Case Study

DNA of the CFO


A study around the evolution of the “Financial Role” commissioned by one of the “Big Four” corporate auditing firms. Results feeding into a series of industry reports.

Target respondents were all C-suite level, including Regional, Divisional and Group CFOs and Finance Directors.

Quotas were in place requiring minimum responses from various countries, sectors and company sizes.


To explore the main challenges faced by financial leaders today. Looking to understand the major changes impacting CFOs on a global scale.

The study focussed on understanding what it meant to be a CFO. What are the core changing responsibilities and expectations of Chief Financial Officers?  The skills needed to deliver against future priorities


Challenges faced
& Actions taken

Background research required to ensure we could target the most relevant financial directors and CFOs. This was also critical in reaching the named contacts.

We used highly customised email invites to engage with prospective respondents. This was crucial especially considering how heavily appointment-lead this job became.