A close-up view of the evolved CFO #CFOReimagined FIGURE 1 Proportions of finance functions that are receiving Fielding growing requests for insight and analytics in key areas. Market data 52% (price and trade 74% requests for data related-data) Social media data 51% A CFO’s ability to synthesize rich and complex (sentiment analysis) 74% data sets, and develop rigorous analysis of potential Marketing (including 47% investments while managing risk, lets them assess web traffic) and 74% plans and strategies objectively. CRM data These capabilities are making CFOs where Bob McGee, CFO and Head Financial data 54% even more popular as the best source of Operations says, analytics tools 72% for data and insights. As Figure 1 are enabling finance to support the indicates, business requests for data business at large in many different Risk and 49% and analytics, beyond finance data, ways. “We’re giving the business a compliance data 72% are snowballing. Functions across the better understanding of how to solve enterprise know that finance can give liquidity issues,” he explains. “We’re Operational data 45% them the fundamental insights they helping them understand where there 69% need to create fresh business models. are greater productivity opportunities and how we can leverage them so Macroeconomic data 42% Consider the Canadian financial teams with weaker productivity 66% services group ATB Financial, can actually improve their results.” Rest of sample High-growth firms 14 The CFO Reimagined: from driving value to building the digital enterprise