“A key aspect of the CFO’s role is predicting which actions will give the company the best chance for success in the future. They must be able to identify the business drivers and the key elements that will produce the best outcomes. They should anticipate the effect of market conditions and have contingency plans sufficient to ensure optimal performance under any circumstance. They must understand what revenue mix and which staffing levels will produce the best margins. And they absolutely must know when cash issues will develop, the extent to which the company will be affected and what actions should be taken to mitigate the impact. Without this information, you are flying blind and any decisions are based on an educated guess at best.”
Michael Gerber, the EMyth Chief Financial Officer