Actionable points to help ensure liquidity: NEVER NORMAL 4. Own the ecosystem Successful portfolio management should reflect changes in the company’s risk appetite as well as changes in the ecosystem and potential growth areas. The liquidity control tower can be the arbiter of transparent investment analysis based on reliable data, using standard and stable analytical tools, and can help balance returns against risk. Customized investment management tools can allow proactive monitoring of performance and early alerts of potential risks while providing a centralized facility to manage all investments globally. These organizations are generally very effective in driving cost optimization programs and embedding a culture of Zero-Based Spend (ZBs). A culture of ZBs can help improve overall ROIC and secure liquidity in the full value chain. ZBs enables organizations to identify discretionary non-labor overhead expenses, allowing leadership to take steps to free up cash that can be channeled into growth initiatives, capability improvements and EBITDA improvements. 21 Managing Total Liquidity in Response to the COVID-19 Crisis Copyright © 2020 Accenture. All rights reserved.