In this episode of FP&A Tomorrow, host Paul Barnhurst (aka "The FP&A Guy") sits down with Chris Walker to explore the intersection of finance, marketing, and sales. They break down why most companies struggle with measuring the return on go-to-market investments and how finance teams can step up to own and optimize this critical function. Chris shares his unconventional yet data-driven approach to revenue operations, highlighting how traditional marketing and sales attribution models are broken and what companies should do instead.

Chris Walker is a visionary in B2B go-to-market strategies. As the CEO of Pasetto and Executive Chairman of Refine Labs, he is shaping the future of revenue operations by integrating finance, marketing, and sales intelligence. With years of hands-on experience in sales, marketing, and finance, Chris brings a unique perspective to understanding and improving go-to-market efficiency.

Expect to Learn:

• Why go-to-market investments are often misallocated and how finance can take ownership of optimizing them.
• The biggest mistakes companies make when measuring marketing ROI and sales effectiveness.
• How finance leaders can work more strategically with marketing and sales teams to drive profitable growth.
• The importance of rethinking attribution models and revenue operations frameworks.
• Why Chris believes that FP&A should play an offensive, not defensive, role in shaping business strategy.

Here are a few relevant quotes from the episode:

• “Finance leaders need to stop looking at marketing as an expense and start seeing it as an investment portfolio.”
• “Marketing attribution models are fundamentally broken because they try to divide credit rather than measure impact.”
• “Go-to-market investments are often misallocated because finance and marketing don’t speak the same language.”

In this episode, Chris Walker delivers a wake-up call to finance and revenue leaders, urging them to rethink how they measure and optimize go-to-market investments. If FP&A wants to drive better business decisions, it must stop looking at marketing as an expense and start managing it like an investment portfolio. By adopting a data-driven, strategic approach to go-to-market, finance teams can help their companies grow more efficiently and profitably.

The AFP FP&A Forum:

The Association for Financial Professionals FP&A Forum, March 17–19 in Austin, is the must-attend event for finance professionals seeking sales-free, expert-led insights on AI, process efficiency and strategic planning. With 18+ actionable sessions and a community of peers, this forum is all about real learning, no fluff—join us and take your finance game to the next level.

Explore the agenda: https://bit.ly/40W1eCh

Use the code FPAGuy2025 for $200 off: https://bit.ly/40Cts3B

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Chris:

LinkedIn - https://www.linkedin.com/in/chriswalker171/

Company - https://www.passetto.com/

Website - https://www.refinelabs.com/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Planning in BI Showcase:

Gone are the days of juggling multiple platforms. Now, with business intelligence tools you can integrate planning directly into your BI system. Join Paul on March 20th for the Planning in BI Showcase, where industry leaders will demonstrate how top BI tools are reshaping strategic planning. See firsthand how modern FP&A solutions can drive real value across your enterprise. Don’t miss out!

Register today for free at http://www.accelevents.com/e/Planning-in-BI-Showcase

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:35] - Introduction to the Episode

[03:33] - What Great FP&A Looks Like

[04:43] - Why Go-to-Market Efficiency is Broken

[07:23] - The Role of FP&A in Go-to-Market

[11:01] - Rethinking Marketing & Sales Attribution

[18:36] - The Shift from Growth-at-All-Costs to Efficiency

[26:40] - Chris’s Companies & Their Mission

[33:41] - Practical Steps To Better Understand Go-to-Market

[41:06] - Evaluating Marketing Investments

[48:10] - The Right Way to Measure Content Marketing

[53:15] - Content Strategy for Business Growth

[58:34] - Inbound And Outbound Marketing Strategies

[01:10:47] - Final Thoughts & Wrap-up

In this episode of FP&A Tomorrow, host Paul Barnhurst (aka The FP&A Guy) sits down with Ritu Saxena, a chartered accountant, career coach, and founder of Project Upgrade Her. Ritu shares insights on transitioning into business partnering, building a strong personal brand, and empowering women to elevate their careers with confidence.

Ritu is an accomplished finance professional and career coach with over 13 years of experience spanning investment banking, Big Four consulting, and commercial finance in India and New Zealand. She is the founder of Project Upgrade Her, a platform dedicated to helping women increase their career confidence and earning potential. Ritu has also been recognized as one of the Top 20 Chartered Accountants to Watch in Australia and New Zealand.

Expect to Learn:

• Going beyond budgeting and forecasting to provide strategic insights.
• How to transition into business partnering and key skills required.
• Why it’s essential for career growth to build a strong personal brand.
• The power of networking and how it can open unexpected doors in your career.
• Strategies for advocating for yourself and stepping into leadership roles.

Here are a few relevant quotes from the episode:

• “Meeting people where they are and speaking their language is what makes a great business partner.”
• “The ability to be concise and communicate the ‘why’ behind the numbers is an underrated but essential skill.”
• “Trust is built when you consistently deliver value, flag risks proactively, and help stakeholders make better decisions.”

Ritu shared invaluable advice on transitioning into business partnering, building a strong personal brand, and taking control of your career growth. She highlights the importance of advocating for yourself and never letting your job title define your potential.

The AFP FP&A Forum:

The Association for Financial Professionals FP&A Forum, March 17–19 in Austin, is the must-attend event for finance professionals seeking sales-free, expert-led insights on AI, process efficiency and strategic planning. With 18+ actionable sessions and a community of peers, this forum is all about real learning, no fluff—join us and take your finance game to the next level.

Explore the agenda: https://bit.ly/40W1eCh

Use the code FPAGuy2025 for $200 off: https://bit.ly/40Cts3B

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Ritu:

LinkedIn - https://www.linkedin.com/in/ritusaxena1/

Company - https://www.projectupgradeher.com/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Planning in BI Showcase:

Gone are the days of juggling multiple platforms. Now, with business intelligence tools you can integrate planning directly into your BI system. Join Paul on March 20th for the Planning in BI Showcase, where industry leaders will demonstrate how top BI tools are reshaping strategic planning. See firsthand how modern FP&A solutions can drive real value across your enterprise. Don’t miss out!

Register today for free at http://www.accelevents.com/e/Planning-in-BI-Showcase

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[02:25] - Introduction to Ritu Saxena

[04:04] - What Makes Great FP&A?

[07:06] - Ritu’s Unconventional Career Path

[11:51] - Project Upgrade Her: A Mission to Empower Women

[16:51] - Breaking Into Business Partnering

[24:52] - The Three Key Skills for Business Partnering Success

[33:28] - Personal Branding for Career Growth

[45:36] - Must-Have FP&A Skills

[48:40] - Fun Segment: Getting to Know Ritu

[52:31] - Final Advice from Ritu

In this episode of FP&A Tomorrow, host Paul Barnhurst, known as "The FP&A Guy," welcomes returning guest Ron Monteiro. Ron is a seasoned finance professional turned author who shares highlights from his new book, Love Mondays!, which looks into finding joy in your work life, particularly in the finance and FP&A sectors. Together, they explore how mindset, workplace culture, and personal development play pivotal roles in career satisfaction.

Ron Monteiro is a finance veteran with over 20 years of experience in FP&A roles at companies like Kraft, Campbell Soup, and Kruger Products. He has served as VP of Finance and is now an entrepreneur focused on teaching storytelling and communication in finance. Ron's journey from a shy, anxious teenager in Kenya to leading meetings with CEOs is a testament to his growth and resilience. His latest book, Love Mondays!, aims to help people across all professions find joy in their work and personal lives.

Expect to Learn:

• The story behind Love Mondays! and how Ron transitioned from corporate finance to author.
• Why attitude and environment are equally important in finding fulfillment at work.
• Practical steps to identify your purpose using frameworks like Ikigai.
• How networking and mentorship can transform your career trajectory.
• Strategies to avoid burnout in demanding FP&A roles and maintain a healthy work-life balance.

Here are a few relevant quotes from the episode:

• “A boss can make or break your experience early in your career, but as you grow, it’s the culture and mentors that shape you.”
• “Gratitude is a game-changer. It’s hard to be unhappy when you’re focused on what’s going well.”
• “Surround yourself with people who uplift you. The right network can open doors you didn’t even know existed.”

It’s clear that loving your work and yes, even your Mondays is about more than just the role you’re in. It’s about your mindset, your environment, and the intentional steps you take toward fulfillment. Whether you're deep in FP&A or exploring a completely different path, Ron’s four-step framework offers a roadmap to not just surviving your workweek but truly thriving in it.

The AFP FP&A Forum:

The Association for Financial Professionals FP&A Forum, March 17–19 in Austin, is the must-attend event for finance professionals seeking sales-free, expert-led insights on AI, process efficiency and strategic planning. With 18+ actionable sessions and a community of peers, this forum is all about real learning, no fluff—join us and take your finance game to the next level.

Explore the agenda: https://bit.ly/40W1eCh

Use the code FPAGuy2025 for $200 off: https://bit.ly/40Cts3B

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Ron:

LinkedIn - https://www.linkedin.com/in/ronmonteiro18/

Check out Book: Love Mondays! - https://lovemondaysbook.com/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Planning in BI Showcase:

Gone are the days of juggling multiple platforms. Now, with business intelligence tools you can integrate planning directly into your BI system. Join Paul on March 20th for the Planning in BI Showcase, where industry leaders will demonstrate how top BI tools are reshaping strategic planning. See firsthand how modern FP&A solutions can drive real value across your enterprise. Don’t miss out!

Register today for free at https://bit.ly/4aLzEe0

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:29] - Introduction to the Episode & Guest

[02:12] - Ron's Journey: From Kenya to Finance Leadership

[04:12] - Inspiration Behind the Book - Love Mondays!

[05:13] - Do Finance Professionals Love Mondays?

[07:55] - The Role of Bosses and Company Culture

[10:09] - The Power of Networking and Building Career Resilience

[14:08] - Burnout in FP&A and Taking Control

[19:06] - The Four-Step Framework to Love Mondays!

[30:23] - Practical Advice for Career Shifts

[43:57] - Final Thoughts & Where to Find Love Mondays!

In this episode of FP&A Tomorrow, host Paul Barnhurst talks with Andrew Hull, a seasoned finance leader in the consumer packaged goods (CPG) industry. They explore the role of FP&A professionals in driving business results, navigating inflation, and transitioning from traditional budgeting to impactful analytics.

Andrew Hull is a financial executive with over two decades of experience in CPG. Currently the Vice President of Finance at UNFI Canada, Andrew has a proven track record of partnering with business leaders to deliver results through strategic insights and principled financial analysis. With a competitive spirit and passion for team leadership, Andrew shares his unique approach to FP&A, analytics, and the importance of actionable storytelling.

Expect to Learn:

• The three pillars of great FP&A: technical skills, storytelling, and actionable decisions.
• Why Andrew advocates for changing FP&A to “FA&P” and focusing more on analytics.
• Lessons learned from leading finance during the pandemic.
• Key metrics for success in the distribution industry, including variable margin and truck utilization.
• Practical advice for accelerating budget processes and focusing on analytics that drive results.

Here are a few relevant quotes from the episode:

• "The most value FP&A can add is when we take complex data and distill it into actionable insights." - Andrew Hull
• "Variable margin is the backbone of understanding financial performance in a distribution business."- Andrew Hull
• "A one-page visual with clear recommendations is the best way to communicate with executives."- Andrew Hull

In this episode, Andrew Hull shared a wealth of knowledge for FP&A professionals including rethinking the role of analytics to the importance of actionable storytelling. His practical advice on managing inflation, leading during a crisis, and accelerating the budgeting process offers valuable lessons.

FP&A Your Way with Paris Technologies:

PARIS Technologies delivers an enterprise planning platform in Excel, which makes FP&A work a breeze! Centralize and consolidate cloud data into a self-service, collaborative modeling environment featuring the everyday spreadsheet. Visit PARIS Tech for FP&A Your Way!

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Andrew:

LinkedIn - https://www.linkedin.com/in/andrewhull4/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Enroll for Wharton Online Certificate Program:

Sign up for the 8 week online financial planning & analysis certificate program by Wharton Online and learn the art of forecasting, analysis, business partnering and financial storytelling: https://bit.ly/4debs46 Use Code: THEFPAGUY300 to save $300.

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:59] - Meet Andrew Hull

[02:50] - Redefining Great FP&A

[06:46] - Career Highlights in CPG

[10:35] - Leading Finance at UNFI Canada

[18:55] - Managing Inflation with Analytics

[22:24] - The Art of Storytelling in FP&A

[35:47] - Revolutionizing the Budget Process

[51:20] - Beyond Work: Hobbies and Passions

[58:07] - Closing Thoughts

In this episode of FP&A Tomorrow, host Paul Barnhurst, aka "The FP&A Guy," provides a complete guide to FP&A certifications and programs. He offers valuable information into their structure, benefits, costs, and ideal candidates. The conversation covers leading certifications like the FPAC by AFP, Wharton’s FP&A Certificate Program, FMI’s Advanced Financial Modeler (AFM), and more. Paul provides discount codes for many of the programs in the show notes below. You can also find a complete written analysis of each certificate on his website: FP&A Certifications — The FP&A Guy

With a career marked by expertise in FP&A, Paul answers what certifications can help advance your career in FP&A. Paul compares these options, emphasizing their focus on technical skills, networking opportunities, and career applicability. He also shares personal experiences with several programs, highlighting their strengths and areas for improvement.

Expect to Learn:

• A detailed comparison of leading FP&A certifications.
• Key differences between training programs and certification exams.
• Insights into lesser-known but impactful programs like the Certified Global FP&A Professional.
• Recommendations for financial modeling programs, including those from FMI and CFI.
• Tips for navigating costs, preparation, and maximizing the value of FP&A certifications.

Here are a few relevant quotes from the episode:

• "Certifications are not mandatory, but they can help you stand out in a competitive field."
• "Wharton’s FP&A Certificate Program is a great option for building both technical and interpersonal skills."
• "Most certifications will require a significant time investment, so choose the one that aligns with your goals."

Certifications are valuable but they’re just one part of your professional journey. The real goal is to continuously enhance your skills, adapt to industry changes, and become an indispensable business partner. If you have questions or need guidance, feel free to reach out at https://www.thefpandaguy.com/fpa-certifications

FP&A Your Way with Paris Technologies:

PARIS Technologies delivers an enterprise planning platform in Excel, which makes FP&A work a breeze! Centralize and consolidate cloud data into a self-service, collaborative modeling environment featuring the everyday spreadsheet. Visit PARIS Tech for FP&A Your Way!

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Explore the resources and discounts available:

Certified Corporate FP&A Professional (FPAC) from Association of Financial Professionals (AFP) - FPAC Program

• The longest-established FP&A credential that validates your expertise. Ideal for early-career professionals or those transitioning into FP&A. 
• Use Code Exam: TheFPAGuy-FPAC – Exam for $150 Discount
• Use Code Exam Prep Platform: TheFPAGuy-FPACEPP – Exam Prep Platform for $100 Discount

Certificate of FP&A from Wharton Online and Wall Street Prep - https://secure.enroll.wharton.wallstreetprep.com/referral/

• A cohort-based training program designed to build technical and soft skills, with networking opportunities and industry-leading instructors.
• Use Code: THEFPAGUY300 – $300 Program Discount

Global Certified FP&A Professional (CGFPA) from FP&A Professionals Institute (FPI) - Certified Global FP&A Professional (CGFPA) | FP&A Professionals

• A six-month, live coaching program ideal for finance and accounting professionals. Accessible globally, with a strong foundation in core FP&A skills.
• Use Code: FPAGUY - $200 Program Discount

Advanced Financial Modeler (AFM)  by Financial Modeling Institute - Financial Modeler's Corner Podcast - FMI

• Certification focused on building integrated, best-practice financial models. Recognized as a gold standard for demonstrating modeling proficiency.
• Use Code: Podcast for a 15% Program Discount

Corporate Finance Institute (CFI) Programs

• The program offers certifications such as the Financial Modeling & Valuation Analyst (FMVA) and FP&A specialization. These focus on modeling and technical skills with flexible self-paced learning.
• Check it out at https://corporatefinancialinstitute.pxf.io/c/6003589/1951334/23723

Financial Planning & Analysis Modeling (CFPAM) Program from Wall Street Prep - Certification in Financial Planning & Analysis Modeling (CFPAM™) | Wall Street Prep

• A cost-effective, self-paced program emphasizing budgeting and three-statement modeling. Best suited for those wanting targeted technical training.

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:57] - Overview of FP&A Certifications

[03:26] - Certified Corporate FP&A Professional (FPAC)

[12:42] - Wharton FP&A Certificate Program

[17:50] - Certified Global FP&A Professional (CGFPA)

[21:17] - Corporate Finance Institute (CFI) FP&A Programs

[28:03] - Wall Street Prep’s Financial Planning & Analysis Modeling (CFPAM)

[31:38] - Advanced Financial Modeler (AFM) by FMI

[37:08] - How to Choose Certification vs. Training

[40:02] - Final Thoughts and Resources

In this episode, host Paul Barnhurst, aka The FP&A Guy, looks into the challenges and opportunities in financial planning and analysis (FP&A) within startups and high-growth companies. He is joined by Lauren Pearl who is an experienced fractional CFO and podcast host. They explore how finance professionals can thrive in the ever-evolving landscape of early-stage businesses, leveraging financial modeling, strategic thinking, and communication skills.

Lauren Pearl brings a wealth of experience in operational finance, entrepreneurship, and advisory roles. She has grown startups from concept to scale, worked as a CFO at tech companies, and now runs her own fractional CFO consultancy. Her unique background also includes hosting Growth Minded CFO, where she speaks with finance leaders about driving growth and innovation.

Expect to Learn:

• Why financial modeling is a feasibility study, not just a forecast.
• Strategies to simplify complex finance concepts for founders and non-finance professionals.
• How to craft models that focus on usability, speed, and strategic decision-making.
• The importance of understanding and addressing the unique needs of various departments.
• How listening and adapting to your audience can elevate FP&A’s impact.

Here are a few relevant quotes from the episode:

• “Finance isn’t just about numbers; it’s about translating those numbers into something actionable for the entire organization.” - Lauren Pearl
• “If I were to define FP&A in one sentence, it’s the financial engineering of past, present, and future decisions.” - Lauren Pearl
• “You can’t force people to care about finance, but you can present it in a way that resonates with their priorities.” - Lauren Pearl

Lauren’s emphasis on the importance of usability, communication, and empathy highlights how finance professionals can create meaningful impact. Her career journey underscores the value of adaptability and collaboration in today’s dynamic financial landscape.

FP&A Your Way with Paris Technologies:

PARIS Technologies delivers an enterprise planning platform in Excel, which makes FP&A work a breeze! Centralize and consolidate cloud data into a self-service, collaborative modeling environment featuring the everyday spreadsheet. Visit PARIS Tech for FP&A Your Way!

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Lauren:

Website - https://www.laurenpearlconsulting.com/newsletter

LinkedIn - https://www.linkedin.com/in/laurenepearl/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Enroll for Wharton Online Certificate Program:

Sign up for the 8 week online financial planning & analysis certificate program by Wharton Online and learn the art of forecasting, analysis, business partnering and financial storytelling: https://bit.ly/4debs46 Use Code: THEFPAGUY300 to save $300.

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:36] - Introduction to the Episode

[06:40] - Lauren’s Journey to FP&A and Entrepreneurship

[09:51] - Challenges of Financial Modeling for Startups

[16:09] - Educating Founders on Finance

[25:27] - Finance as a Partner, Not Just a Function

[36:40] - Simplicity and Usability in Modeling

[39:42] - Lessons from Hosting a Podcast

[50:45] - Rethinking Budgeting for High-Growth Companies

[56:04] - Getting to Know You Segment

[01:00:05] Closing Thoughts and Contact Information

In this episode, Host Paul Barnhurst, aka The FP&A Guy, explores the complexities of corporate spin-offs with guest Jens Gutberlet. They focus on Kenvue’s remarkable journey of separating from Johnson & Johnson with strategic reasoning and organizational transformation. This discussion highlights the challenges and opportunities that arise when creating a standalone company from a global giant.

Jens Gutberlet is a seasoned finance leader with over 15 years of experience in multinational consumer goods companies like Henkel, Edgewell, Johnson & Johnson, and now Kenvue. Based in Toronto, Jens has spearheaded major transformation projects, including two large-scale company separations. His expertise in FP&A and organizational change shines through as he shares his insights from Kenvue’s historic spin-off.

Expect to Learn:

• Why Johnson & Johnson decided to spin off Kenvue and the strategic benefits of the separation.
• The key challenges and milestones in creating a new standalone company.
• How FP&A professionals can contribute to major transformation projects.
• The importance of mindset and communication during organizational change.
• Opportunities for improvement in finance systems and processes during spin-offs.

Here are a few relevant quotes from the episode:

• "Understanding the 'why' behind a transformation is crucial for keeping people engaged and motivated." - Jens Gutberlet
• "Managing cultural and people aspects during transformation is often harder than tackling technology." - Jens Gutberlet
• "The key to success is breaking down massive projects into manageable, bite-sized steps." - Jens Gutberlet

Jens emphasizes the importance of communication, strategic thinking, and adaptability in navigating the complexities of organizational change. For FP&A professionals, spin-offs are a unique opportunity to shape the future of a company and build robust financial systems.

World-class Digital FP&A Course Bundle: 

Signup for over ten hours of video content with 4 different courses and 8 modules on FP&A topics including: Business Partnering, Data Analysis, Financial Modeling Design Principles, and Modern Excel. Use code Podcast to save 25%. What are you waiting for signup now: https://bit.ly/4decOf3

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Jens:

LinkedIn - https://www.linkedin.com/in/jens-gutberlet/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Enroll for Wharton Online Certificate Program:

Sign up for the 8 week online financial planning & analysis certificate program by Wharton Online and learn the art of forecasting, analysis, business partnering and financial storytelling: https://bit.ly/4debs46 Use Code: THEFPAGUY300 to save $300.

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:28] - Introduction to the Episode

[03:24] - Defining FP&A Excellence

[05:41] - Lessons from Consulting

[09:26] - Kenvue’s Creation

[17:02] - Transformation Challenges

[23:59] - Cultural Considerations

[26:44] - Technology Transformation

[33:39] - Advice for FP&A Professionals

[37:49] - Mindset for Success

[50:34] - Wrap Up and Closing Comments

In this episode of FP&A Tomorrow, Paul Barnhurst discusses the ever-evolving field of financial planning and analysis (FP&A) with Bryan Lapidus. They explore the shift from traditional roles to value-driven finance. The discussion focuses on the rising importance of generative AI, and examines the essential skills needed for success in the field. 

Bryan Lapidus is the Director of the Association for Financial Professionals (AFP) and a leading voice in the FP&A community. With decades of experience spanning senior roles, an MBA from NYU, and a history of helping finance professionals elevate their skills, Bryan brings a wealth of knowledge on FP&A trends, certifications, and technological advancements.

• The evolution of FP&A and how specialization is reshaping the field.
• The critical role of generative AI in finance and practical advice for adoption.
• How the FP&A certification can boost career growth and salary potential.
• Differences between value-creating and control-focused CFOs and why it matters.
• Key technical and soft skills to thrive as an FP&A professional.

Here are a few relevant quotes from the episode:

• "To excel in FP&A, you need the why, the what, and the how: why we allocate capital, what we deliver, and how we use technology and people." - Bryan Lapidus
• "When finance focuses solely on controls, it limits its ability to contribute to the company’s growth." - Bryan Lapidus
• "The rise of data analytics in FP&A means more roles require coding knowledge like Python and SQL." - Bryan Lapidus

In this episode, Bryan Lapidus shares the transformative impact of technology, and the skills that define the role of FP&A. He emphasized the importance of value creation, specialization, and adopting tools like generative AI while staying grounded in foundational skills.

Plan Smarter with Workday:

Workday Adaptive Planning empowers organizations with AI-driven insights, advanced data visualization, and powerful reporting tools. Make smarter decisions faster and elevate your budgeting, forecasting, and modeling. Learn more at http://www.workday.com/fpaguy

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Bryan:

LinkedIn - https://www.linkedin.com/in/bryan-lapidus-fpac/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

World-class Digital FP&A Course Bundle: 

Signup for over ten hours of video content with 4 different courses and 8 modules on FP&A topics including: Business Partnering, Data Analysis, Financial Modeling Design Principles, and Modern Excel. Use code Podcast to save 25%. What are you waiting for signup now: https://bit.ly/4decOf3

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:43] - About Bryan Lapidus

[03:04] - Defining FP&A

[06:30] - Challenges in FP&A

[10:30] - Bryan’s Career Journey

[14:51] - AFP Overview

[19:09] - AI’s transformative potential

[29:55] - FPAC Certification Value

[32:59] - Value-creating vs. Control-focused CFOs

[39:46] - FP&A Standard Questions

[50:36] - Advice for FP&A Professionals

In this episode of FP&A Tomorrow, host Paul Barnhurst, aka “The FP&A Guy,” talks about financial planning and analysis (FP&A) with Carl Seidman. They discuss how technology, strategic thinking, and effective communication are reshaping FP&A roles, making them more agile and impactful than ever.

Carl Seidman is an FP&A advisor, educator, and fractional CFO with over two decades of experience in financial strategy, business storytelling, and leadership development. Founder of Seidman Financial, Carl helps organizations build robust FP&A capabilities and fosters the development of professionals through learning programs and mastermind groups.

• How the FP&A profession is transitioning from backward-looking analysis to strategic business partnering.
• The growing importance of communication and influence in advancing FP&A careers.
• Insights into scenario planning and anticipating disruptions in uncertain times.
• The role of technology and tools like Excel and generative AI in enhancing FP&A processes.
• Tips for becoming a more effective presenter and influencer in professional settings.

Here are a few relevant quotes from the episode:

• "Critical thinking and communication are the two most essential skills for FP&A professionals." - Carl Seidman
• "FP&A professionals must move beyond technical skills to focus on strategy and influence." - Carl Seidman
• "Excel is still powerful, but integrating it with modern tools can unlock even greater efficiency." - Carl Seidman

Carl shared actionable insights and practical advice that can help FP&A teams navigate the complexities of today's business environment. As FP&A transitions from traditional analysis to becoming a vital strategic partner, professionals must cultivate critical thinking, effective communication, and the ability to influence decisions. 

Plan Smarter with Workday:

Workday Adaptive Planning empowers organizations with AI-driven insights, advanced data visualization, and powerful reporting tools. Make smarter decisions faster and elevate your budgeting, forecasting, and modeling. Learn more at http://www.workday.com/fpaguy

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Carl:

LinkedIn - http://linkedin.com/in/carlseidman

Website - https://seidmanfinancial.com/

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

World-class Digital FP&A Course Bundle: 

Signup for over ten hours of video content with 4 different courses and 8 modules on FP&A topics including: Business Partnering, Data Analysis, Financial Modeling Design Principles, and Modern Excel. Use code Podcast to save 25%. What are you waiting for signup now: https://bit.ly/4decOf3

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[02:29] - What Great FP&A Looks Like

[07:12] - The Evolution of FP&A Roles

[17:27] - Communication as a Key Skill

[21:05] - The Role of Feedback

[30:05] - The Power of Presentation

[34:39] - Influence and Strategy

[41:28] - Anticipation and Scenario Analysis

[47:06] - LinkedIn Learning Course

[49:24] - Rapid-Fire Questions

In this insightful episode of FP&A Tomorrow, host Paul Barnhurst, "The FP&A Guy," explores the dynamic world of financial planning and analysis with guest Greg Adams, a seasoned CFO and author. They discuss how finance professionals can drive value through storytelling, critical thinking, and strategic insights. The conversation also delves into Greg's journey from leading finance teams to writing an international crime thriller with an accountant hero, redefining the image of finance professionals.

Greg Adams is the SVP and CFO of the American Management Association (AMA), with over 25 years of leadership experience in public and private finance. He is a CPA and a published author whose debut novel, Green Shades: Accountants Aren't Supposed to Die This Way, combines financial intrigue with a thrilling narrative. Greg's leadership mission is centered on fostering corporate excellence and empowering finance professionals to embrace their strategic potential.

• The evolving role of FP&A as a strategic partner in business.
• Why storytelling is a critical skill for finance professionals.
• How to leverage external data and AI for more robust financial planning.
• Insights into the value of "power skills" like communication and leadership.
• Greg’s journey writing a crime thriller that challenges stereotypes about accountants.

Here are a few relevant quotes from the episode:

• "If you control information, you control the world. FP&A professionals need to look beyond internal data and consider external benchmarks." - Greg Adams
• "AI and machine learning allow us to move beyond just historical data to anticipate what’s coming." - Greg Adams
• "Step away from your desk and talk to people. The best insights often come from conversations." - Greg Adams

Greg Adams offered a fresh and inspiring perspective on the role of finance professionals. From emphasizing the art of storytelling in FP&A to advocating for the integration of external data and AI, Greg highlighted how finance can be a driver of change and innovation.

Plan Smarter with Workday:

Workday Adaptive Planning empowers organizations with AI-driven insights, advanced data visualization, and powerful reporting tools. Make smarter decisions faster and elevate your budgeting, forecasting, and modeling. Learn more at http://www.workday.com/fpaguy

Follow FP&A Tomorrow:

Newsletter - Subscribe on LinkedIn - https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=6957679529595162624 

Follow Greg:

LinkedIn - https://www.linkedin.com/in/gregdadams/

Website - https://www.cpa-author.com/

Email - mailto:[email protected]

Special Offer for Listeners

The first three listeners to contact Greg at [email protected] can access a free AMA course (valued at $2,000-$3,000). Mention FP&A Tomorrow in your email!

Follow Paul: 

Website - https://www.thefpandaguy.com

LinkedIn - https://www.linkedin.com/in/thefpandaguy

World-class Digital FP&A Course Bundle: 

Signup for over ten hours of video content with 4 different courses and 8 modules on FP&A topics including: Business Partnering, Data Analysis, Financial Modeling Design Principles, and Modern Excel. Use code Podcast to save 25%. What are you waiting for signup now: https://bit.ly/4decOf3

Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:39] - Meet Greg Adams

[04:01] - What is Great FP&A?

[06:17] - External Data and AI in Finance

[10:46] - The Art of Storytelling in Finance

[11:59] - Greg’s Role at AMA

[19:38] - Writing Green Shades

[27:58] - Lessons from a CFO's Career

[38:31] - Evolution of CFO Role

[43:23] - Tips for FP&A Professionals

[51:53] - Final Thoughts and Takeaways