Finance roles are changing drastically, and the teams that aren't adapting are about to feel it.

In this episode of The 10x Finance Podcast, Albert Gozzi sits down with Gabriella Marasco, Director of FP&A at Applause, to dig into what's actually different about running finance in 2025. The short version: finance is moving from buyer to builder. Spreadsheets aren't going anywhere (70% of businesses, including some $100B ARR ones, still live in them), but the layer on top is being rebuilt by finance teams themselves.

Gabby walks through what that looks like in practice: running 20+ pricing scenarios in six hours instead of a month, querying the product database in natural language, and becoming the connective tissue between the ERP, CRM, and product data. She also makes the case that the traditional FP&A profile (task-oriented, historicals-first) is going to struggle. The people who thrive will be curious, creative, and willing to get into the weeds with messy data.

If you're scaling a finance team right now, her advice is blunt: don't. Or at least, rethink what "scaling" means before you write the next job description.

Chapters

• 00:00 — Intro
• 00:33 — Hot Take: Finance roles are changing drastically
• 01:20 — What finance teams will build vs. buy
• 02:44 — The "finance engineer" profile
• 04:04 — How to get started if you're a curious finance person
• 05:30 — The AI tools changing the day-to-day
• 06:53 — 20 pricing models in 6 hours
• 09:53 — Pushing the new mindset across the org
• 11:42 — Rapid fire: The biggest mistake finance teams make
• 12:32 — Advice for scaling finance teams
• 13:12 — The trend that will define the next 5 years