e commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy

When the Chief Executive Officer is looking to fill a senior operating or strategy position it is common to consider the possibility of promoting the Chief Financial Officer into that role. After all, CFO’s are senior executives who typically exhibit sound judgment and are used to being charged with great levels of corporate and fiscal responsibility.

From the CFO’s side of the equation their only potential to move up in the corporate hierarchy is to move out of finance and into operations or strategy. For those CFO’s looking to advance their career this typically means taking on the title of President, Chief Operating Officer, Chief Investment Officer or Chief Strategy Officer.

As you can see from the text above it is only natural to consider the possibility of filling vacant C-suite operating and strategy positions by advancing the CFO. The problem lies in the fact that what seems like an obvious win-win move rarely works as seamlessly as all parties would like to think.

Case in point…Most of us have observed the scenario where a CFO with little or no operating or non-financial strategy experience gets promoted to President or COO and have in turn witnessed the corresponding chaos that inevitably follows. The story usually unfolds like this:

1. The CFO in their new operating role and increased position of authority decides to reduce commitments to business development. After all, what do all those people do except travel and spend money? It certainly is an easy way to cut costs…

2. MarComm; it just doesn’t seem prudent to make such heavy expenditures on marketing, communications, advertising and public relations…And oh those events and trade shows that are so frivolous; I’ll reduce those commitments as well.

3. Now that some surplus funds have come back into the budget, I’ll increase commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy i

ove out of finance and into operations or strategy. For those CFO’s looking to advance their career this typically means taking on the title of President, Chief Operating Officer, Chief Investment Officer or Chief Strategy Officer.

As you can see from the text above it is only natural to consider the possibility of filling vacant C-suite operating and strategy positions by advancing the CFO. The problem lies in the fact that what seems like an obvious win-win move rarely works as seamlessly as all parties would like to think.

Case in point…Most of us have observed the scenario where a CFO with little or no operating or non-financial strategy experience gets promoted to President or COO and have in turn witnessed the corresponding chaos that inevitably follows. The story usually unfolds like this:

1. The CFO in their new operating role and increased position of authority decides to reduce commitments to business development. After all, what do all those people do except travel and spend money? It certainly is an easy way to cut costs…

2. MarComm; it just doesn’t seem prudent to make such heavy expenditures on marketing, communications, advertising and public relations…And oh those events and trade shows that are so frivolous; I’ll reduce those commitments as well.

3. Now that some surplus funds have come back into the budget, I’ll increase commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy

in-win move rarely works as seamlessly as all parties would like to think.

Case in point…Most of us have observed the scenario where a CFO with little or no operating or non-financial strategy experience gets promoted to President or COO and have in turn witnessed the corresponding chaos that inevitably follows. The story usually unfolds like this:

1. The CFO in their new operating role and increased position of authority decides to reduce commitments to business development. After all, what do all those people do except travel and spend money? It certainly is an easy way to cut costs…

2. MarComm; it just doesn’t seem prudent to make such heavy expenditures on marketing, communications, advertising and public relations…And oh those events and trade shows that are so frivolous; I’ll reduce those commitments as well.

3. Now that some surplus funds have come back into the budget, I’ll increase commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy

ents to business development. After all, what do all those people do except travel and spend money? It certainly is an easy way to cut costs…

2. MarComm; it just doesn’t seem prudent to make such heavy expenditures on marketing, communications, advertising and public relations…And oh those events and trade shows that are so frivolous; I’ll reduce those commitments as well.

3. Now that some surplus funds have come back into the budget, I’ll increase commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy

e commitments to IT, accounting, HR and let’s not forget legal...and so the story goes.

By the way, the changes noted above usually take place with very little communication which causes a sense of uncertainty across the enterprise and a corresponding rapid downturn in moral. What the finance savvy CFO has just done in his/her first few acts as a President or COO is disrupt the entire culture, increase cost centers and decrease profit centers, but boy is this operation lean and mean.

The reality is that the actions above will not likely impact the near term funnel, but when revenue starts to evaporate in forthcoming quarters because customers are not being serviced and new deals are not being added to the pipeline due to sales people leaving the company and the corporate brand losing visibility things will start to get a little tense. You see there is no substitute for operating experience. The most brilliant CFO if void of operating experience will make similar mistakes to those mentioned above when taking over executive level operating or strategy positions.

At this point in time you may be saying to yourself the author really doesn’t like CFO’s. Quite to the contrary, at one point in my career I served as a CFO and I understand better than most that CFO’s play a critical role in the success of any business. In fact one of my first recommendations to any client is hire the best CFO they can afford. One of my next recommendations is to start mentoring the CFO in the non-financial aspects of business. After all, if the Chairman or CEO appoints the CFO to an operating or strategy role without the experience necessary to pull if off, the resulting chaos isn’t really the fault of the CFO, but rather it belongs to the Chairman/CEO that set him or her up for failure.

Accountants rarely have training or experience in sales, marketing, advertising, public relations, non-financial strategy and tactics, and usually have little experience in terms market knowledge from a competitive, production or operating perspective. Accountants are trained in debits and credits, assets and liabilities, and other matters pertaining to balance sheet and profit and loss statements. They are masters of retroactive analysis as their job is to document and report on historical e