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“What we see happening is a shift to a different set of metrics that complement the traditional metrics that companies report, but which have more emphasis on the top line, rather than EBITDA or cash flow,” commented Jain, who quickly listed customer acquisition costs, lifetime value of a customer, and recurring revenue as three customer-centric metrics.
“The more you can enable your finance teams with the right set of analytics and metrics, the more successful they can be at driving value,” reported Jain. “One of the challenges we see is that oftentimes executives stay in their silos and don’t view the adoption of a customer-centric model as a holistic effort, and here’s where a CFO in light of their unique leadership positon can really help coordinate across functions—but in no way should this become a full-time role for the finance leader.” explains Jain.