Actionable points to help ensure liquidity: NEVER NORMAL 3. End-to-end investment and returns visibility The liquidity control tower should be able to view end-to-end performance across the value chain from marketing to production to fulfillment and servicing. Availability of integrated data can help CFOs initiate an ongoing evaluation of investments, revisit the returns of committed projects and reassess resource allocation, with all cash returns modeled to portfolio profitability. Finance organizations will likely need better predictive models to support shorter investment cycles as well as more phased capital allocation. 20 Managing Total Liquidity in Response to the COVID-19 Crisis Copyright © 2020 Accenture. All rights reserved.