adds that the experience also left him somewhat in awe of the depth of knowledge of the business that both the CFO and the CEO had brought to the analysis.

While Gehrlein credits numbers and data with providing much of the strategic insight that he has gleaned during the course of his career, he underlines one particular piece of advice that his then-CEO personally delivered.  

“He pulled me aside and said, ‘Andy, words matter!,’” comments Gehrlein, who says that the CEO told him that it was very important to be very specific when it came not only to choosing words but also to how the words were spoken. 

According to Gerhlein, this leadership lesson applied to gatherings big and small in attendance as well as in importance.

Says Gerhlein: “He would plot out exactly what message he wanted to deliver to the board and how to say it—and he would just always counsel us to in effect do the same thing.” –Jack Sweeney

We are nearly at the end of our talk with CFO Tracy Curley when she mentions her two adult children.

“I’m really blessed that they knew how important my career was to me when I was raising them,” remarks Curley, who recalls that during their younger years, it was not unusual for the children to find their mother in bed late at night answering emails on her laptop.

Suddenly, the questions populating the margins of our handwritten notes no longer seem to nag at us.

Why did she work for KPMG as long as she did (6 years)? Why did she move to Honolulu? Why did she not arrive in the CFO office sooner?

Certainly, Curley is not the only finance leader and parent who has confessed to us a woeful email habit. However, she may be the first to allow us to witness the habit through the eyes of children.  With one stray comment, the career path that we’ve been discussing for 40 minutes comes more sharply into view.

Like many of the women finance leaders with whom we’ve spoken, Curley has taken longer to reach the CFO office than our average CFO guest (21 years), and indeed her path has clearly been punctuated by more than her own professional priorities.

During the early years of her career, Curley was married to a military officer—a match that she says placed her in a life where “the spouse followed along.”  At once, her stints with KPMG in Kansas City, Honolulu, and Boston make better sense to us.

Still, it’s worth mentioning that marriage was not Curley’s only experience with the military. It turns out that she was among the third class of women admitted to the U.S. Military Academy and attended West Point from 1979 to 1981.  When she left West Point without graduating, she was not alone. The high attrition rate for West Point’s female cadets among its early classes—particularly their 3rd year—was alarmingly high. Besides the rigors of a military educational program, women cadets often faced the wrath of certain male cadets who wanted to see the women fail.

“They now have more than 100 women who have graduated from Ranger School—to me, this is just phenomenal,” says Curley, referencing The Airborne and Ranger training program at Fort Benning, Georgia, known to be one of the most grueling courses in the Army. 

As is the case with most women finance leaders, it’s not always what appears on their CFO resume that’s most important, but what doesn’t.

Comments Curley: “My son decided to become a CPA and is now a partner at KPMG, and my daughter is now an elementary art teacher.” –Jack Sweeney

Turn back the clock to the mid-1990s, and Aaron Hartwig is standing behind the front desk of a Las Vegas hotel, checking in guests and welcoming them to the always spirited city.

“I always loved hospitality—I love the idea of having people come to your property to enjoy themselves,” reports Hartwig, who first landed in “guest services” as a recent college graduate with a degree in hotel administration.

Still, at the time, he remained uncertain with regard to within which functional area in hospitality he should try to build his career. Then came word that MGM Grand Hotel & Casino was looking to hire a number of accountants—or, rather, a number of accounting interns. Hartwig signed on, envisioning that the program could lead to something more permanent with MGM’s accounting department—a notion that soon became a reality.

“I did accounts receivable at $8.65 an hour, and from there I worked for a number of different people—some of whom became my mentors—which allowed me to learn and move forward in my career,” explains Hartwig, who notes that years later, one of his mentors recruited him to fill a controller role for a casino about to file for bankruptcy.  

“To make a long story short, I trusted him and it became a tremendous learning experience for me,” remarks Hartwig, who adds that the casino’s turnaround involved having two audits by the Nevada Gaming Control Board within a single year. 

“Typically, you have one gaming audit from the board every 2 to 3 years, but these were back-to-back and it was like we had to cram 3 years of work into one,” comments Hartwig, who found that his controllership tour of duty helped to validate his credentials for future CFO roles at some of Nevada’s flourishing small to midsize casinos.

Says Hartwig: “I like the people aspect of hospitality, but the casino business is so fast-paced and dynamic that it makes the days that I spend here all the more special.” –Jack Sweeney

When Kate Bueker first left the world of investment banking for a corporate finance role, she was ready to savor the fabled congruity that a business finance career often offers.

“I felt that what would be more interesting and motivating to me would be more consistent,” recalls Bueker, who shortly after joining Akamai Technologies in 2007 became the first business finance executive to become “embedded” with the technology company’s network team.

“At the time, Akamai’s cost of goods sold—which was mostly their network costs—was growing faster than revenue, so the CFO at the time asked me if I could like figure out what was going on, or ‘what was driving this,’” explains Bueker, who reports that she and her team quickly zeroed-in on the company’s spiraling co-location costs, the fees being paid to operate the physical facilities that housed the company’s network servers.

“We worked together on an operational change that would basically rebuild the existing co-location facilities and free up capacity from within the space that we were already paying for—and it ended up that we did not add another dollar of co-location fees for the 2 years following this change,” comments Bueker, whose nine different future business partnering activities at Akamai ended up involving both the product engineering and go-to-market sides of the business.

“What makes these different parts of the organization successful is a bit different—and the personalities and perspectives are a bit different—so the holistic view was something that became increasingly valuable to me,” remarks Bueker, who today assumes a similar vantage point when reflecting back on the personalities and perspectives that once populated her investment banking days.

“As with many roles, over time mine transitioned to one that determined more by relationship management and sales,” observes Bueker, who notes that she came to realize that while she excelled at financial analysis and the negotiation aspects of being an investment banker, she was not always “a comfortable salesperson.”

Says Bueker: “I think that the irony of the whole thing is that as you get more senior in your career, your success is more about partnering across the business and influencing people outside of your core area, which—when you step back and think about it—is really sales after all.” –Jack Sweeney 

Brett & Jack discuss why organizations must have a value proposition for their employees.  This episode each of our featured Workplace Champions gives us different perspectives on what they've done to help attract human capital to their organizations. Again, the question management teams need to be asking:  What's the value proposition that will help us attract the best talent?

This episode features the workforce insights and commentary of CFO Claire Bramley of Teradata, CFO Rajesh Gupta of OakNorth Bank, and CFO Mark George of Norfolk Southern.