498: Invest, Execute, and Perform | Dan Fletcher, CFO, Host Analytics

Listen to the Episode Below (00:26:27)

Asked to reflect on his path to the CFO office, Dan Fletcher characterizes his years in private equity as being more operationally focused than transaction-based–or at least he recalls being drawn more to the challenges facing CFOs and other senior members of the management team than to the deal-making mechanics of the banking side.

As CFO of Host Analytics, Fletcher has an operational view that is now fully unobstructed. Meanwhile, HA’s finance leader has managed to keep one foot inside the private equity realm. Today, in addition to being HA’s CFO, Fletcher remains a vice president at Vector Capital, the private equity firm that acquired HA last January. It’s a finance leadership tour of duty that is expected to unlock new value for both HA and Vector as Fletcher decodes the synergistic benefits of growth capital and technology-enriched performance. jb


Apple | Google | Spotify | Stitcher | iHeart | Android App

Guest: Dan Fletcher
Company: Host Analytics, Inc.
Headquarters: Redwood City, CA
Connect: www.hostanalytics.com

CFOTL: How do you envision using financial data and metrics going forward?

Fletcher: Certainly, you’ll hear folks talk about net promoter score and the conversational metrics that they get when they have touchpoints with the customer. And that’s very important. The thing that I find a lot of energy around is this: We have access to the user data. We can tell if activity is ramping up or tailing off, and which modules are getting a lot of attention from their customers and which aren’t.

That tracks things like user adoption–indeed, customer satisfaction. For example, if we know that a certain customer runs their budget process starting in October and we look at the prior year and there was tons of activity and this year it’s tailing off–well, we’d better get boots on the ground and go talk to them. What’s driving this change in behavior? Is it new folks? Can we help train those folks? Is it an issue with the product or an implementation? So, it’s about asking questions and using data to assess. jb