SF October 2022

LEADERSHIP STRATEGIES FOR ACCOUNTANTS AND FINANCIAL PROFESSIONALS

Improving Business Resilience The Case for BPM Building Better Revenue Management, Part 1 OCTOBER 2022

THREE MINDSET SHIFTS

TO ACHIEVE AUTONOMOUS FINANCE

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Contents /10.22

28

CFOs need to adjust their thinking in three key ways before they’ll be ready to fully embrace the technologies needed for autonomous finance.

FEATURE ARTICLES

28/ 36/ 44/ 50/ THREE MINDSET SHIFTS TO ACHIEVE AUTONOMOUS FINANCE COVER STORY The biggest

obstacle to autonomous finance doesn’t reside within the technologies involved. Rather, it’s the minds of CFOs. Three common assumptions get in their way.

BY DENNIS GANNON

IMPROVING BUSINESS RESILIENCE

THE CASE FOR BPM

Resilience in challenging times requires not only the ability for companies to adapt on the fly, but also advanced planning based on analytical techniques and machine learning.

Conversion to a BPM enterprise solution requires an initial standardization of business-unit processes and data across all segments, early cooperation, and final governance and maintenance of the single source solution and its intelligent automation tools.

BY SHIRLEY J. DANIEL, CPA, PH.D.; YUANZHANG XIAO, PH.D.; AND TING-TSEN YEH, PH.D.

BY DAN CAMPBELL, CPA, AND DEBORAH C. MICHALOWSKI, CPA

BUILDING BETTER REVENUE MANAGEMENT, PART 1

A study of revenue management practices at small and medium-sized hotels during the pandemic identifies 10 ways SMEs can be better prepared to face unexpected change and optimize profits.

BY JODIE MOLL, PH.D., AND OGAN YIGITBASIOGLU, PH.D. October 2022 / STRATEGIC FINANCE / 3

Contents /10.22

44

36

PERSPECTIVES

8 MUSIC TO MY EARS

BY GWEN VAN BERNE, CMA

SF BULLETIN

10 IMA: SHARE YOUR IMA STORY 10 I MA: IMA AND NABA FORM STRATEGIC ALLIANCE

11 NEWS: IFAC’S NEW ACTION PLAN FIGHTS CORRUPTION

11 I MA: WELCOME, NEW CMAs! 12 B OOKS: WHAT CAN

ACCOUNTANTS LEARN FROM AMAZON?

TAXES

17 GAS TAX AT THE FEDERAL AND STATE LEVEL

BY ROBERT LEE, PH.D., CMA, CPA, AND JUSTIN LEE CAREERS

BY MICHAEL CASTELLUCCIO

BY PAUL MCDONALD

64 TECH PRACTICES

SMALL BUSINESS

BY AHARON YOKI, DBA, CPA

21 NAVIGATING THE PERFECT STORM

BY MARCINE JOHNSON, CPA RESEARCH

BY BILL JELEN

STRATEGIC MANAGEMENT

READ STRATEGIC FINANCE ONLINE:

IMA LIFE

66 AIMING HIGH

BY HARI RAMASUBRAMANIAN, PH.D., CMA, CA

23 STRATEGY MAPS IN CHANGING TIMES

ETHICS

BY PASSARD DEAN, DBA, CMA, CSCA, CFE

61 TOOLS OF THE TRADE 62 EXCEL

BY KUN HUO, PH.D., CPA, CA; KHIM KELLY, PH.D., CA (SINGAPORE); AND ALAN WEBB, PH.D., FCPA, FCA

15 ETHICAL WORKPLACES ATTRACT THE BEST AND BRIGHTEST

BY MICHAEL CASTELLUCCIO

19 HOW TO ONBOARD REMOTE WORKERS

12 S URVEY: OVERCONFIDENCE IN CYBERSECURITY

TECHNOLOGY WORKBOOK

59 TECH FORUM

SF PICK

Read every article of SF at SFmagazine.com and enjoy additional online content, including the SF Technotes and IMA Moments blogs—all in a digital format that’s easy to read, share, and print.

25 SUSTAINABILITY AND LONG-TERM VALUE CREATION

BY MARK L. FRIGO, PH.D., CMA, CPA, WITH ROBERT HIRTH AND RAY WHITTINGTON, PH.D., CMA, CPA

61

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VOL. 104 NO. 4 October 2022

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PUBLISHED SINCE 1919

6 / STRATEGIC FINANCE / October 2022

Strategic Finance® (ISSN 1524-833X/USPS 327-160) Vol. 104, No. 4, ­ ublished m ­ onthly by the ­ October 2022. Copyright © 2022 by IMA. P ­ c­coun­tants, 10 Paragon Drive, Suite 1, Montvale, NJ Institute of Management A 07645. Phone: (201) 573-9000. Email: sfmag@imanet.org. ­ MEMBER SUBSCRIPTION PRICE: $48 (included in dues, nondeductible); student

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PERSPECTIVES

Music to My Ears

BY GWEN VAN BERNE, CMA

O

VER THE LAST FOUR YEARS, I’ve served as treasurer of the Delft Chamber Music Festival. For me, there’s no greater delight than listening to great performances in our beautiful concert hall at the Prinsenhof (translated as “The Court of the Prince,” it was a residence of William the Silent, considered the father of the Dutch nation).

The pandemic proved to be an enormous challenge for the organization, but we weathered the storm and came back strong last summer. From a financial perspective, I’m still concerned about the long-term effects of the pandemic on the cultural sector in Delft as well as the Netherlands, but we managed to arrange this year’s funding and sold our tickets.

My management accounting skills allowed me to challenge our budget forecasts and define mitigation plans for negative scenarios. We as finance professionals play these roles everywhere: to optimize and protect the resources of our organizations. The festival survived last year, and my successor is already planning for the next year to make sure we can continue to organize our chamber music festival in the years to come.

This summer, the festival’s new artistic leader, Nino Gvetadze, created history in our incredible setting. Born and raised in Tbilisi, Georgia, Nino leads an active international musical life as a soloist and chamber musician. She brings a fresh perspective to the long-standing tradition of chamber music. Through her programming, she shared personal stories linked to diversity, integration, and international conflict.

One multidisciplinary performance featured the story of a young Georgian girl named Maro

Makashvili, who wanted to study in Paris to become an independent woman, but her dreams came to an end when the Russian army invaded Georgia in 1921. Sadly, Maro was killed two days after she volunteered as a nurse. Maro is a well-known national hero in Georgia, someone who wrote passionately about freedom and the independence of her homeland in a diary that was later published. She’s sometimes called the Georgian Anne Frank. With stories such as these, not only did Nino Gvetadze bring great musicians to Delft, but she also made wise artistic choices, opening everyone’s eyes and hearts with her highly relevant thematic concerts. Most important, she did this with flair and sensitivity.

The festival proved a reminder for me about the importance of diversity and integration for our future. IMA® is also keen to promote cultural diversity. As an organization, we’re highly committed to creating and nurturing a diverse, equitable, and inclusive member community and finance profession. Diversity, equity, and inclusion (DE&I) is one of my key themes as IMA Chair, and I will continue to do everything I can to stimulate progress in this field.

We want to recognize the progress we’ve made as a profession but also acknowledge that there’s still much we must accomplish.

Ultimately, we want to ensure that those who optimize organizational resources and steer discussions about scarcity come from different backgrounds and cultures but share the same values of respect, passion, integrity, innovation, and teamwork.

Please join IMA in our efforts to raise awareness about this critical topic. And check out IMA’s DE&I page for our latest research in this area, including some fascinating regional findings (bit.ly/3RCkvRZ). I also invite you to share your thoughts with me about the importance of diversity in your own life or organization. SF

« IMA is keen to PROMOTE CULTURAL DIVERSITY.»

Gwen van Berne, CMA, is director of finance and risk at Oikocredit and Chair of the IMA Global Board of Directors. She’s also a member of IMA’s Amsterdam Chapter. You can reach Gwen at gwen.vanberne @imanet.org or follow her on LinkedIn at bit.ly/3LVeRGM.

8 / STRATEGIC FINANCE / October 2022

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SHARE YOUR IMA STORY

IMA/

IMA members share a strong spirit of camaraderie. What have your experiences as an IMA member been like?

Do you have a story about them you’d like to share? If so, please consider writing an IMA Life column that will be published in Strategic Finance. You can be a student member, a young professional, in the midst of your career, or retired. If you’re interested, please email Lori Parks at lori.parks@imanet.org.

29%

THE STATS

of CFOs invest significant personal time in learning about technologies for autonomous finance and their applications.

Source: Gartner, gtnr.it/3RnlGoh. See “Three Mindset Shifts to Achieve Autonomous Finance” on p. 28 for more.

10 / STRATEGIC FINANCE / October 2022

IMA AND NABA FORM STRATEGIC ALLIANCE

I

MA® (Institute of Management Accountants) and the National Association of Black Accountants (NABA) have partnered to support each other’s mission to reduce inequalities for Black people in the accounting pipeline by cross-promoting membership opportunities and benefits of both organizations to professionals and students as well as launching a joint membership drive for Black college students.

This alliance comes on the heels of a global diversity, equity, and inclusion (DE&I) research series culminating in the capstone report, Diversifying Global Accounting Talent: Actionable Solutions for Progress, of which IMA was a cosponsor and NABA was a DE&I advocate (myima.org/DEIsolutions).

“It is inspiring to see research translate into transformative action,” said Loreal Jiles, IMA vice president of research and thought leadership. “By joining forces with NABA, we are ensuring that Black students and professionals are given the opportunity to develop and leverage management accounting skills to succeed and excel as Black business leaders.”

Students will have the ability to join both organizations for free, and professional members of each organization will be able to join the partner organization at a reduced rate. IMA will sponsor a select number of students and NABA professional members to participate in a complimentary CMA® (Certified Management Accountant) self-study cohort and pursue the CMA. IMA and NABA representatives will visit historically Black colleges and universities and other universities to raise awareness of the opportunities available through a management accounting career path and encourage membership in both organizations.

IMA and NABA will also enhance and elevate Black students and professionals through joint webinars, podcasts, speaking engagements, published articles, and cohort meetings. —Nancy Fass

®

NEWS/

IFAC’S NEW ACTION PLAN FIGHTS CORRUPTION

T

he International Federation of Accountants (IFAC) issued Action Plan for Fighting Corruption and Economic Crime in September 2022 to enhance the accountancy profession’s contribution to, and support of, a robust anti-corruption ecosystem. The action plan sets out more than 30 specific actions for IFAC and the accountancy profession related to education, evidence-based policy, global standards, partnership, and thought leadership.

The action plan provides a framework for enhancing the accountancy profession’s role in combating corruption and economic crimes, thereby advancing the United Nations Sustainable Development Goals. The framework is organized into five overarching pillars: harnessing the full potential of education and professional development; supporting global standards; contributing to evidence-based policy making; strengthening our impact through engagement and partnership; and contributing our expertise through thought leadership and advocacy. The 30 specific actions are meant to evolve over time.

“Corruption and related economic crimes, such as money laundering, bribery, tax evasion and fraud, are significant obstacles to economic growth and human development and, ultimately, to achieving the UN Sustainable Development Goals—all 17 of them,” said IFAC CEO Kevin Dancey. “Our Action Plan illustrates some time tested and some new ways that make it clear that the global accountancy profession is a central ally in the fight. We look forward to working with our member organizations and other partners to make a real difference and drive positive change.”

The action plan embodies an enhanced commitment by the accountancy profession to fighting corruption and economic crime more broadly.

It harnesses the profession’s reach across public practice, business, and the public sector to contribute to the fight against corruption directly and indirectly by supporting integrity and transparency in business and government as well as effective global and domestic policy making.

The action plan was developed with extensive engagement across IFAC’s 180 member organizations, as well as its advisory groups, network partners, and other key global organizations. The action plan was inspired by and developed in close coordination with the Anti-Corruption Strategy for the Legal Profession of the International Bar Association. —Nancy Fass

WELCOME, NEW CMAs!

529

IMA members became CMAs between August 1 and August 31, 2022.

The names of all the new CMAs can be found on the Strategic Finance website at sfmagazine.com/issue /october-2022.

For more information on CMA certification, visit www.imanet.org /cma-certification.

October 2022 / STRATEGIC FINANCE / 11

Bulletin BOOKS/

WHAT CAN ACCOUNTANTS LEARN FROM AMAZON?

The accounting profession has continued to evolve in the Digital Age, and Amazon’s path to success offers relevant lessons.

J

ohn Rossman’s Think Like Amazon: 50 1/2 Ideas to Become a Digital Leader is a thoughtful explanation of some of the key concepts that have enabled Amazon to reach a $1.2 trillion market capitalization, experiencing explosive growth during the COVID-19 pandemic while thoroughly disrupting the retail industry that we once knew. By examining the ideas driving Amazon’s success, the book provides insights about how to address strategic planning in the Digital Age. A former senior executive at Amazon, Rossman has created a playbook allowing the reader to quickly grasp 50-plus key ideas and actions that Amazon’s leadership has used to ensure a vibrant, creative, driven culture that seeks growth opportunities for every area of the business. These ideas are actionable and grounded in concrete examples. The book is organized into four sections: culture, strategy, business and technology, and approach and execution.

My favorite chapter is “Pizza for All,” a description of the “two-pizza team,” so named because Amazon CEO Jeff Bezos believes that most work is best done by a small autonomous team that can be fed by two large pizzas. Other chapter titles include “The Door Desk,” recommending frugality; “Launch and Learn,” advising professionals to experiment to learn what works and what doesn’t; and “The Future Press Release,” which reveals communication best practices. Accountants will find a lot of good information and an interesting perspective to help them drive success. Chapters such as “Get to Yes,” “Blow up the Org Chart,” “Lies, Damn Lies, and Metrics,” “Do the Math,” and “Finance for Fools” all point to how individuals can contribute to the success of the finance team and overall organization.

Amazon is numbers-driven, but reporting isn’t its focus. Knowing the business is.

Finance professionals who are curious about contributing factors in the mega-success of Amazon and want to better understand how they can help their own company to thrive in the digital world will find this book of interest. If your company is competing with Amazon already, then you should read this book as competitive intelligence. Even if you’re in a totally different vertical or industry, you’ll gain insightful, practical ideas that you can use to give your career a boost. I highly recommend this book. —Jim Scott, CMA 12 / STRATEGIC FINANCE / October 2022

SURVEY/

OVERCONFIDENCE IN CYBERSECURITY

A survey commissioned by Kroll shows a disconnect between the confidence that CFOs have in their organizations’ cybersecurity abilities and the actual damage that cyber incidents are inflicting. Cyber Risk and CFOs: Over-Confidence is Costly finds that a majority of CFOs are highly confident in their companies’ cybersecurity capabilities despite being somewhat unaware of the vulnerabilities their companies face.

87%

of CFOs are confident in their companies’ cybersecurity capabilities.

37%

of finance teams have never received briefings or updates from the information security team (and only 40% receive regular briefings).

79%

of companies represented in the survey had at least one security incident that resulted in compromised data or financial loss in the last 18 months.

Download the report at bit.ly/3QLcNnp.

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957930618

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ETHICS

ETHICAL WORKPLACES ATTRACT THE BEST AND BRIGHTEST Cultivating an ethical organizational culture is often more art than science, but finance leaders have a key role to play.

M

BY PASSARD DEAN, DBA, CMA, CSCA, CFE

ANY INDIVIDUALS APPRECIATE WORKING

so management accounting and finance professionals who instill an ethical culture will boost their company’s ability to recruit and retain the best and brightest and help avoid reputational damage. So how do organizations achieve this? The first place to start is formulating a code of ethics and set of core values, the importance of which can’t be overstated.

IN AN ETHICAL ENVIRONMENT,

Even organizations that don’t have a formal code of ethics are likely to have a statement of core values that encourages ethical behavior.

For example, the fol­lowing are the six core values of Saint Leo University, where I work.

Excellence. Faculty members work hard to ensure that our students develop character, learn skills, and assimilate the knowledge essential to becoming morally responsible leaders. The success of our university depends on a conscientious commitment to our mission, vision, and goals.

Community. Saint Leo University’s mission is to develop hospitable Christian learning communities.

We foster a spirit of belonging, unity, and interdependence based on mutual trust and respect to create socially responsible environments that challenge all of us to listen, learn, be open to change, and serve.

Respect. We value all individuals’ unique talents and dignity and strive to foster their commitment to excellence in their studies and work. Our community’s strength depends on the unity of purpose and diversity of our people; the free exchange of ideas; and learning, living, and working harmoniously.

Personal development. Saint Leo University stresses the development of every person’s mind, spirit, and body for a balanced life. All members of the academic community must demonstrate their commitment to personal development to help strengthen their character and the reputation of our institution.

October 2022 / STRATEGIC FINANCE / 15

ETHICS Responsible stewardship. We foster a spirit of ethical service to employ our resources to improve the university and community development. We must apply the resources of our community to fulfill the university’s mission and achieve our goals.

Integrity. Saint Leo University’s commitment to excellence demands that its community members embody its mission and deliver on its promise.

Faculty, staff, and students pledge to be honest, just, and consistent in word and deed.

These core values are integrated into the courses taught at the university. Each course has at least one of the core values included in the curriculum’s learning outcomes, with specific assignments to ensure that students get more familiar with them.

TONE AT THE TOP Having a code of ethics and a set of core values is generally useless if the tone at the top isn’t appropriate. Many employees take their cue from those in leadership whom they respect and seek to emulate. Therefore, leaders must always execute their responsibilities ethically to set a good example.

This responsibility includes not tolerating any type of misconduct from any employee, no matter how brilliant they may be or how well they perform.

Failure to deliver consistent consequences for unethical behavior may cause ethical employees to leave the organization, leading to a decrease in morale and productivity. Additionally, 16 / STRATEGIC FINANCE / October 2022

the company’s reputation may be negatively impacted.

Another way leaders may fail at setting the appropriate tone at the top is by not being transparent in their communications. When important information goes unsaid by leadership, it creates an environment in which employees are left to create their own narrative, which is often negative.

This leads to rumors spreading and distrust between employees and leadership. Therefore, leaders should communicate important information frequently with as much detail as possible without compromising the organization’s competitive advantage.

MAKE ETHICS ROUTINE There are many ways that organizations can communicate the importance of the code of ethics and core values to encourage employees to live and work ethically every day. For example, employees could be publicly acknowledged when managers or peers notice ethical behavior. I worked in a company that encouraged employees to tell each other when we saw a good job being performed.

The culture exudes ethics and fairness, which starts with the example set by executives at the highest level.

As a result, many employees stayed in this company for numerous years. Initially, I thought employee loyalty and longevity were inspired by the company’s compensation and benefits, but as I got to know my colleagues,

IMA

ETHICS HELPLINE For clarification of how the IMA Statement of Ethical Professional Practice ­applies to your ethical dilemma, contact the IMA Ethics Helpline.

In the U.S. or Canada, dial (800) 245-1383. In other countries, dial the AT&T USA Direct Access Number from www.business.att.com /collateral/access.html, then the above number.

The IMA Helpline is designed to provide clarification of ­provisions in the IMA Statement of Ethical Professional Practice, which contains suggestions on how to resolve ethical ­conflicts. The helpline cannot be considered a h ­ otline to ­report specific ­suspected ­ethical violations.

I learned that they loved working there because of the ethical culture.

Employees felt that they could trust leadership and were being treated fairly.

There was a time when the company needed to cut expenses, which included reducing the number of employees. As a result, senior management offered those who were close to retirement age an extremely attractive package, including post-retirement benefits.

This not only benefitted the retirees who accepted the package but also employees who got to stay at the place where they loved to work.

If organizations create a code of ethics and a statement of core values and communicate them to educate employees about the importance of living out these ethical principles and standards in their daily activities, it will make a positive impact on the organization’s culture and boost its attractiveness to current and prospective employees. It’s a best practice to weave ethics and core values into as many discussions and meetings as possible, as well as during interviews and hiring and onboarding processes. It’s of paramount importance that management accounting and finance leaders’ conduct exudes ethics. SF

Passard Dean, DBA, CMA, CSCA, CFE, CIA, CFSA, CRMA, FLMI, is a professor, director of graduate studies, and chair of the Department of Accounting, Economics, and Finance at Saint Leo University’s Donald R. Tapia College of Business. He’s also a member of IMA’s Committee on Ethics. You can reach him at passard.dean@saintleo.edu.

TAXES

GAS TAX AT THE FEDERAL AND STATE LEVEL Discussions are taking place regarding federal and state gas tax holidays, but it’s unclear how much actual relief, if any, they’d provide to taxpayers. BY ROBERT LEE, PH.D., CMA, CPA, AND JUSTIN LEE

S

PURRED BY A COMBINATION OF THE CONFLICT

IN UKRAINE as well as rising inflation rates, gas prices are up in the United States more than 50% over last year.

For some states, such as Arizona and Massachusetts, gas prices have gone up more than 60% from last year. As usual, western states, such as California, Hawaii, Alaska, and Nevada, have the highest gas prices, while southern states, such as Georgia, South Carolina, Mississippi, and Arkansas, continue to have the lowest gas prices. Across the nation, gas prices are historically high and could continue to increase over time.

High gas prices have left millions of people in tough financial predicaments. With many Americans living paycheck to paycheck, gas prices are a pressing issue. Currently, the federal government taxes 18.4 cents per gallon of gasoline and 25 cents per gallon of diesel.

In response to this nationwide issue, President Joe Biden has called on Congress to suspend the federal gas tax for three months. Yet Speaker of the House Nancy Pelosi and others have questioned how much this legislative decision would actually help people.

Conversely, some are asking if simply taxing excess profits for major gas companies would be more practical and beneficial to the public.

HIGHWAY TRUST FUND Unfortunately, the potential for a three-month gas tax holiday doesn’t seem to pass the cost-benefit analysis check. Currently, the funds from the federal gas tax go to the Highway Trust Fund, which contributes to highway expenditures and public mass transit, such as subways and buses.

The White House predicts that if the gas tax holiday were passed, the Highway Trust Fund would lose approximately $10 billion. And although the president has said that other sources of revenue can compensate this loss, this remains uncertain.

While the White House said the president knows the gas tax holiday won’t solve the problem of rising gas prices, he believes it will provide “breathing October 2022 / STRATEGIC FINANCE / 17

TAXES

MANY STATES ARE LOOKING AT VARIOUS GAS TAX INCENTIVES TO HELP THEIR CITIZENS. SOME ARE PROPOSING A GAS TAX HOLIDAY FOR 30 DAYS, WHILE OTHERS ARE PROPOSING A HOLIDAY UNTIL THE END OF THE YEAR OR FOR A FULL YEAR.

room” for Americans. But if we look further into how much breathing room would be provided, the savings are quite minimal.

For example, let’s consider someone who drives 12,000 miles per year in a car that averages 20 miles per gallon (to use a conservative estimate). If the gas tax holiday was implemented, the savings would only be around $10 dollars per month, for a total of $30 during the threemonth span.

With the rise in demand for hybrid and electric cars over the last 10 years, most cars average more than 20 miles per gallon, decreasing the savings even further. And with inflation, these savings would be even less.

STATE TAXES Although the possibility of a federal gas tax holiday occurring looks slim, gas tax holidays may appear at 18 / STRATEGIC FINANCE / October 2022

the state level. Each state can have a state excise gas tax and other gas taxes, such as oil inspection fees, county and local taxes, underground storage tank fees, and environmental fees. The total state gas tax is the sum of the state excise gas tax and other state gas taxes.

According to the American Petroleum Institute (API), the national average state excise tax is about 26.2 cents per gallon for gasoline and 26.7 cents per gallon for diesel. The national average for other state gas taxes are 12.5 cents per gallon for gasoline and 13.5 cents per gallon for diesel.

This is a total gas state tax average of about 38.7 cents per gallon of gasoline and 40.2 cents per gallon of diesel.

Combined with the federal gas tax of 18.4 cents per gallon of gasoline and 25 cents per gallon of

diesel, the total state average gas tax would be 57.1 cents per gallon of gasoline and 64.6 cents per gallon of diesel.

Looking further at the state level, the range of total state gas tax can range from state to state.

According to the API, the states with the total highest gas taxes are California (68.2 cents per gallon), Illinois (59.6 cents per gallon), Pennsylvania (58.7 cents per gallon), Hawaii (51.7 cents per gallon), and New Jersey (50.7 cents per gallon).

The states with the lowest gas taxes are Alaska (15.1 cents per gallon), Mississippi (18.8 cents per gallon), New Mexico (18.9 cents per gallon), Arizona (19 cents per gallon), and Missouri (19.9 cents per gallon).

Just as the federal gas tax supports the Highway Trust Fund, state gas taxes are primarily used for highway and road expenditures, such as construction of new highways and roads, and maintenance and repair (i.e., snow removal and safety issues).

GAS TAX INCENTIVES Given the current high prices of gas, many states are looking at various gas tax incentives to help their citizens. Some states are proposing a gas tax holiday for 30 days, while others are proposing a holiday until the end of the year or for a full year.

States are also looking at different gas tax savings, such as suspending their state gas tax, decreasing the gas tax, or providing gas tax rebates.

Earlier this year, Maryland became the first state

in the U.S. to suspend its gas tax. (It was later joined

by Georgia, Connecticut, New York, and Florida.)

Maryland Governor Larry Hogan enacted a 30-day gas tax holiday that saved state residents 36 cents per gallon. He later tried to extend this holiday period for another 60 days, but this was ultimately denied by the state legislature.

Similar to the federal government, states are having a difficult time passing some form of gas tax holiday. But if gas prices continue to stay at their current level or rise, the gas tax holiday will continue to be discussed, whether at the federal or state level or both.

In addition, with speculations of the economy going into a recession coupled with national holidays around the corner and many Americans traveling to see friends and family, high gas prices will continue to be a problem.

The question is: Are gas tax savings truly beneficial to individuals in the long run? And are the savings they receive from a gas tax holiday worth reducing revenue from state and federal funds? SF

Robert Lee, Ph.D., CMA, CPA, is an associate professor of accounting in Pepperdine University’s Graziadio Business School.

He also is a member of IMA’s Los Angeles Metro Chapter. Robert can be reached at robert.lee2 @pepperdine.edu.

Justin Lee is a research assistant at Pepperdine University’s Graziadio Business School. He can be reached at justinbertlee@gmail.com. © 2022 A.P. Curatola

CAREERS

Remote working is popular with employers and workers alike. But its benefits, such as reduced turnover and improved employee engagement, don’t happen by magic.

To reap them, companies need to optimize every stage of the remote employee journey, beginning with the very first stage: onboarding.

THE IMPORTANCE OF ONBOARDING

HOW TO ONBOARD REMOTE WORKERS A few simple steps can help ensure new remote workers will be positioned for success in your organization.

T

BY PAUL MCDONALD

HE PANDEMIC-INSPIRED “NEW NORMAL” has

quickly become just the plain normal.

For example, the practice of employing workers on a remote or hybrid basis is now so commonplace that it’s hard to remember when (or why) it was considered an uncommon perk. Many financial companies are finding that reporting, auditing, and other processes can be completed remotely just as efficiently as on site.

The stats back up this sentiment. The Robert Half Salary Guide (bit.ly/3QDE241) found that 80% of companies plan to hire fully or partially remote workers in 2022.

Additionally, 40% of employees said they want more flexibility to work remotely—that’s on top of the 53% who already have it.

Onboarding allows new employees to learn about the company they’re preparing to join, understand the expectations associated with their job, and get to know their new coworkers. It’s essential to making them feel like they’re part of the team, and it goes a long way in enhancing employee success and job satisfaction.

Yet onboarding remote workers presents employers with a unique challenge. How do you make new hires feel like they’re seen, heard, and part of the team when they’re working hundreds—or even thousands—of miles away?

TIPS FOR ONBOARDING REMOTE EMPLOYEES Whether you’re currently hiring remote employees or looking to do so in the not-so-distant future, here are a few ways to make far-flung recruits feel at home.

1. Plan their first week. For remote onboarding to be successful, you can’t wing it. Set up a schedule for your employee’s first day and week. Where possible, make sure that schedule October 2022 / STRATEGIC FINANCE / 19

CAREERS

includes all the same elements you’d have with an in-person orientation program.

This should include a virtual meet and greet with your current team, including fully remote, hybrid, and on-site workers. It can be part business, with team members sharing their responsibilities, and part social hour with everyone introducing themselves and sharing a few words about their hobbies or interests.

An underrated advantage of virtual meetings is that everyone’s name is clearly displayed, sparing newcomers the awkwardness of asking for reintroductions. They can also be recorded for future reference.

Another first-day priority should be a one-on-one meeting with the new hire when you talk about the company’s overall mission and your team’s contribution to it. Explain your organization’s general policies as well as any special rules or policies pertaining to remote workers.

Human resources may want to have a similar conversation with your new hire. While it’s fine if both you and HR cover similar ground—indeed, it can help reinforce the most important points—coordinate with your HR colleagues to ensure you don’t contradict one another or send mixed messages.

When you’ve finalized the virtual onboarding schedule, email the details and any pertinent instructions to the employee before their first day. Doing so will show them how glad you are that they’re joining the team and that you’ve put in the effort to 20 / STRATEGIC FINANCE / October 2022

make their first few days go as smoothly as possible.

2. Set them up for success. New employees may need hardware and software to do their jobs, and you should take care of this well before they start. Make sure you allow plenty of time for your organization to order equipment and ship it to the employee as well as time for your employee to set it up. Be sure to include detailed instructions on how to set up the equipment along with contact information for the IT department in case any questions or issues arise. It’s important that this step is as easy and straightforward as possible because setting up new equipment on your own can sometimes be a daunting experience.

For financial organizations handling sensitive data, there’s more to this process than sending new employees a laptop already loaded with relevant software. As well as general tech support, your recruit will need a briefing by someone on your security team—particularly if they’ll be using cloud-based financial software that can be vulnerable to cyberattacks. It isn’t enough that your new team member can log in—they need to log in securely.

Finally, create and share a quick-reference guide. This can include the information on the collaboration app your company uses for phone calls and virtual meetings as well as a list of email addresses for team members.

3. Help them learn the ropes. Consider pairing your new hire with an established remote worker

SF SAYS For more on leading and managing remote employees, check out episode 153 of IMA’s Count Me In podcast (bit.ly/3PZ4Pqd), where Heather Polivka of HeatherP Solutions discusses the changes that leaders need to make in managing remote and hybrid teams. Find more episodes of Count Me In at podcast.imanet.org or on your favorite podcast app.

who can help answer questions while they’re settling in. This buddy system doesn’t take the place of formal training, but it’s a helpful addition that will allow new hires to build confidence during their first few weeks.

4. Prioritize balance.

Because they aren’t in the office where they can be observed on the job, some remote employees may feel like they have to be available 24/7 or “always on.” This can quickly lead to excessive stress, exhaustion, and—if left unchecked—burnout. As an employer, it’s critical that you help new hires set boundaries.

Share your team’s standard work hours so your new employees know when they should be online and available.

Beyond that, focus on results and productivity, not hours spent in front of the screen. If you hired someone to work remotely, it’s presumably because they have a great track record of delivering high-quality work from home. If the secret to their success is starting late and working an extra hour in the evening, don’t meddle

with their routine unless you begin to witness poor performance or a decline in work productivity.

5. Offer support. Your new employees need to know you’re invested in their success, so keep your door (so to speak) open and check in with them regularly during the first few weeks.

If you think it’s premature to talk about career development during the onboarding process, think again. The sooner your new hire begins to visualize a long-term future at your company, the better your chances of retaining their talents in this punishingly competitive hiring market.

Finally, remember that your virtual onboarding process should constantly be evolving. Ask for honest feedback from your employees who go through onboarding, learn from any missteps, and adjust your processes accordingly. SF

Paul McDonald is a senior executive director at talent solutions and recruiting firm Robert Half and a member of IMA. You can follow him on LinkedIn, bit.ly/3oj8PGf.

SMALL BUSINESS

NAVIGATING THE PERFECT STORM Businesses have faced many unforeseen issues for the past few years and survived. Now all sectors of business face a new challenge: inflation. BY MARCINE JOHNSON, CPA

W

HEN ENVISIONING A “PERFECT STORM” SCENARIO, the

factors in the mix are typically a chance set of circumstances that blend to create a difficult or disastrous or catastrophic result. Enter 2022, when a combined set of events resulted in climbing inflation around the world.

It actually began with the COVID-19 shutdown around March 2020. During this time, employers were forced to dismiss workers, meet new regulations for safety, and change the way business was done–less in-person engagement and a more distributed workforce. In the tightrope walk that ensued, how have small businesses coped with the evolving circumstances?

Most organizations applied to receive financial assistance to cover wages, rents, etc., when people weren’t working and space wasn’t being used. These funds were provided to help consumers continue buying and to keep the economy growing even when goods and services were unavailable. Small businesses worked hard to adapt to the lack of workers (labor inflation) and reduction in production of goods (supply inflation).

As many companies closed their doors, their employees in the United States and elsewhere sought extended unemployment benefits, leading to inflationary cost of capital.

When restrictions were lifted mid-2021, a glimmer of sunny skies appeared with economic potential.

Right away, however, the tsunami of supply chain issues hit. Lack of workers on site contributed to reduced production and an inability to ship and deliver during this time. As demand exceeded supply, three iterations of inflation spiraled.

Labor and wage inflation occurred as fewer workers were filling vacancies and employers were pressured to pay higher wages to try and get back to pre-COVID levels of availability for goods and services, often driving cost-push inflation. This price inflation meant fewer goods could be bought due to the lack of employment and shortage of supplies.

LABOR AND WAGE INFLATION In the U.S., the approximately 11 million jobs available combined with October 2022 / STRATEGIC FINANCE / 21

SMALL BUSINESS

a low unemployment rate to drive wages up. Yet jobs aren’t being filled. Many other countries have continued providing government assistance to their citizens to cope with factors contributing to their labor and wage inflation.

For instance, Germany is providing a onetime payment of €300 to help with energy costs (see insidegermany .co). Australia provides assistance to employers per austrade.gov.au, and workforceaustralia.gov .au helps workers find jobs and obtain some financial assistance.

Wages aren’t the only impact on employment.

According to a Monster survey of 1,000 employees in the U.S., 34% said their job affects their mental health with 41% experiencing anxiety, 24% depression, and 12% physical illness.

With fewer workers, the ones still working are showing signs of stress— feeling overworked and underpaid, having limited resources, and being unable to unplug. This contributes to lower productivity.

In addition, the best job seekers are pursued for the same positions. While small businesses want to hire, going from interview to hiring can take many months due to economic uncertainty such as new outbreaks of COVID-19, new regulations, new taxes, and supply availability to allow a continuation of business. Businesses often reach out to hire a candidate to find out they took another position. Then the hiring cycle starts again.

Small businesses hoping to address these challenges can make an extra effort to support workers, 22 / STRATEGIC FINANCE / October 2022

keeping them engaged and connected to the business.

For example, managers can minimize multitasking requests and allow time for request fulfillment. And if a company provides food or beverage benefits, it can continue offering this option even if it means cutting back on choices to reduce costs. Providing individual recognition benefits such as movie tickets, early Friday time off, or late arrival Monday mornings vs. across-the-board incentives can also be a cost-effective approach. Whatever the methods, it’s important for retention vs. a cycle of retraining to look for ways to help reduce employee stress and provide work flexibility.

PRICE INFLATION Pent-up consumer demand for products not available during the pandemic has caused prices to soar around the world, as supplies are still being replenished and aren’t back to normal levels in all areas of the world. Turkey, for example, had the highest inflation of all countries at 54.8% at the time of writing. And according to a new report by Natasha Turak of CNBC’s View from the Gulf, the annual inflation rate was 78.62% for June 2022, according to the Turkish Statistical Institute, surpassing forecasts (cnb.cx/3S0phZt). That’s the country’s highest annual inflation reading in 24 years. The monthly increase was 4.95%.

According to a financial market commentary in the U.S., driving a May 2022 increase in prices for goods was a 5% increase in energy prices, with prices for gasoline advancing 8.4%. Energy

prices are up 45.3% since May 2021. More than half of the increase in prices for services was attributable to a 2.9% increase in prices for transportation and warehousing services. Energy, fuel, and delivery costs have driven up prices worldwide.

Organizations have everything to gain from making calculated decisions in response to these unfavorable conditions.

First, conduct a data analysis and determine loss leaders and profit makers.

Focus on those profit makers and confirm what can be supplied. Every business doesn’t need to provide extensive choices, so now is the moment to reduce or eliminate cost drains.

Companies can also benefit from partnering with competitors and pooling resources for purchasing power or outsourcing if the cost makes sense. View all line items for elimination, better use, and better costs—especially office supplies—and make more of your reports paperless.

Buy local to reduce delivery costs. Consider going back to stocking inventory vs. Just-in-Time to reduce the additional fuel and delivery costs. And continually examine consumer interest and change your business products or services to meet that interest, as appropriate.

CAPITAL INFLATION As more currency has been made available, each monetary unit has become less valuable. Therefore, that unit isn’t “buying” as much as before. The currency value shrinks, even as costs increase for goods, services, and the cost of borrowing. Though this is

driven more by governments than the private sector, there’s still room for an organization to be responsive and agile.

It’s more important than ever to build a six-month cash reserve. Manage cash to avoid any overdrafts, usually $30 per return item, which could be an employee hourly and benefit amount. Eliminate excess or obsolete inventory—free up cash. Know and provide ratios for turnover to show money management, which may influence potential investment either from your bank or another investor/partner. And finally, know where the majority of the money is spent, the expected returns, and have a plan of action to pivot quickly if returns diminish or products or services aren’t readily available.

When a perfect storm hits, the small businesses that survive do so by cutting back on unavailable products, low margins, or on services not providing value. Companies can’t be all things to all customers, and it can help to zero in on one service or product with the needed margin and availability while increasing customer appreciation for the value charged. Keep your employees, shareholders, and bankers informed to avoid gossip and misinformation. Smart strategic decision making can help companies get through this global economic inflation stronger. SF

Marcine Johnson, CPA, is president of Accounting & Tax Advisory Services Inc. and a member of IMA’s Atlanta Chapter. She can be reached at marcine@atasinfo.com.

RESEARCH

STRATEGY MAPS IN CHANGING TIMES A strategy map is a useful tool when it’s accurate, but it can cause problems when it becomes outdated as the organization’s business environment evolves. BY KUN HUO,

M

PH.D., CPA, CA; KHIM KELLY, PH.D., CA (SINGAPORE); AND ALAN WEBB, PH.D., FCPA, FCA ANY ORGANIZATIONS DEVELOP STRATEGY MAPS as

a central part of their strategic performance management system. A strategy map translates the organization’s strategic objectives into a visual graphic that depicts management’s current understanding of causeand-effect relationships among performance measures.

Such a map can be immensely powerful because it forces managers to translate what they need to achieve into simple and measurable performance outcomes that are then used to monitor progress toward attainment of strategic objectives.

The strategy map is also a powerful communication tool that can help employees understand how they can best direct their actions and resources to help the organization achieve its strategic objectives.

Many organizations face an ever-evolving business environment, encountering changes to operating conditions that are difficult to foresee. The frequency and magnitude of such changes have increased in recent years, with examples ranging from major technological breakthroughs (e.g., AI) to pandemics to geopolitical conflicts, all with the potential to significantly impact how businesses operate and survive.

For companies facing such rapid changes, the value of developing and communicating a strategy map is questionable given the likelihood that it will quickly become outdated as the organization’s business environment evolves. Moreover, would using an outdated and inaccurate strategy for decision-making purposes end up harming rather than benefiting the organization?

For example, imagine if Netflix had continued to use a strategy map initially developed based on mailing DVD rentals.

Would doing so have delayed the company’s industry-changing shift to streaming video on demand in 2007? Would it have fallen behind competitors who recognized the implications of highspeed internet for home entertainment preferences? It seems likely that in this example, continued reliance on an outdated October 2022 / STRATEGIC FINANCE / 23

RESEARCH

strategy map would have been detrimental to company performance.

Our research focused on what organizations can do if their strategy maps become outdated. Specifically, we conducted a study to better understand how managers perform when the organization’s strategy map is initially accurate but later becomes outdated, and how to improve the performance of managers in such settings (“The Beneficial Learning Effects of Combining a Hypothesis-Testing Mindset with a Causal Model,” The Accounting Review, 2022).

ACCURATE STRATEGY MAP In our study, participants acted as managers in a business simulation game in which they were required to discover how best to profitably allocate company funds among three investment areas over multiple time periods.

Unbeknownst to participants, the most profitable investment area changed from one area to another sometime during the multiple time periods when they were investing the funds.

We provided half of the participants with a strategy map that reflected the cause-and-effect relationships between the different investment areas and financial performance, accurately depicting one investment area as the most profitable area prior to an unexpected change in the operating environment.

The other half of the participants didn’t receive a strategy map.

In the time periods when the strategy map accurately depicted the 24 / STRATEGIC FINANCE / October 2022

most profitable investment area, participants with the map performed better than those without it, investing considerably more funds in the most profitable investment area. This result supports the idea that an accurate strategy map can be a powerful tool to help managers direct their attention, effort, and resources to enable the organization to achieve its strategic objectives.

The main purpose of our study, however, was to demonstrate what happens when the competitive landscape for a company quickly evolves such that the most profitable investment area changes from the one depicted by the initially accurate strategy map. That is, what happens when a strategy map becomes outdated?

INACCURATE STRATEGY MAP The tendency to look for information that confirms prior beliefs or views is a well-known psychological bias. People find it easier to mentally process information confirming existing views rather than information that challenges their views, particularly when those views are strongly held.

In the context of our study, this confirmation bias is worse when participants were provided with a strategy map that was initially accurate and resulted in successful outcomes, thus strengthening beliefs about the value of continuing to use the map to make investment decisions. Consequently, when the strategy map became inaccurate, it was more

difficult for these participants to learn that the most profitable investment area had changed.

Indeed, we found that in the time periods when the strategy map had become outdated and no longer accurately depicted the most profitable investment area, participants with the strategy map performed worse than those without a map, investing much less in the current (new) most profitable investment area.

HYPOTHESIS-TESTING MINDSET The crux of our study was to demonstrate how to help managers overcome the crippling effect of the confirmation bias that can arise from using a strategy map that was initially accurate. Psychology research suggests that encouraging people to consider alternatives to established beliefs can be a helpful way to combat confirmation bias. In our study, half of the participants were encouraged to adopt a hypothesis-testing mindset (HTM) and to use available data to test cause-and-effect relationships. The other half of the participants didn’t receive this encouragement.

Without encouragement to adopt an HTM when the strategy map became inaccurate, participants with the map performed worse than those without it. Yet we found that when encouraged to adopt an HTM, participants with the strategy map did no worse than participants without the map. In other words, adopting an HTM allowed participants with the outdated strategy map to over-

come the negative effects of confirmation bias.

Importantly, encouraging vs. not encouraging an HTM preserves the beneficial effects of a strategy map during the time when it’s initially accurate. Participants with the initially accurate strategy map performed better than those without the map in the periods when the map was still accurate, to similar degrees whether or not they were encouraged to adopt an HTM. Overall, strategy maps may not be updated frequently enough to reflect important changes in the operating environment.

Managers benefit from the strategy map when it’s accurate, but they’re ironically better off without one in the first place if the map becomes inaccurate. Yet if the company reminds managers to conduct hypothesis testing and to use the strategy maps as a starting point, the benefits of strategy maps can be enjoyed when they’re accurate and the downfalls avoided if they become inaccurate over time. SF

Kun Huo, Ph.D., CPA, CA, is an assistant professor at Ivey Business School at Western University. Kun can be reached at khuo@ivey.ca.

Khim Kelly, Ph.D., CA (Singapore), is the KPMG Professor of Accounting at the Kenneth G. Dixon School of Accounting at the University of Central Florida. Khim can be reached at khim.kelly@ucf .edu.

Alan Webb, Ph.D., FCPA, FCA, is the Deloitte Professor at the School of Accounting and Finance at the University of Waterloo. Alan can be reached at a2webb@uwaterloo.ca.

STRATEGIC MANAGEMENT

SUSTAINABILITY AND LONG-TERM VALUE CREATION Sustainability standards present new opportunities for management accountants to improve governance, strategy, risk management, and metrics. BY MARK L.

T

FRIGO, PH.D., CMA, CPA, WITH ROBERT HIRTH AND RAY WHITTINGTON, PH.D., CMA, CPA

HE ULTIMATE PURPOSE OF STRATEGIC MANAGEMENT IS to

enable companies to achieve their corporate purpose and objectives, which include sustainability/environmental, social, and governance (ESG) objectives. The seven-step Strategic Risk Assessment (Figure 1), a continuous process for organizations to assess and manage risks, provides a systematic way for companies to assess sustainability/ESG risks and opportunities to guide sustainability accounting internally and externally.

Described in the 2020 COSO paper Creating and Protecting Value: Understanding and Implementing Enterprise Risk Management (by Richard J. Anderson and Mark L. Frigo, bit .ly/3wxywrF), this process can be useful for companies seeking to address the International Financial Reporting Standards (IFRS) S1 General Requirements for Disclosure of Sustainability-related Financial Information exposure draft, which requires disclosure of significant sustainability risks and opportunities.

The IFRS exposure draft provides a common structure for sustainability disclosures, including governance, strategy, risk management, and metrics and targets information.

The Return Driven Strategy framework and the Strategic Risk Assessment process can guide sustainability accounting within a company as well as for external reporting. For each of the seven steps in the Strategic Risk Assessment process, sustainability risks can be addressed as follows to guide development of a sustainability accounting strategy.

1. Understand the strategies of the organization. Companies identify sustainability risks that would prevent the organization from achieving its strategic objectives and purpose. In this step, we use the Return Driven Strategy framework, which provides a way to describe how sustainability/ ESG strategies create long-term value for the company and its stakeholders, serving as a guide for the sustainability accounting strategy of the company.

2. Gather data and views on sustainability risks and opportunities. Companies assess sustainability capabilities and identify key sustainability risks and opportunities. In this step, the Strategic Risk Management framework homes in on key risks and opportunities and serves as a guide for developing the sustainability accounting strategy that’s the best fit for the company for both internal and external reporting.

3. Prepare a preliminary sustainability risk profile. Companies develop a preliminary risk profile for sustainability risks.

October 2022 / STRATEGIC FINANCE / 25

STRATEGIC MANAGEMENT

FIGURE 1: STRATEGIC RISK ASSESSMENT FOR SUSTAINABILITY/ESG

Source: Adapted from Mark L. Frigo and Richard J. Anderson. “Strategic Risk Assessment: A First Step for Risk Management and Governance.” Strategic Finance (December 2009) and Frigo, Mark L. and Richard J. Anderson, Creating and Protecting Value: Understanding and Implementing ERM (COSO 2020). Used with permission.

4. Validate and finalize the sustainability risk profile. Companies finalize the key sustainability risk profile.

5. Develop a sustainability risk management action plan for sustainability risks. The plan includes identifying and selecting risk responses, mitigation activities, and risk monitoring; sustainability accounting strategy; use of Sustainability Accounting Standards Board (SASB) metrics/International Sustainability Standards Board (ISSB)/IFRS disclosures; updating the assessment process; and internal risk reporting with balanced scorecard (BSC) strategy maps.

6. Communicate the sustainability risk profile and action plans. The sustainability risk profile and action plan include the sustainability accounting strategy of a company and are communicated to the board of directors and management team.

7. Implement the sustainability risk management action plan. We move to the next cycle, helping the continu26 / STRATEGIC FINANCE / October 2022

ous development of organizational knowledge and capabilities in assessing and managing sustainability risks as a company within a knowledge-building culture.

SASB metrics can be evaluated using the Strategic Risk Assessment process to describe, articulate, and understand the sustainability/ESG strategies of a company and how they create long-term value of the company and its stakeholders. This articulation can be useful in developing required qualitative disclosures under SASB standards in a company’s sustainability accounting strategy. These qualitative disclosures can be driven from internal risk reporting with the BSC strategy maps in step 5 of the Strategic Risk Assessment process.

The SASB-required qualitative discussions could be the most valuable part of SASB standards from the perspective of sustainability strategy and strategic risk management.

NEW DEVELOPMENTS IN SUSTAINABILITY ACCOUNTING Mark L. Frigo and Ray Whittington discuss the latest developments in sustainability accounting, including recent actions and disclosure decisions among standard setters.

MLF: What are the most important recent developments relating to the SASB that CFOs, management accounting professionals, and accounting educators should be aware of?

RW: Acceptance of SASB standards received a significant boost in August 2022 with the consolidation of [the SASB’s] parent, the Value Reporting Foundation, with the IFRS Foundation to create the ISSB. The standards issued by the SASB are now under the oversight of the ISSB, which will integrate and build on the standards to create a set of international sustainability financial disclosure standards. The ISSB is commit-

ted to the industry-based approach to the development of standards—the approach that has been used by the SASB since its inception. The merger will serve to elevate existing SASB standards to a level similar to that of IFRS issued by the International Accounting Standards Board (IASB).

This has the promise of resulting in an accepted set of global standards for sustainability disclosures. (Editor’s note: For more on this topic, see Amanda Pavan and Jerry Kreuze, “The SASB and Sustainability Standards,” Strategic Finance, September 2022, bit.ly/3xlDUyE.) STARTING AT THE TOP Robert Hirth shares his insight with Frigo on the latest developments, the future of sustainability accounting, and the importance of starting with the organization’s top strategies and business objectives as a guide for sustainability accounting.

MLF: The starting point for enterprise risk management (ERM) needs to focus initially on the organization’s top strategies and business objectives. ERM doesn’t start by simply attempting to identify risks; it starts with a thorough analysis of the organization’s key strategies and business objectives. In your opinion, how does this theme impact sustainability and ESG risk assessment and guide sustainability accounting?

RH: Companies should take a close look at their sustainability and ESG-related objectives. These objectives are becoming more and more clear—part of strategy, reported publicly, longer term in nature, tied to incentive compensation, tied to investor valuation, and attentive to expanded stakeholder interests, etc.—so they clearly matter.

And this now extends to multiple board committees. It continues to be a nomination and governance committee topic. This is where it first seemed to get slotted. An additional issue is on nominations to consider ESG expertise. The audit committee addresses the public reporting aspect and the likely upcoming assurance requirements and expanded U.S. Securities & Exchange Commission (SEC)

disclosure if the SEC rule passes. Even if it doesn’t, ESG assurance is going to become more commonplace.

The compensation committee gets involved as ESG targets become a KPI [key performance indicator] for incentive compensation.

This ESG ERM process will likely cascade below the board level to management as many of those ESG objectives get driven into various functions like HR for DE&I [diversity, equity, and inclusion]; emissions, waste, and water reductions into operations; cyber matters into IT; fair tax payments into the tax and financial planning functions; and ESG compliance into internal audit and compliance functions.

MLF: From your perspective, what will be the effect of the consolidation of the SASB with the IFRS Foundation on sustainability?

RH: It’s yet to be seen just exactly how the SASB standards will be used going forward.... But there is a strong indication that the SASB standards will form an integral part of the ISSB’s standard-setting process and be included as industry-specific requirements after an ISSB due process.

MLF: When do you believe regulators will begin requiring disclosure of SASB metrics as part of sustainability accounting?

RH: If the ISSB requires the disclosure of industry-specific (SASB) standards as it plans to, then the various IFRS jurisdictions would require their use after jurisdiction by jurisdiction adoption, which is voluntary. For the most part, though, the adoption of the SASB standards has been market driven, not regulator driven, with the largest institutional investors requesting, if not requiring, their use.

MLF: What is the future of accountants’ involvement with SASB disclosures and sustainability accounting?

RH: Assurance and advisory services related to sustainability disclosures and ESG reporting in general are fast-growing areas for accounting organizations in all major countries.

Many large companies around the world already obtain third-party assurance at the limited assurance level, primarily for greenhouse gas emissions. But some companies have

This article is part of the Creating Greater Long-Term Sustainable Value series in Strategic Finance launched by the October 2018 article “Creating Greater Long-Term Sustainable Value,” by Mark L. Frigo, with Dominic Barton, bit.ly/2RfcMwm.

also chosen to obtain third-party assurance on more than greenhouse gas emissions, including SASB or other recognized standards as suitable criteria. ESG assurance and reporting as well as related advisory services are clearly going to become an important strategic initiative for accounting firms around the globe.

Corporate accounting and finance professionals will likely need to develop some additional technical expertise in this area, though many of their core skills are relevant and applicable to sustainability reporting such as process flow understanding and automation, development of internal controls, compliance orientation, report development, and formatting and documentation. SF

Mark L. Frigo, Ph.D., CMA, CPA, is the cofounder of the Center for Strategy, Execution and Valuation and the Strategic Risk Management Lab in the Kellstadt Graduate School of Business at DePaul University and Ezerski Endowed Chair of Strategy and Leadership Emeritus in the Driehaus College of Business at DePaul. You can reach Mark at mfrigo @depaul.edu.

Robert Hirth is senior managing director at Protiviti, served as co-vice chair of the SASB, is COSO chair emeritus, and currently serves on the American Institute of Certified Public Accountants Sustainability Assurance and Advisory Task Force. You can reach Bob at robert.hirth@protiviti.com.

Ray Whittington, Ph.D., CMA, CPA, served as director of the School of Accountancy and MIS in the Driehaus College of Business at DePaul University, where he also served as dean. He is spearheading the Sustainability Accounting and Reporting Initiative at DePaul with Mark Frigo. You can reach Ray at rwhittin@depaul.edu.

October 2022 / STRATEGIC FINANCE / 27

THREE MINDSET SHIFTS

TO ACHIEVE AUTONOMOUS FINANCE CFOs need to adjust their thinking in three key ways before they’ll be ready to fully embrace the set of technologies needed for autonomous finance.

BY DENNIS GANNON October 2022 / STRATEGIC FINANCE / 29

C

an you picture an autonomous finance function in which the majority of operation—and even a significant amount of management—is conducted by machines with no need for human intervention? This is a concept that goes far beyond current conceptions of finance automation, which often are really “interrupted automations” that are still heavily supervised and reliant upon human judgment to run and maintain the process.

Nearly two-thirds of the CFOs Gartner surveyed on this topic can indeed picture autonomous finance and believe it will be a reality within the next six years (gtnr.it/3RnlGoh).

This is partly driven by their own experiences as they and their teams get increasingly comfortable with some of the underlying technologies that support it, particularly those commonly referred to as AI. Gartner already sees a sufficient number of organizations willing to experiment and solve business problems

with AI that we predict half of all large finance departments will be using AI by next year to create their short-term financial forecasts. The technologies themselves are also maturing at an astonishing rate.

Despite CFOs’ vision of a fully autonomous finance department within this decade, few are embracing the full set of technologies that support an autonomous finance function that will deliver the very future most are predicting (see Figure 1 for examples of use cases). For instance, only 21% are currently using machine learning, 19% prescriptive analytics, 12% natural language processing, and 8% blockchain.

The risk is that much like in the months and years following the outbreak of the COVID-19 pandemic, we’ll witness yet another new digital divide—this one between finance organizations that are opening up entirely new pathways to revenue generation and cost savings with autonomous capabilities and those that aren’t. The very nature of these technologies, with their ability to self-learn and rapidly improve, means that the organizations that are

FIGURE 1: TECHNOLOGY USE CASES IN AUTONOMOUS FINANCE

Back office

Middle office

Front office

Office of the CEO

Source: Gartner.

30 / STRATEGIC FINANCE / October 2022

AI-enabled process mining algorithms capture all variations and exceptions in P2P and O2C. Virtual assistants process transactions with machine customers and vendors.

Blockchain enables an audit-ready continuous close.

Smart contracts enforce accounting controls and intercompany adjustments.

Machine learning identifies new variables to improve cash and investment forecasts.

Decision intelligence powers financially savvy tactical and operational decisions.

DeFi enables innovative options for raising captial and insuring against financial risk.

Natural language processing enables better understanding of retail investor sentiment.

FIGURE 2: THE THREE CFO MINDSET SHIFTS NEEDED TO ACHIEVE AUTONOMOUS FINANCE

We should start small to avoid costly failures with technology.

1

We have to experiment broadly to realize value from technologies for autonomous finance.

We should use technology as a tool but rely on people to make decisions.

2

We need to give technologies for autonomous finance as much credit as we give people.

We will embrace technology when we see the benefits.

3

My team’s behavior toward technologies for autonomous finance will change when my behavior changes.

Source: Gartner.

Why have some companies become AI leaders while others remain frozen in hesitancy?

early adopters are more likely to compound their lead on the following pack.

Why have some companies become AI leaders on the pathway to an autonomous finance function within the decade while others remain frozen in hesitancy? The answer has less to do with the complexity of technology or any external factor and more to do with CFOs’ own mindsets about technology.

When asked about what was preventing them from taking the first steps toward embracing autonomous finance, CFOs indicated that their own mindsets were among the top barriers. While at first it may seem surprising that “mindset” is ranked as a bigger barrier than obstacles like cost and expertise, this just speaks to how fundamentally different an autonomous finance function really is. These technologies are conceptually challenging in a way that traditional finance technology never was.

A CFO’s mindset—what he or she believes to be true and why—will underpin every decision about where to invest, where to pilot a new approach, and what is worth pursuing.

The reason mindset is so foundational is that all the processes, approaches, and strategies that CFOs have thus far built out, that are used to manage and lead, get wired into their brains based on certain beliefs they have about how the world works. And a lot of that wiring is unhelpful as they try to move toward an autonomous function.

Because of the fundamental differences that go into creating an autonomous (as opposed to automated) finance function, the actions and strategies that feel right to CFOs end up being the wrong things to do.

October 2022 / STRATEGIC FINANCE / 31

FIGURE 3: APPLICATIONS OF AI FROM ORGANIZATIONS BROADLY PILOTING AI

10 100%

Applications of AI

5

33%

4

8

4

3

0 Leaders

Nonleaders n = 103

0-12 Months

13+ Months

Source: Gartner.

Automation isn’t hard conceptually; most CFOs today using robotic process automation (RPA) in some form can understand the steps that the technology will be taking to get from point A to point B. But autonomizing a function is difficult in a different way—it’s difficult to know exactly what’s going on in (for example) a private blockchain or to understand intellectually how machine learning works.

Autonomous finance isn’t just difficult to start on because it’s new. It’s difficult because these concepts are inherently difficult. As CFOs face decisions around autonomous finance, they must (1) recognize how their current mindsets hold back the levels of experimentation necessary to make needed progress and (2) embrace the mindset shifts that may feel unnatural, or even wrong, to them today.

After working with CFOs extensively on their autonomous finance strategies, Gartner has identified the three most important mindset shifts needed to embrace the future of autonomous finance (see Figure 2). The three ways 32 / STRATEGIC FINANCE / October 2022

in which CFOs’ brains are wired against the technologies that will enable autonomous finance: 1. Believing finance should start small to avoid costly failures with technology investments 2. Believing finance should use technology as a tool but rely on people to make decisions 3. Believing their teams will embrace technology only when they see its benefits These mindsets served as illuminating starting points to help stuck CFOs look more deeply at his or her beliefs and create a set of contrary guiding principles that will guide meaningful action toward autonomous finance.

Experiment Broadly

When it comes to making what’s perceived to be risky technology bets with the budget, CFOs are conscious that

they may be held to different standards than other parts of the organization. Costly failures are considered unacceptable for a function such as finance, which acts as the gatekeeper for responsible spending. CFOs believe responsible spending means narrow experimentation with technology and waiting to scale until the application is proven.

As one CFO told us when discussing this topic: “Finance is not given the same permission to fail. We have to be purer. We’re giving everyone else a hard time about the numbers.” Unfortunately, this conservative mindset runs up against the reality of maximizing the benefits of autonomous technologies, which rewards greater experimentation and the creation of more learning opportunities.

Gartner analyzed survey data on finance functions’ use of AI and found that organizations that pilot AI broadly in the first 12 months identify twice as many applications of AI over the next several years than their peers (see Figure 3). And this is despite no meaningful difference in spending compared to organizations that pilot AI in a more limited fashion. There’s every reason to think that those organizations that open up such a lead in the number of AI pilot projects will continue to put space between themselves and competitors as the opportunities and learnings compound with the maturity of their autonomous finance systems.

Rather than starting with a small number of pilots, CFOs must encourage running several pilots simultaneously across finance subfunctions. This helps to reinforce a mentality across the team that this sort of experimentation with new technology isn’t confined to one part of finance, nor is it optional. Instead, it surrounds every finance employee and encourages further learning and adoption.

The fear of failure and a potential for wasting resources often hold finance functions back from broad experimentation in the early stages. But demystifying failure reduces this failure phobia. To demystify failure, CFOs can borrow an approach from author Tim Ferriss and complete a fear-setting exercise. Ferriss’s approach to overcoming the fears that hold back personal growth (bit.ly/3pCLuAv) also maps well to how a team or individual can identify the obstacles that prevent them from pursuing a bold innovation (and the risks of inaction). Our slightly modified approach is: 1. Start by defining the worst things that could happen if you were to pursue the innovation. Try to get beyond an intellectual analysis by visualizing what would happen if the worst occurred.

2. Determine how to prevent the worst from happening.

3. Identify how to lessen the consequences if the worst really did occur.

4. Write down all the benefits of pursuing the innovation. (Presumably, the innovation is worth pursuing because of the possible future benefit.) Provide as much detail as you can about the benefits.

5. Most importantly, write down the cost of inaction—the cost of not pursuing the innovation in the short term (such as after six months).

6. Finally, expand on step 5 by writing the cost of inaction in the longer term (such as after 18 months).

Taken together, these steps will pave the way for the necessary mindset shift by helping you enable more experimentation with less worry about negative outcomes.

When given a choice between human judgment and algorithms, humans prefer what they’re familiar with: other humans.

Don’t Hold Technology to a Higher Standard

CFOs believe finance should use technology as a tool but rely on people to make decisions. Even when there’s evidence that technology is better or more accurate than humans, people are reluctant to trust it. This is a phenomenon referred to as “algorithm aversion.” When given a choice between human judgment and algorithms, humans prefer what they’re familiar with: other humans.

Algorithm aversion often manifests as holding technology to a higher standard than human counterparts.

For example, in our survey, CFOs report the maximum acceptable variance for a traditional financial statement forecast generated by humans as 10%. In comparison, the maximum acceptable variance for a technology-generated forecast is 5%.

This discrepancy likely results from finance comparing algorithm performance to a specific target, often an overly lofty goal—or even perfection. Instead, finance should October 2022 / STRATEGIC FINANCE / 33

FIGURE 4: ALGORITHM PERFORMANCE COMPARED TO HUMAN PERFORMANCE Current View

Alternative View

Human

Algorithm

Algorithms must meet an absolute threshold.

Algorithms should perform as well or better than humans.

Source: Gartner.

compare an algorithm’s performance to human judgment (see Figure 4).

Going forward, CFOs and their teams need to give technologies for autonomous finance as much credit as they give people. In order to get to that point, however, leaders and their teams will need to build trust in AI and other technologies through autonomous decision-making guardrails. These guardrails include: ■ Fairness: The decisions must be made free of bias and discrimination and not manipulated to benefit insiders.

■ Clarity and transparency: Decisions made must be understood by humans and well-documented—no black boxes and no “just because.”

■ Accountability: Who is responsible if an autonomous decision results in harm?

■ Security and safety: Any autonomous process must respect data integrity and privacy.

■ Human-centricity: The more important a decision, the more it needs to be made in the name of benefiting humans.

It’s clear that getting comfortable with how autonomous technologies make decisions and developing appropriate guardrails are significant undertakings involving AI ethics; appointing and managing the right AI talent; and developing in-depth documentation, safety, and security practices.

34 / STRATEGIC FINANCE / October 2022

CFOs can start now by taking some basic steps and then building more complex processes as needed, including: 1. Understanding and addressing common ingrained perceptions about technologies for autonomous finance: Ask stakeholders what they’ve heard to address their specific concerns.

2. Showing a comparison of human and technology error rates in forecasting: Conduct an exercise in which the team compares its own forecast predictions to that of an algorithm and discusses the results.

3. Diving deep into how the tool works: After a new tool is introduced, explain to the larger team the model’s logic and how it was built, and allow employees to pressure-test it before launch.

4. Shrinking the risk space: Match the technology’s complexity to the operations it needs to perform. For example, choose the least sophisticated AI technology capable of achieving the objective.

5. Assigning “grandmaster” designers who monitor technologies’ performance and take responsibility for it: Designers should anticipate what behaviors the technologies could develop after their initial launch, seek out unanticipated consequences, and address them.

6. Investigating the feasibility of building a “conscience” for technology: Devote the budget to building a parallel

system in sophisticated technologies that checks the behavior of the primary algorithms.

Don’t Keep Technology at Arm’s Length

Most CFOs believe their teams will embrace technologies when and as they see the benefits. But while CFOs are usually excited to sponsor exciting new technology investments and tout their transformational potential, finance employees see those same leaders displaying little practical knowledge about the applications of these technologies and keeping an arm’s length from their use. Only 29% of CFOs say they invest significant personal time in learning about technologies for autonomous finance and their applications.

Changing their personal behavior toward technologies for autonomous finance is a superior way for CFOs to achieve employee behavior change. Employees don’t change because leaders ask them to; they change because of how leaders behave. It isn’t enough for leaders to talk up the potential of autonomous finance. They must also create an environment that enables everyone to live the culture of change.

This means CFOs must be strategic about role-modeling desired behaviors, rather than waiting for their teams’ behavior toward technologies for autonomous finance to change through a bottom-up approach.

CFOs should demonstrate new behaviors with “culture hacks.” A culture hack is a small change that exploits a single area where your culture is vulnerable to change. In this context, hacks are small, emotional, immediate changes that have big impacts.

Examples of culture hacks include: ■ Setting a minimum failure rate for innovators, signaling that if the team isn’t failing a minimum amount, it isn’t innovating properly.

■ Asking people to draw a concept (for example, “transformation”) in under one minute using no words and then having everyone describe what they drew.

■ Including an examination of what the team should stop doing (including behaviors, projects, assumptions, and habits) in every conversation about embarking on something new.

■ Asking the team, “What would this look like if it were easy?” when presented with a new initiative that appears time-consuming, complicated, or difficult.

Case Study on Leading from the Front

Here is how one client company, a large multinational consumer company, approached “leading from the front” in technology.

CFOs know how a lack of digital skills throughout the finance team hinders the return on digital finance investments. To tackle this problem, the company set out to bring up the entire finance team—from junior analyst to the CFO—to a foundational level of digital skills in less than a year. It accomplishes its universal digital upskilling by mandating digital foundations training for the company’s finance leaders. This aligns the digital skills training with its finance competency model, allowing freedom in how staff members complete the training and fostering a digital community with new social media communication channels, digital learning champions, and progress monitoring.

The benefits of this approach include: ■ Executive leadership signals the criticality of digitally upskilling the finance team by mandating finance leaders lead by example in completing the digital foundations training program—even the CFO. ■ Finance collaborates with HR to curate a digital skills training curriculum explicitly targeted to specific skills in the digital finance competency model.

■ Finance leaders promote “freedom within a framework,” allowing staff to achieve digital foundations certification through multiple learning formats (such as individual or group learning, structured vs. unstructured curriculum), subject to the achievement of passing scores within a specified time frame.

■ Finance creates a learning network with dedicated learning leaders and social media tools to foster group learning and engagement.

As its digital foundations training nears 100% completion, the company’s finance team is already realizing higher returns on its digital investments. The team has seen a 50-fold increase in the number of active Microsoft Power BI users. And several users have moved on to obtain “superuser” status. Agile is now not only commonly used but commonly understood throughout the finance function, with its applications being considered in many digital projects relating to finance process improvements in ways big and small.

Embrace Autonomous Finance Today

Confronting the way CFOs’ mindsets are wired against technology is the hardest barrier to overcome in the journey toward autonomous finance. Successful CFOs will embrace broad experimentation with technologies from the outset, build trust in working alongside new technologies, and recognize that personal behavior change is the best way to encourage employee behavior change toward technologies for autonomous finance. SF

Dennis Gannon is vice president, Research, at Gartner. He can be contacted at dennis.gannon@gartner.com.

October 2022 / STRATEGIC FINANCE / 35

This article is based on a study funded by the IMA® Research Foundation.

IMPROVING BUSINESS RESILIENCE Part of a management accountant’s job is to help guide the company through challenging economic times. Data analytics can help.

BY SHIRLEY J. DANIEL, CPA, PH.D.; YUANZHANG XIAO, PH.D.; AND TING-TSEN YEH, PH.D.

D

istress and disruption caused by natural disasters or pandemics like COVID-19 have increasingly strong impacts on individual nations and the global economy. In today’s interconnected world, a single crisis can destroy infrastructure, degrade public health and workforce resources, and disrupt supply chains. These events, in turn, may lead to inflation and broad economic downturns. While some businesses may prosper during a crisis, many others may fail if they’re unable to react quickly to the changing environment.

Business resilience involves both taking advantage of unexpected opportunities and mitigating the damage from new threats. Organizations may need to modify their business models by engaging differently with customers and suppliers, realigning their workforce, accelerating their digital capabilities, and optimizing their asset base through divestitures or acquisitions. Financial structures may also need to be modified as credit markets change and public sector relief resources and incentives become available. In short, individual companies are in dire need of guidance on how to make timely decisions to survive the crisis and foresighted decisions to thrive afterward.

October 2022 / STRATEGIC FINANCE / 37

Adapting on the Fly

Examining business failure and resilience has been a perennial topic for academics, investors, and lenders. IMA® (Institute of Management Accountants) issued a Statement on Management Accounting (SMA) titled The Profitability Analytics Framework in November 2020 to provide a practical, high-level road map for management accountants to play a more active role in their organization’s strategic and risk management at all levels (bit.ly/3xFn10r). The Profitability Analytics Framework (Figure 1) is a useful template for discussing various strategies to remain profitable and resilient.

Starting with market strategy, a company must examine its products, services, customers, and channels from which strategic business units derive revenue. As always, the competitive landscape must be carefully considered at this stage. For instance, many restaurants modified their menus during the COVID-19 pandemic to offer meals that were better suited for takeout, modified their space to allow for more outdoor seating, or partnered with delivery services to make it easier for customers to get their products.

In the retail industry, many brick-and-mortar retailers quickly switched to e-commerce and provided delivery services or easy pickup options. And the education sector

rapidly shifted to online learning, resulting in new products and skills in the workforce while overcoming long-term resistance on the part of many faculty, students, and employers. Textbook vendors with inadequate online materials found that they lost market share.

Planning for Resilience

Businesses also need to address the resilience of their internal capabilities and operational strategies. One important lesson learned from the COVID-19 pandemic is the need for ongoing training in the workforce as well as flexibility in terms of hours and venues of work (home vs. office). Current labor shortages in some sectors have resulted in some companies reconsidering their hiring requirements and weighing the trade-offs between formal education and on-the-job training.

In addition to personnel shortages, supply chain bottlenecks have become one of the most difficult operational challenges for manufacturing, construction, and retail companies. While Just-in-Time manufacturing and low buffer inventories have been advocated for many years, supply chain disruptions during the pandemic led to serious work stoppages and revenue losses

FIGURE 1: PROFITABILITY ANALYTICS FRAMEWORK STRATEGY FORMULATION

STRATEGY VALIDATION

STRATEGY EXECUTION

(Causal Models)

(Forecasting and Decision Making)

Market Strategy

Revenue Model

Revenue Management

Market conditions and the market strategy

Based on the IMA SMA Revenue Management Fundamentals

Products, services, customers, channels, or strategic business units

Operational Strategy

Cost Model

Operations Management

Internal capability, capacity, and the operational strategy

Based on the IMA SMA The Conceptual Framework for Managerial Costing

Processes and cost

Investment Strategy

Investment Model

New resources and the investment strategy

Sustain, expand, innovate, secure, and comply

Resource and Investment Management

PLANS

ANALYTICS

Tangible and intangible assets

RESULTS

Source: Larry R. White, Monte R. Swain, Douglas T. Hicks, and Gary Cokins, The Profitability Analytics Framework, IMA, November 2020, bit.ly/3xFn10r.

38 / STRATEGIC FINANCE / October 2022

in many industries. Diversification of the supply chain will become increasingly important going forward, and businesses will need to seriously consider the trade-offs between sourcing locally, buying from a cheaper foreign source, or storing larger inventories in case of logistical disruptions.

Finally, many organizations will have to reconsider their financing strategy going forward. Low interest rates over many years have encouraged businesses to take on greater amounts of debt. But with rates on the rise, CFOs will need to rethink their companies’ financing strategies. In future down cycles, there may not be government stimulus funding or equal financing in every sector. In that case, even though stock buybacks were common over the past three years, businesses may need to maintain a greater cushion of cash reserves in order to remain solvent. That said, new technology and equipment will be

needed to meet demand as well as challenges from competitors, which means that financing for these investments must be adequately planned for. Investor relations experts will need to make the case to the CFO for cash reserves, arguing that while extra cash may reduce current profits and return on assets (ROA), it may insure against risk during economic downturns.

Avoiding Failure

To take any steps on the path to resilience, an organization must first avoid failure, which can be facilitated through an exam­ination of the Altman Z-score, one of the most widely used analysis metrics in business lending for more than 50 years. (See Edward I. Altman, Edith Hotchkiss, and Wei Wang, Corporate Financial Distress, Restructuring, and Bankruptcy: Analyze Leveraged Finance, Distressed Debt, and Bankruptcy, Wiley, 2019.)

TABLE 1: LEADING AND LAGGING FACTORS TO USE IN FORECASTING Type of Company

Leading Factors Price points Product mix and duration Unemployment rates Local market saturation

Lagging Factors

Large fast-food chain

■ ■ ■ ■

Nonprofit professional association

■ New student members ■ Number of virtual conferences and events

Start-up online retailer

■ ■ ■ ■

Rideshare (e.g., Uber, Lyft)

■ Number of vaccinations ■ Hotel occupancy rates ■ City size

■ Rideshare volume

Airline

■ Uber and Lyft rider volumes ■ Time of year (season)

■ Airline passenger volume

Health maintenance organization (e.g., Aetna, Cigna)

■ Average caseload-to-staff ratio ■ Employer retention rate

■ Employer retention rate ■ Market share percentage

Car dealership

■ Customer acquisition cost ■ Number of trade-ins ■ New claims for unemployment

■ Number of new customers

Advertising

■ ■ ■ ■ ■ ■

Price points, seasonality, market trends Social media trends Estimates from sales team Prior month sales

Facebook leads Time it takes to close a deal Average price of a deal Duration of the client onboarding process Average renewal rates, repeat business Conversation rates at each stage of the sales process

■ Traffic per store ■ Same-store revenues

■ Number of members ■ Membership dues ■ Total visits ■ Time per visit ■ Bounce rate

■ Number of new clients ■ Average revenue per client

Source: Kip Krumwiede, Lawrence Serven, and Robert Liou, Overcoming FP&A’s Biggest Challenge: Predicting the Future, IMA, August 2021, bit.ly/3xlRwac.

October 2022 / STRATEGIC FINANCE / 39

The components of the Altman Z-score can be easily derived from typical financial statements. They include: ■ Working capital/total assets ■ Retained earnings/total assets ■ Earnings before interest and taxes (EBIT)/total assets (TA) ■ Market value of equity/book value of liabilities ■ Sales/total assets Weighting these components, the Z-score model results in a score that typically reflects the company’s likelihood of default. The three Z-score ranges are: ■ Z-score >2.99 = “safe zone” ■ Z-score between 1.81 and 2.99 = “grey zone” ■ Z-score <1.81 = “distress zone” By keeping a close eye on these metrics, management accountants can conduct scenario planning on the model component ratios that result from the various marketing, operational, and financing strategies considered in the plans.

In their book, Altman, et al., discuss the common causes of business failure, including poor operating performance, lack of technical innovation, deregulation of key industries, high financial leverage, poor liquidity and funding shocks, and unexpected liabilities from litigation. It’s easy to see how these parallel the Profitability Analytics Framework.

For example, unexpected international competition or loss of regulatory protection from competition may lead to business failure. Lack of technological innovation can result in the company being less competitive in the marketplace, either in product offerings, sales and distribution options, or operational efficiency and cost. Poorly executed strategic investing decisions, such as acquisitions that aren’t well integrated, can also lead to business failure.

Overcapacity as a result of poor marketing forecasts or unwise investing can lead to uncompetitive cost and price outcomes. External commodity price shocks that can’t be passed along to customers can lead to business failure; such cost increases may result in customers seeking substitute products or sourcing them from lower-cost countries. Other business failures fit into the “financing strategy” category. High financial leverage leads to a higher cost of capital and more financial risk in times of downturns. Even with short-term financing strategies, insufficient liquidity and cash reserves can also lead to failure if credit supplies unexpectedly dry up, as they did in the United States during the 2007-2009 downturn.

Finally, a robust enterprise risk management assessment is a key to avoiding failure, particularly in industries like pharmaceuticals and mining, where unexpected product or workplace lawsuits can lead to unforeseen liabilities and result in bankruptcy.

Improving the Use of Data Analytics

Financial planning and analysis (FP&A) for resilience and adaptability in uncertain times requires a more sophisticated approach. In August 2021, IMA published another SMA addressing the use of more innovative data analytics in strategic planning. Overcoming FP&A’s Biggest Challenge: 40 / STRATEGIC FINANCE / October 2022

Predicting the Future provided updated insights on how to use data analysis to implement the Profitability Analytics Framework (bit.ly/3xlRwac). Increasingly, organizations are developing (and sometimes sharing) nonfinancial data sources, which many management accountants typically haven’t used in the past, to assist in FP&A. Combined with new data analytics tools, such as machine learning, this data may prove useful in forecasting sales as well as cost components to achieve more accurate financial planning. Examples of potential causal relationships in a sales forecast model for various types of companies are provided in the SMA and in Table 1.

In this new era of data analytics, management accountants are challenged to improve their skills and use more creativity in developing forecasting models. Many data sets can be found on the internet and social media. For example, Google News allows for queries on how many publications contain certain keywords on a given day. An analysis of this data could help accountants forecast demand patterns on specific days of the week or months within the year. Wikipedia provides daily visitor statistics per page. This information could be useful to detect trends in sales or costs, as well as additional information about new products or competition. Financial data for public companies in the U.S. is freely accessible on the U.S. Securities & Exchange Commission (SEC) EDGAR data site. Open-access programming sites can be used to develop a relatively simple method to download this data from the EDGAR site (bit.ly/3ASRg6l).

For more localized data, each U.S. state collects economic data provided by economic development agencies, local universities, city governments, and many nongovernmental organizations. Industry associations, tourism authorities, and think tanks around the world can also provide relevant data. Academic research, too, has provided many examples of using unstructured data to predict changes in stock prices, including using word sentiment analysis in blogs or forum posts, page views of Wikipedia to predict stock market declines, Google search volumes to detect stock market movements, and linking financial news to stock returns. Twitter feeds may be used to predict volatility of stock prices and abnormal stock returns.

Data Analysis Tools and Techniques

Once a causal model has been identified, there are many analytical techniques that can be applied to explore the relationships between variables. Traditional trend lines, bar graphs, and linear regression analysis can be applied using simple Excel tools. Many companies also apply machine learning modeling techniques. One potential advantage of machine learning is that it can model complicated relationships compared to linear regression. For example, deep neural networks, a predominant model in state-of-the-art machine learning systems, are capable of modeling arbitrarily complicated relationships in theory, although the performance in practice is limited to the amount of data available and the affordability of computational resources.

The second advantage of machine learning techniques is that they can incorporate multimodal data, either

TABLE 2: HYPOTHESES OPERATIONALIZING THE PROFITABILITY ANALYTICS MODEL Strategy Element

Hypothesized Relationships that Can Quantitative Influence Strategy/Increase ROA Measurement Variables for Phase 1

Marketing conditions and strategies Market competition for the industry and company can be quantified using the Herfindahl-Hirschman Index (HHI). In this category, structured and unstructured variables from the company 10-K management discussion and analysis section will also relate to revenue management, pricing, competition, advertising, new product offerings, extended locations/market expansion, etc.

■ Market concentration and competition ■ Advertising ■ New products, customers, and distribution channels ■ Better customer satisfaction measures ■ Companies with barriers to entry

■ HHI ■ Advertising cost-to-revenue ratio ■ Revenue from new product lines and new geographic regions ■ Customer satisfaction ■ Unique intellectual property/ patents ■ R&D spending

Operational conditions and strategies Operations relates to capacity, capability, cost issues, supply chains, employment policy, outsourcing, etc.

■ Cost controls ■ New supply chains ■ Labor productivity initiatives, training, and automation ■ Economies of scale and consolidation of facilities ■ Process improvement initiatives

■ Decrease in various operating costs ■ Increased inventory turnover ■ Increased revenue per employee ■ Various productivity/efficiency measures (occupancy rates, etc.)

Investing and financing conditions and strategies Investing relates to acquisition of long-term assets, including research and development (R&D) investments, patents, and divestitures of major units, as well as financing strategies, such as long-term debt, stock sales and purchases, etc.

■ ■ ■ ■ ■ ■

Investment in new equipment Patent filings Acquisitions Divesting underperforming assets New borrowings at competitive rates Refinancing at lower interest rates

structured (quantitative data in financial balance sheets, for instance) or unstructured (such as textual data from financial reports). For example, natural language processing can be useful to analyze investor earnings calls, text in regulatory filings, newspaper and media articles, and other documents. Fortunately, there are a lot of open-source programming resources that can be used to bootstrap the use of machine learning in a specific business situation.

In addition to forecasting, machine learning may be helpful in various process control and improvement initiatives. Most credit card companies use machine learning applications to detect fraud, and many job posting and filtering companies use machine learning to sort applicants and identify the most desirable candidates based on

■ Cash flows from investing ■ Cash flows from financing ■ Interest expense-to-revenue ratio ■ Percentage change in cost of capital ■ Change in liquidity

specified criteria. In fact, machine learning tools may lend themselves to any number of decision tasks or process characteristics.

Making Resiliency Real

Our research draws on the two IMA SMAs to examine how organizations can be more resilient during times of economic crisis. Drawing on The Profitability Analytics Framework, we developed a series of causal hypotheses and possible data measurements for manufacturers that we could derive from published SEC filings. Table 2 provides many of our hypotheses, causal relationships, and data that we used to implement the Profitability Analytics Framework.

October 2022 / STRATEGIC FINANCE / 41

FIGURE 2: OUR MACHINE LEARNING MODELING PROCESS Input Structured data ● Quantitative: e.g., total assets ● Categorical: e.g., SIC codes Unstructured data ● e.g., text from 10-K

Output Meta Learning Hyperparameter tuning Neural architecture search

ROA EBIT/TA Tobin’s Q Sales growth

Preprocessing

Prediction using neural networks

Normalization Imputation 1-hot embedding Text embedding

Specifically, we wanted to explore how companies’ characteristics and management actions implied in the Profitability Analytics Framework affect ROA, EBIT, and Tobin’s Q (the stock market-to-book value of the business). Focusing on U.S. manufacturers, our initial models used structured data from values and ratios reported in the companies’ Form 10-Ks from 1996 through 2018 (available through EDGAR and Compustat).

Figure 2 illustrates how the machine learning modeling process incorporates a variety of data and modeling methods. The input module takes in multimodal data, whereas the preprocessing module performs necessary preprocessing of the data. The prediction module trains a neural network model to fit the data. The meta-learning module tunes hyperparameters (step sizes in the training process, for example) and optimizes the architecture of the neural network (such as the numbers of layers and neurons). The output is ROA, EBIT/TA, Tobin’s Q, and sales growth.

Using primarily quantitative (structured) data from the financial statements, our models allow us to explain about 86% of the current year variation in EBIT, 70% of market-to-book value, 70% of the variation one year in the future, and more than 60% two years in the future. Table 3 provides the results using ordinary least squares (OLS), classification and regression trees (CART), and neural network models, the latter of which are the most accurate.

42 / STRATEGIC FINANCE / October 2022

The Impact of Additional Variables We also incorporated variables created using unstructured data from the 10-K filings for 1996-2018. Using these and other data, we derived variables that represent (1) the impact of natural disasters on the company, measured by specific words from the 10-K (such as flooding, freeze, severe storm, tropical cyclone, wildfire, and winter storm) and (2) measures of business and economic stress exposure (such as disruption of operations, lower demand, employee layoffs, lockdowns, liquidity shocks, and supply chain disruption) and management responses (cost cutting, community engagement, digital transformation, and new product development) using the 10-K text and word dictionaries developed by Kai Li, Feng Mai, Rui Shen, and Xinyan Yan. (See “Measuring Corporate Culture Using Machine Learning,” The Review of Financial Studies, July 2021.)

We also incorporated variables created using unstructured data from the earnings call transcripts for 2001-2018.

Using these and other data, we derived variables that represent measures of corporate culture variables from rhetoric in the earnings call transcripts, using words representing innovation, integrity, quality, respect, and teamwork, from dictionaries developed by Li and colleagues.

TABLE 3: THREE MODELS FOR FORECASTING EBIT Ordinary Least Squares (OLS)

Classification and Regression Trees (CART)

Neural Network

Train

Test

Train

Test

Year t

0.780

0.834

0.799

0.868

0.848

Year t+1

0.614

0.668

0.658

0.715

0.694

Year t+2

0.546

0.621

0.595

0.643

0.608

Note: Results of forecasting EBIT in current year (t), next year (t+1), and two years forward (t+2).

When Disaster Strikes

While natural disasters marginally improved the explanatory ability of the models, the most useful part of our analysis was exploring how the interaction between the occurrence of disasters and various management responses affected company performance. Specifically, the interaction between disasters and the increase in inventory and capital expenditure, and long-term debt reduction, are significantly and negatively associated with EBIT, while the sale of investments is significantly and positively related to EBIT. Unlike results for ROA and EBIT, the interaction between disasters and the increase in inventory and capital expenditure is significantly and positively associated with the company’s market value (Tobin’s Q).

In addition, the interaction between disasters and advertising activities and increases in investments is also positively related to market value, suggesting that investors react favorably to these decisions. On the other hand, the interaction between disasters and sales of common and preferred stocks and other financing activities is significantly and negatively related to the company’s market value, indicating that investors don’t value these decisions. These results highlight the fact that the impact of management’s actions on accounting measures of performance, which are focused on past events, aren’t always consistent with the market’s assessment of the impact of these actions on future stock prices.

Our analysis shows that company actions, as measured by text analysis variables, in times of disasters influence performance in periods after the disaster occurs. Cost cutting seems to be the variable with the most consistent positive results for ROA and EBIT, as might be expected.

If, however, the decisions are made during disaster years, they’ll hurt both current and future performance. In fact, the benefit of cutting costs is offset by the interaction between disasters and cost cutting. The analysis indicates that cutting costs during the disaster year will have a negative cumulative effect on ROA and EBIT. There were, however, opposite impacts of these actions on market-to-book performance—the analysis shows that cutting costs during the disaster year will have a positive cumulative effect on performance. Interestingly, we found that the impact on

performance, as measured with accounting variables such as ROA and EBIT, was quite different from the impact on performance as measured by the company’s market value.

Over the past year, we’ve tested dozens of models with a variety of variables. We’re continuing to refine the models by obtaining additional text resources from earnings calls in order to more accurately measure the external exposures that companies face as well as their real-world actions and responses.

The perennial question of how businesses can improve their resilience to cope with significant economic shocks, as well as ongoing competitive pressures and challenges, is a key issue that deserves attention. With support from the IMA Research Foundation, we’re pursuing answers to how companies can better address this question using a variety of structured and unstructured data and machine learning analysis. Using nontraditional data sources and innovative analysis techniques, management accountants and other financial professionals can now deploy data-driven decision making to advance risk management and mitigation practices to a higher level.

What do we hope to accomplish through our research?

In short, our desired outcome is to develop a better understanding of how to create more resilient businesses and economies using better business planning and forecasting to withstand severe and, as we’ve already seen as a result of the recent pandemic, unanticipated economic stress. SF

Shirley J. Daniel, CPA, Ph.D., is a professor of accounting at the Shidler College of Business, School of Accountancy, at the University of Hawai’i at Manoa. ¯ You can reach her at (808) 956-3249 or sdaniel@hawaii.edu.

Yuanzhang Xiao, Ph.D., is an assistant professor of electrical and computer engineering at the Hawaii Advanced Wireless Technologies Institute, University of Hawai’i at Manoa. ¯ He can be contacted at (808) 956-2623 or yxiao8@hawaii.edu.

Ting-Tsen Yeh, Ph.D., is an assistant professor in the Department of Accounting & Business Law at Louisiana State University Shreveport.

Ting-Tsen can be reached at (318) 795-4210 or tingtsen.yeh@lsus.edu.

October 2022 / STRATEGIC FINANCE / 43

THE CASE FOR

BPM

Business process management offers continuity and consistency to an organization, enhances productivity, and can improve the quality of both data and decision making.

BY DAN CAMPBELL, CPA, AND DEBORAH C. MICHALOWSKI, CPA

October 2022 / STRATEGIC FINANCE / 45

T

imely delivery of data depends on the quality of the processes that drive it. As the call for delivering more meaningful data faster, more frequently, and with flexible and insightful variance analytics increases, there’s a corresponding surge in the demand for more consistency in the way the data is organized and flows. Ultimately, it’s process quality that drives the quality of the decisions made by those who use that data.

There are endless options for comprehensive software solutions intended to help accounting and finance analysts and controllers manage the flow of financial data from source to report and streamline that reporting through “touchless” financial dashboards. These solutions are only as good as the integrity of the data structures that support them.

Further, a network of supporting processes is integral to these structures that deliver the data. The creation, adoption, and maintenance of those process networks and their underlying structures make up the business discipline called business process management (BPM; see “BPM Defined”).

In relation to the business finance, accounting, and reporting goals of an enterprise, the adoption and adherence to the concepts and principles of BPM can ultimately result in greater satisfaction and sense of purpose and fulfillment with both work and life. It also can lead to the support of robotic process automation (RPA) that often creates efficiencies for small and medium enterprises.

It Should Be Simple

There’s broad agreement on the need to reduce reliance on disconnected Excel files to communicate data. In most going concerns, this is a time-consuming and heavy lift, encumbered at scale by the volume of people, business groups, geographies, and data types involved in the consolidation of reporting segments.

Software vendors offer solution packages that make bold promises using flashy marketing showing sharply dressed financial analysts manipulating touchscreens that display instant business metrics and analytics. These tend to be far less magical than the marketing suggests. Conversion to an enterprise solution is labor-intensive—it’s a labor of planning, organizing, and standardizing, and of convincing human beings to change.

For a single-source system to function and report timely and accurately, data structures between individual autonomous product lines and business segments must agree. This often requires the people in control of these segments to conform their thinking and find commonality toward the shared enterprise goals. Real-time financial reporting—flexible, manipulable, and drillable to any level—is entirely contingent on the commonality of the financial hierarchies that support it.

Common standards in the way that people apply data structures depend on agreement among people. People often have preexisting notions of how to define and view their business structures. When a voice from the top suggests that producing an answer to a complicated question “should be simple,” that request is equivalent to asking someone to change the way they’ve always done things.

46 / STRATEGIC FINANCE / October 2022

A Story in Practice

Several years ago, our organization decided that it needed to transform its financial culture to produce a financial workforce that conformed to a world-class set of standardized processes and systems. The top brass selected a leadership team. That leadership team selected a software solution that bolted onto the enterprise reporting system. The software solution would be tasked to integrate all financial forecast data from different locations, business segments, and products into a “single source of truth.”

It was an ambitious goal and a long and arduous journey. In the first level of growth and development, there was an agreement on standards within multiple data hierarchies. The setting of these standards required fundamental changes in the methods that certain business groups used to apply those hierarchies. Some very basic examples of these data structures are as follows: ■ Product-specific data ■ Engineering projects ■ Cost centers and business units ■ Employee data These hierarchies all needed to communicate with each other in a way that allowed, for example, data at the lowest level of inventory to track all the way to producing meaningful results on the enterprise’s balance sheet, income statement (P&L), and cash flow levels for forecast and actuals.

In the process of attempting to implement a single-source solution, the team encountered organically grown, somewhat autonomous functions. The consolidation required human knowledge of unique legacy applications of the system to make the data communicate with itself in a meaningful way.

Any possible reform required governance at the top to conform these historically disparate uses of the same tools and hierarchies.

Establishment of a working governance model was an evolution in leadership, and the solution required teams of specialists to address the detailed logical principles for the business data structures to hash out and link up the functional, locational, and strategic differences that existed.

More importantly, the effort required agreements among the many character profiles of business leadership at these functional and geographic nodes.

The Seed Project

As the teams set out to build standards, we collected an inventory of common problems plaguing finance groups across the business segments. The feedback was hard to ignore. Across all business groups, journal entries reassigning operating expenses from one group to another, generally without changing any of the general ledger characteristics of the expense, were a pervasive and widely reported problem in finance consolidation.

The purpose of these “billbacks” was, ostensibly, to provide accurate cost accountability. In reality, the billback environment amounted to budgetary horse trading, with budget managers going to great lengths to move costs off of their own P&Ls. It was a logistical nightmare, rife with

inefficiency and conflict among finance and operations groups throughout. There were hundreds of thousands of immaterial transactions, causing strain on the journal entry processing infrastructure, moving relatively low dollars, and generating internal debate between department and division controllers. All of this ultimately had a net-zero impact on the overall consolidated P&L. All parties agreed this was a problem, but there was no ownership of the solution.

As the governance model developed and the teams began to normalize the use of the basic business unit hierarchy structure, the data tree was starting to communicate more effectively. This improved data communication produced an opportunity to build a more standardized mode of allocating costs based on a previously established set of drivers. Those drivers would flow spending forecasts and actuals through a system script that allocated costs to their appropriate cost centers. The end result was an automation of allocations from engineering; selling, general, and administrative expenses; and corporate overhead services. The solution found ownership through the establishment of standards.

This happened through the standardization of the business unit hierarchy as well as governance and ongoing maintenance of those standards. And it was sustainable because of an established set of process workflows that identified and documented the way that each of the suppliers, process executors, and consumers of the data results performed their respective processes.

BPM Methodology Principles

The improvements materialized thanks to a disciplined approach to establish and execute process: BPM. The sponsors of these changes, and the teams they sponsored, applied the following core tenets set forth in BPM methodology: Business process ownership. The team identified the people who owned the data and decisions at every stage of the transaction cycle.

Knowledge management. The team identified and defined the processes these owners perform and compared the objectives of the individual processes. They scoped the similarities and differences within those stages, documenting suppliers, inputs, process, timing, outputs, and consumers of information at each stage. The team observed how and where systems were engaged.

Defining the start and endpoints of multiple processes allowed for the building of process structure and networking. It illustrated the connectivity of people, data, and systems. In performing this comparison over the multiple locations and stages pursuing common objectives, the team was in a unique position to begin to propose standards in the usage of those systems, data structures, and interface.

Oversight structure. Having performed the comparisons and derived proposed standards, it was critical to obtain the commitment from stakeholders that would adopt them. The allocations team needed the approval and endorsement of the governance structure. Through combined improvement efforts, a structure of governance boards and functional area councils developed that would oversee and monitor process activities. This was the evolution of the delegation and structuring of BPM governance.

BPM DEFINED BPM is a discipline to discover, model, analyze, measure, improve, and optimize business processes. It’s the brain center, nervous system, skeleton, and muscle that combine the human and system elements of data flow and communication.

BPM applies to all functions of business.

It’s used as a model for manufacturing, for management, and for finance. It’s a model for business living and continuous improvement.

An enterprise can realize process success that exceeds the most ambitious goals and expectations through diligent maintenance of the principles of BPM.

One of the most important fundamental decisions taken by these oversight boards was the agreement on a common virtual location to organize, store, and maintain the inventory of process owners and documentation. This critical decision proliferated culture and access for the BPM community.

Metrics and indicators. Once the processes were implemented, owned, documented, and governed, process owners needed to monitor their performance. This required an established set of business metrics and process health metrics that would allow for a periodic scoring of process performance.

There are abundant examples of these types of metrics.

Some are specific to the business needs of the process.

Some are specific to the timing and completeness of the execution. Others measure the accuracy of the results. Each process is different and requires use of tailored metrics specific to the process and common metrics shared across processes. The important binding component is that the ownership and governance structure must have a forum and a frequency of review and then take action based on the results of process monitoring.

Quality and change management. For ongoing sustainability, the process environment needed a common format for owners to log errors, timing and system problems, or other events that prevented timely and accurate execution.

Sustainability depends on the collection of data on the nature and disposition of these quality events.

The same is true for improvement needs. Ideas for change from the ground level of individual process executors up through the chain of process ownership require coordinated effort for decisions on how and when to make improvements. Process owners and oversight bodies must make decisions based on priority, connectivity into other processes, and resources.

October 2022 / STRATEGIC FINANCE / 47

SAMPLE SOP TABLE OF CONTENTS 1. Process owner. Person who owns, maintains, and executes the process (L2 Business Process Delivery Lead).

See BPM House Pillar below with L2 and other process roles.

Process Leadership

Process Management

BPO Business Process Owner

L1 Business Process Leader

BPM House Pillar

Process Execution L2 Business Process Delivery Lead

L3 Business Process Performer

2. Document history and revisions/approvals. Record version number, revision date, expired date, and document history, which includes areas updated in version number, person making the change and his/her position, and person approving the change and his/her position.

3. Process overview/objective. Provide all the information necessary to explain the process including any supplemental information not included in the following sections.

4. Process flowchart. Best to use a simple flow with no more than five procedures, usually including: process kickoff, gather and consolidate data, review data, report out data, and extract learnings.

5. Systems/tools used. Be very specific so that users can easily find the systems/tools used.

6. Reference materials. List all the potentially online courses, policies, standards, or guidance that might apply to the entire process.

7. Frequency of process. List how often this task/process is conducted (e.g., daily, weekly, etc.).

8. Risks and mitigations/business continuity plan. Risks due to misstatement, existing internal controls, account risk, SOX key controls, etc.

9. Indicators/measurements/key performance indicators (KPIs). Describe how this process is measured.

10. Procedure. Explain the procedure by using a step-action table numbering out each procedural step and the general steps to complete the action. Always end the procedure with “end of procedure,” and the next to last step is to extract learnings from the procedure being executed.

Wind in Our Sails

Separate from the allocations project, financial leadership initiated a structural project to create automated P&L forecasts at the individual product-line level. Each reportable segment of the company would consolidate its product line forecasts into autonomous segment P&L statements, each of which would then consolidate into the overall corporate P&L. These collapsing levels of consolidation needed to agree with the mapping of actual accounting data flow and structure that ultimately routes to external U.S. Securities & Exchange Commission reporting. Ultimately, the investing public is the endstate consumer of forecast to actual analyses, so this ability to reconcile data is critical to all levels of management.

Like the allocations project, this was a tremendous, ongoing multiyear effort. It couldn’t continue to succeed without daily adherence to the principles of BPM, following the tenets set forth previously and leveraging the ground48 / STRATEGIC FINANCE / October 2022

work of the many cleanup efforts that preceded it. This project produced its own set of structural alignments and standardized usage and governance of data hierarchies.

While this was a separate effort engaged by teams separate from the allocations work, an interesting cross-pollination occurred.

The same groups of people who resisted change in earlier efforts began to realize the results of the changes that these teams implemented. Product-line revenue, cost, and allocated spending were now successfully flowing from source to report in a more organized fashion, and the owners of that data were able to access the consolidation in comprehensive and drillable reports. Upon realizing this, data consumers began to use the process documentation and quality management records to learn more about processes upstream and downstream of the processes they owned.

Previously reluctant customers of process change began to inquire whether they might incorporate other areas of

data flow into the automated allocation system to land on automated P&Ls. In two quarters alone during 2022, six different types of cost of sales and spending activity were automated to land on product line P&Ls using structural allocations mapping that originated through the effort to eliminate billbacks.

The journey to link process and data will never be complete, but the consistent application of BPM principles has produced an environment where analysts at all levels of the business are spending increasingly less time on data tie-out and discrepancy resolution, and increasingly more time on trend analysis and meaningful variance explanation. The automation journey is taking shape and aiding in the transition of data owners from number crunchers to well-informed editors of the business story.

Intelligent Automation Tools

These tools are better suited for small and medium-sized companies that don’t have the economies of a large enterprise. They provide BPM efficiencies, nevertheless. Our enterprise was fortunate to have the resources for an enterprise-ready solution that gave us the tools to perform the task. We also had the necessary personnel to see the project to a successful implementation. When you speak of BPM, there are many small and medium businesses that need BPM solutions but may not have the resources afforded to a large enterprise nor the time and labor force required.

Thankfully, BPM works nicely with intelligent automation tools, including RPA and robotic desktop automation (RDA). One such tool is Microsoft Power Automate. Power Automate is an RPA package available to both businesses and individuals, for personal use, through MS Office 365 subscriptions. Like BPM solutions, to start implementation, you need to first understand the process you want to automate, who owns the process, and the stakeholders who will provide inputs or use the output. It’s also important to ask certain procedural questions: ■ Is the process fairly consistent or standard?

■ Do you need to allow for exceptions (nonstandard)?

■ Are there any risks to be considered if the process isn’t performed or is performed incorrectly?

When going through this exercise, it’s important to document your findings in a standard operating procedure template, or SOP. The SOP describes the process and usually includes items such as process ownership, risks/mitigations, and procedures in the table of contents (see “Sample SOP Table of Contents”). The SOP should be written in a way that anyone interested in the process could understand, and it should be maintained and kept current by the process owner.

The difference between a process and a procedure is significant: A process is more surface level, and a procedure is a lot more detailed. The process is used by management to analyze the efficiency of its business, while a procedure includes the exact instructions on how the employee is supposed to carry out the job.

After completing your SOP, you can start to develop the Power Automate flow. The Power Automate software includes templates that you can use to capture the flow that

best matches your process to improve the process efficiency and accuracy. No stones go unturned. When the template is completed, it’s next required to differentiate the electronic process to maintain the Power Automate flow (process detail map) from the human process (SOP).

The electronic process is somewhat like a macro in an Excel workbook. The process might be complex or just a simple repetitive process that makes work more efficient.

For instance, you could set up a process to assist with storing attached documents in email to their respective location in a folder, such as a Dropbox folder. In that case, you would simply use the Power Automate template “Save Gmail attachments to a Dropbox folder” and specify the details of “which email” and “what Dropbox,” allowing access to your Gmail and Dropbox accounts, respectively.

You’d get a notification from Dropbox that a document was just saved. The human process is generally used to initiate, execute, upload inputs, and utilize outputs, as needed. If the human process is detailed, you may need to create an additional desktop procedure document to accompany the RPA SOP.

Robotic Desktop Automation

RDA, also known as attended automation, refers to a desktop bot or virtual assistant bot that lives on an employee or end user’s desktop. Not only does it drive efficiency and productivity, but it also helps to boost employee productivity and increase customer satisfaction.

RDA bots are useful for automating repetitive, high-volume business processes that require no human judgment—for example, extracting data from an invoice using optical character recognition. But most business processes involve tasks and decisions that call upon some human intervention. So where do you start with setting up an RDA? The starting point begins with an SOP for the required process to automate. After it’s tested, you can create the process detail map for the RDA and then an updated SOP for the human steps needed to manage the RDA. BPM and intelligent automation mirror each other in that they allow an enterprise to implement enterprise-wide digital data transformation that will streamline the business process, bring continuity and consistency to business processes, enhance productivity, and make life that much more enjoyable because of it. SF

Dan Campbell, CPA, is a manager in the Corporate Finance Modernization team at Intel Corp. You can reach him at dfcampbe @hotmail.com.

Deborah C. Michalowski, CPA, is a tax manager within Global Tax SOX and BPM Management at Intel. She is also a member of the IMA Global Board of Directors as well as IMA’s Arizona Valley of the Sun Chapter. You can reach her at debmichalowski@gmail.com.

The information and opinions expressed in this article are solely those of the authors and don’t represent their employer.

October 2022 / STRATEGIC FINANCE / 49

BUILDING BETTER REVENUE MANAGEMENT, PART 1 Improving revenue management efforts can help SMEs weather the challenges that arise in times of unexpected change.

BY JODIE MOLL, PH.D., AND OGAN YIGITBASIOGLU, PH.D.

This article is based on a study funded by the IMA® Research Foundation.

October 2022 / STRATEGIC FINANCE / 51

R

evenue management has evolved into a complex and critical function in many businesses. For example, many businesses that use revenue management practices uniquely bundle and price products and services to create customer value in different segments.

Research suggests that successful revenue management can increase profits by as much as 50% (Göran Skugge, “Growing effective revenue managers,” Journal of Revenue and Pricing Management, April 2004).

Following the COVID-19 pandemic, which had a profound impact on businesses and their practices, we set out to get a better understanding of the current state of revenue management practices among small and medium-sized enterprises (SMEs). We did this specifically by investigating how SMEs in the hotel industry in Queensland, Australia, transformed their revenue management during the COVID-19 pandemic (see “How We Conducted Our Study”).

We chose SMEs as the focus of our study because their size makes them particularly vulnerable to the effects of the pandemic (bit.ly/3AXd8yQ). In addition, many SMEs operate with limited cash flows and rely on internal funds and bank loans to finance their activities. And we focused on hotels because the hotel industry has used revenue management practices for decades to innovate and segment products and services to maximize profits—in fact, it was one of the first to adopt revenue management. And much like the world in general, the hotel industry was impacted significantly by the COVID-19 pandemic. Sharp increases in cancellations and large declines in bookings created major challenges for hotels—particularly SMEs.

HOW WE CONDUCTED OUR STUDY For our research, we interviewed revenue managers of hotels and consultants in the hotel industry in Queensland, Australia. The tourism industry is a significant contributor to the economy of Queensland— indirectly, it employs 1 in every 11 people in the state according to the Queensland Government tourism market profile (bit.ly/3QZZtfW).

The sample included 14 hotels that were considered small, employing fewer than 20 employees. There were seven interviews with medium-sized hotels and three with consultants from the industry, totalling 24 interviews. Two participants were part of a revenue management team that managed a small chain of medium-sized hotels, and the remaining hotels were independent. In terms of locations, there were 14 hotels from coastal southeast Queensland, three from coastal north Queensland, and the remainder were not on the coast.

Revenue Management in Hotel SMEs Our work builds off the IMA® Statement on Management Accounting (SMA) Revenue Management Fundamentals (bit.ly/2R1fJmF), which provides a framework that businesses can use to evaluate the maturity of their revenue management practices (see Table 1). The framework includes four classifications of revenue management ranging from lower intensity (Level 1) to higher intensity (Level 4). We found that SMEs in the hotel industry tended to have Level 1 and 2 revenue practices. In other words, since the pandemic began, they made few changes to how they undertake revenue management.

Many managers working at SMEs rely on market-standard prices. During COVID-19, with the market upended and significant uncertainty, they also relied on their intuition to predict customer behavior. Their approach is to adopt overly simplistic practices, like a one-size-fits-all product or service that’s priced the same for all customers. These are consistent with Level 2 pricing-basis practices described in the SMA (see Table 2).

This won’t optimize the business’s profitability, yet many SMEs continue to use it as the basis for decision making. While the reduced cognitive load required by 52 / STRATEGIC FINANCE / October 2022

this approach may allow for rapid decision making, businesses that use it continue to invest in unprofitable customer relationships, resulting in excessive margin leakage.

Based on our observations, we’ve identified 10 ways businesses can unlock their revenue management potential to be better prepared and well-positioned to optimize their profits when unexpected change occurs (see Table 3). Part 1 of this article will look closely at the first five, and Part 2 in November will look at the last five.

Though not every industry and business will benefit from the lessons we outline for building better revenue management practices, our findings may apply to businesses in other industries that operate with a fixed capacity of a perishable product.

1. Develop your revenue management knowledge and capabilities.

When asked about the capabilities and skills that are critical to building effective revenue management, general

TABLE 1: FRAMEWORK OF REVENUE MANAGEMENT PRACTICES REVENUE MANAGEMENT PRACTICE

PRICING BASIS

INVENTORY ALLOCATION

PRODUCT CONFIGURATION

DURATION CONTROL

LOWER INTENSITY (LEVEL 1)

(LEVEL 2)

HIGHER INTENSITY (LEVEL 4)

(LEVEL 3)

RESOURCEFOCUSED Pricing is primarily cost-plus or following not-for-profit objectives.

Pricing follows market standard prices. Limited variation in prices among different groups or area trends.

Pricing is strategic, aimed at a price point relative to the market. Pricing captures differences among groups or area trends.

CUSTOMER NEEDS-FOCUSED Pricing is based on the value of specific product attributes. It captures differences among customer segments.

AD HOC No change or infrequent changes in price and customer priorities, often informed by unstructured judgment.

A fixed schedule determines how prices and priorities change over the year. These are across-the-board changes.

Periodic review to inform price and priority changes.

Changes target groups of products and broad time periods.

SYSTEMATIC Constant review to inform price and priority changes.

Changes target individual products and specific time periods.

PHYSICAL DIFFERENCES Offerings are made using diverse inputs and processes.

Product range doesn’t aim to segment customers.

Offerings vary in either inputs or processes. Radical new products are introduced as tactical responses.

Offerings are built from a set of core inputs and processes.

Occasional use of radical new products. Product range is structured around add-ons.

NONPHYSICAL DIFFERENCES New products are regularly created using existing core inputs and processes. Product range is structured around restrictions and add-ons.

REACTIVE IMPROVEMENTS Initiatives target overall improvement or to speed up internal processes as problems arise without focusing on reducing customer variation.

Initiatives detect and alleviate bottlenecks. The focus is on internal activity, with indirect effects on reducing customer variation.

Initiatives actively mitigate the internal effect of customer variation. There is limited focus on changing customer behavior.

STABILIZING USAGE Initiatives regulate customer arrivals and discourage bespoke requests with a strong focus on changing customer behavior.

Source: Julie Harrison, Frederick Ng, Paul Rouse, and Monte R. Swain, Revenue Management Fundamentals, IMA, October 2020, bit.ly/2R1fJmF.

managers suggest that those involved in the revenue management function can benefit from learning a wide range of technical skills, including how to scan the market and how to understand and develop products and services that create value for profitable customers. They also feel that

some staff lack knowledge of basic accounting principles, such as calculating profit margin and break-even point.

In an interview, one manager said, “The revenue manager that I originally had here just stared at me blankly when I asked her what our profit margin was, so she did not October 2022 / STRATEGIC FINANCE / 53

TABLE 2: PRICING BASIS PRACTICES

CUSTOMER NEEDS-FOCUSED (Level 4)

RESOURCE-FOCUSED (Level 1) Pricing is primarily cost-plus or following not-for-profit objectives.

Cost-plus ■ Labor, materials, overhead ■ Manufacturer’s suggested retail price Fixed prices ■ Set and forget

Pricing follows market standard prices. Limited variation in prices among different groups or area trends.

Pricing is strategically aimed Pricing is based on the at a price point relative to value of specific product the market. Pricing captures attributes. It captures differences among groups differences among individual or area trends. customer segments.

Seasonal pricing ■ Winter vs. summer ■ Public holidays ■ Artist is touring

Differential pricing ■ Time/day part ■ Different channels ■ Zone pricing

Individual attributes ■ Pay for features ■ Terms and conditions ■ Advance bookings

Matching competitors ■ Follow market rate ■ Recession-adjusted

Group attributes ■ New target market ■ Corporate rates

Eliciting willingness to pay ■ Dutch auctions ■ Negotiation ■ Customer elasticity ■ “Tall” price range ■ Dynamic pricing

Ad hoc goals Product popularity Strategic ■ Reaching a one-off target ■ Prices up if sales are high ■ Lead-in prices ■ Sustainability ■ Quality level ■ Customer psychology

Source: Julie Harrison, Frederick Ng, Paul Rouse, and Monte R. Swain, Revenue Management Fundamentals, IMA, October 2020, bit.ly/2R1fJmF.

Few managers that we interviewed had training in revenue management.

54 / STRATEGIC FINANCE / October 2022

understand what we had to sell [rooms] for breakeven. It just went over her head.”

General managers and revenue managers note an increasing expectation today that revenue managers have strong analytical skills. Supposing the intent is to provide information to support others in the decision making, which was typically the case for medium enterprises, general managers may also require revenue managers to know data visualization best practices.

Few managers that we interviewed had training in revenue management. One was studying revenue management as part of a master’s degree, and several others had majored in accounting for their undergraduate degree. We found that the career path for most revenue managers and others tasked with revenue management began in the hotel reception. Over time, people worked their way up to be part of a dedicated revenue management team.

Accounting and finance professionals are well-positioned to support revenue management. Pricing decisions usually draw on techniques familiar to finance professionals, such as competitor- and cost-volume-profit analysis. When forecasting profits and making pricing decisions on new products and offerings, it’s important that revenue managers and finance professionals agree on the assumptions and

TABLE 3: 10 WAYS TO BUILD BETTER REVENUE MANAGEMENT

PART 2

PART 1

KEY QUESTIONS TO ASK 1. Develop your revenue management knowledge and capabilities.

■ Do you know how to compute the break-even point or conduct a cost-volume-profit analysis?

■ Do you know how to use calculations to determine your most profitable customers?

■ If you provide information for others to make decisions, do you know how to choose/create an effective visual?

2. Review your revenue strategy.

■ Does your revenue strategy change in response to the changing market conditions, like those that have occurred since the onset of COVID-19?

3. Focus on value instead of price.

■ Value, not price, is the lifeblood of your business. What are the most valued aspects of the guest experience?

4. Develop clear price fences.

■ Do you charge guests for services that aren’t part of a package?

5. Consider which businesses are in your competitive set.

■ How frequently do you consider which businesses should be part of your competitive set?

6. Avoid lowering prices and deep discounting.

■ Lowering prices and discounting may affect your profitability in ways you might not expect. Do you have a clear pricing strategy that doesn’t compromise long-term profits for short-term gains?

7. Forecast your revenue.

■ What data sources, including historical and external (e.g., COVID-19 numbers, air travel schedules), do you use to forecast revenue?

8. Reconsider your performance metrics.

■ Do you use performance metrics such as Total RevPar and conversion rates to support your revenue goals?

9. Develop a communication strategy.

■ Do you believe that all customers are equally profitable? Do you lead with price in your communications, or do you focus on the unique experience being offered?

10. Integrate accounting and nonaccounting data.

■ Do you have well-defined processes to collect and assemble internal and external data sources for decision making?

variables of their financial models, including the drivers of revenue and costs. Finance professionals are also likely to be knowledgeable of antitrust legislation. They can advise management on illegal pricing practices like collusion.

In several small hotels that didn’t have a designated revenue manager, the managers outsourced their revenue management function to external parties to benefit from their in-depth market knowledge and superior data analysis capabilities.

2. Review your revenue strategy.

According to Rita McGrath, a professor at Columbia Business School, businesses operate with a transient com-

petitive advantage. From a revenue management perspective, this means they need a strategy that identifies the most profitable customers for the business. That strategy will guide the organization for any subsequent actions.

To calculate which customer segments provide the most significant returns, businesses need an understanding of the customer value, the customer’s willingness to pay, and the costs to serve. Customer profitability analysis and customer lifetime analysis can support the development of revenue management strategy decisions about customer segments.

Our study found that the target customer segments changed for many hotels during the pandemic. For instance, October 2022 / STRATEGIC FINANCE / 55

block bookings from international tour agents stopped in Queensland because of government-related travel restrictions. There were also times when travel restrictions were introduced between states. Hotels were forced to rely on local “drive” markets (i.e., people who lived locally in South East Queensland wishing to have a vacation but staying close to home). According to our participants, the drive market guests tended to stay for shorter periods than interstate/international visitors, but their willingness to pay was generally higher.

Revenue managers also noted that some guests’ length of stay also changed. For example, some guests may prefer more frequent but shorter stays. In such situations, understanding the cost to serve the customer and their willingness to pay is helpful for developing a business revenue strategy that will optimize the business profitability.

In noncoastal and northern Queensland, many hotels operated with a revenue strategy that previously targeted “gray nomads” (people aged over 55). Many of these people tend to live in southern Australian states and travel to Queensland during winter months and the low season.

A local tourism advisor in central Queensland and some hotel managers managing properties in North Queensland suggested that since the onset of COVID-19, there had been increasing interest in traveling to these locations from families with small children and people with pets.

Prior to COVID-19, many hotels in cities such as Brisbane and the Gold Coast had relied on events near convention centers to bring them customers. They lost their target market due to the government measures introduced in response to COVID-19. Travel restrictions between states also meant that hotels in cities that relied on corporate travel experienced a sharp decline, forcing them to review their revenue strategy.

Since the pandemic began, many hotels with clear revenue strategies have discovered they’d become complacent about their revenue strategy. In an interview, a manager commented: [We had many] group tours coming in—cheap rate, cheap dinner, and taking up most of the rooms. And what compounded that misery was the fact that the tour companies would come to us every year and go, “Oh, can we just roll the contract over for next year?” And this place would go, “Yeah, no problem” and not even ask for a rate increase, which, for me, is just insane.

Several hotels that took part in our study had allocated bookings to corporate clients and had agreed on a corporate travel rate. But as time went by, they neglected to update the rate and had overlooked the cost of serving these customers. The sharp decline in corporate customers prompted them to review the terms of their agreements with corporate clients and recalculate the cost to serve this segment.

In doing so, some revenue managers realized they had more profitable customer segments they could have served and that their rates weren’t providing the margins they expected. By setting aside such a large percentage of rooms for customers in this segment, these businesses weren’t optimizing their revenues. The takeaway is that if you don’t regularly review the business’s revenue strategy, it may be long overdue for an update.

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3. Focus on value instead of price.

Businesses need to consider what they offer to their target customers. What would make a particular type of customer’s stay more enjoyable or productive? For instance, business travelers may consider how their stay may affect their productivity. They may look at the distance of the hotel from any meetings they’re attending or the availability of room service if they intend to work in the room and are trying to limit their use of communal spaces. A family may look for benefits that make their stay more relaxing, such as room service, kids’ clubs, and the availability of other leisure activities. They may look for bundles such as room rates that include breakfast or “kids eat free” promotions.

Before vaccination programs were rolled out and when it was commonplace for new border restrictions to be put in place at a moment’s notice, all hotels we spoke to had changed their cancellation policy and refunded guests when payment had been taken in advance. Toward the end of 2020, when uncertainty about the pandemic remained high, many SME hotels also changed their booking policy so they would only take payment 24 hours before arrival because of the significant work involved when refunds are requested.

Some hotels have been innovative in developing new customer packages to gain market share. One, for instance, developed a package that sought to address the unmet needs of customers—in this case, couples who would usually vacation abroad. The hotel developed an international date-night package to reproduce a traveler’s experiences in countries like France. Aside from the room, the package included food and experiences (e.g., boat rides) that might be typical of the international location. A manager of a hotel said: We’ve recently launched an international date night with a French theme so that people will stay and can eat in our French restaurant. And there are little French touches to what they do.

The thought process behind [the package] is, “Well, we can’t travel the world. We’ll bring the world to you.” And there are recommended French movies on Netflix.

Others included free parking in their package, recognizing that the new “drive” market was likely to value this add-on. Hotels can provide some of these services at no additional cost to the business. Some hotels include other products, such as a free welcome drink at the bar, expecting to increase total revenue per available room (Total RevPAR) since customers will often decide to have more than one drink. Because of COVID-19 measures, several hotels that didn’t have restaurants organized partnerships with food delivery companies and arranged for the cost of any orders to be charged to the client’s hotel bill.

It’s worth noting that a better understanding of what services and products add value from a customer perspective can help identify nonvalue-added services that the business can stop offering.

Understanding the value of the business’s product or service bundle from a customer’s perspective need not be an expensive exercise given the prevalence of online surveys and rankings such as Tripadvisor. For instance,

Organizations need to develop a systematic approach to monitoring their competitive set.

our research found that some hotels strongly encourage customers to post reviews on ranking websites. By keeping track of these reviews, revenue managers can learn more about the value of their products from the voice of the customer. As part of their revenue management practices, other hotels send customers a survey once they depart to learn more about their experience and what they look for when choosing a hotel.

4. Develop clear price fences.

Once a business has segmented its customers and sought to understand how particular segments perceive value, it can establish price fences. A price fence ensures consistency in the experience and helps avoid revenue leakage.

Listing pricing fences in the business pricing policy means clear guidance is available about what options are available to customers in different packages. The pricing policy should describe what differentiates the packages so additional services not included in the package aren’t offered or negotiated. If a guest wishes to have additional services, they should be charged in addition to the rate of the package. For example, a hotel manager commented: The only way they would get to our hotel is by driving, so we offered complimentary parking…. But we can’t go on forever [offering free parking]. So we’re slowly telling them we’ve now gone from complimentary parking to a $19 valet parking.

5. Consider which businesses are in your competitive set.

Benchmarking performance against a competitive set is a critical process for understanding how the business offering may add value to customers in unique ways. It also helps to gauge the customer’s willingness to pay for particular

services. The critical question is: What would the customer do if the business stopped operating? Answering this question will help managers identify the competitive set.

But keep in mind that the competitive set isn’t static, and challenges faced by SMEs since the onset of COVID-19 could mean that the set of competitors may have changed.

For instance, our research shows that some hotels weren’t fully operational during the pandemic because they couldn’t find the staff needed to operate at total capacity.

Others may have ceased operating entirely. Still others may have tried to reposition themselves and upgrade their offerings or provide different offerings. For instance, one manager explained that they had upgraded some of their rooms: We introduced a new premium range, and that range allowed us to market the property at a much higher rate per night and put it into a different category. That’s been quite a big deal.

Any of those potentialities could impact the competitive set. Organizations need to develop a systematic approach to monitoring their competitive set and regularly revisit whether that same set should be used to benchmark performance.

But managers don’t have to base the competitive set on a hunch. According to participants in our study, the number of customer inquiries that hotels receive has increased since the pandemic began. Customers are making more phone inquiries to ask about price matching and offerings.

This provides an opportunity to learn what these potential customers perceive to be the hotel’s competitive set. Online travel agent (OTA) platforms may also provide a cheap and easy way to learn more about competitors. They provide detailed information about competitor offerings and promotions.

A Step Forward

These first five ways to build better revenue management are only the beginning of the conversation. (The next five will be covered in the November 2022 issue of Strategic Finance.) While the focus of our research was on SMEs in the hotel industry, we do believe the overarching concepts are broad enough to be applicable elsewhere.

SMEs on the lower-intensity side of the revenue management scale have an opportunity to take simple but effective steps to build up the intensity and sophistication of their practices. Moving from relying on instinct and one-size-fits-all decisions in regard to pricing and offerings to a data-backed understanding of their customers, their business, and the market will not only help them weather challenging times but also give them an advantage over their other competitors. SF

Jodie Moll, Ph.D., is an associate professor at Queensland University of Technology and a member of IMA. Jodie can be reached at j2.moll @qut.edu.au.

Ogan Yigitbasioglu, Ph.D., is a senior lecturer at Queensland University of Technology. He can be reached at ogan.yigitbasioglu@qut.edu.au.

October 2022 / STRATEGIC FINANCE / 57

ETHICS: THE POWER OF TRUST IMA’s latest ethics course explores how trust impacts and is an important component of personal and organizational ethical standards.

This course offers important guidance in understanding the fundamental elements and culture of trust.

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TECH FORUM | 59

TOOLS OF THE TRADE | 61

EXCEL | 62

TECH PRACTICES | 64

TECH FORUM

A GLASS KEYBOARD THAT TAPS BACK

BY MICHAEL CASTELLUCCIO

Innovations for personal computers are almost always about anything but the keyboard. New processing chips, new all-in-one or two-in-one configurations, curved monitors, ergonomic mice, multilens cameras, upgraded speaker systems—yet the system’s most essential interface, the 142-year-old QWERTY keyboard, is mainly forgotten.

T

Apple’s U.S. Patent #11,366,523

oday, however, there are rumors that Apple is working on a revolutionary allglass Mac keyboard, and a London-based start-up, Pentaform, is offering on the Indiegogo funding platform a conventional-looking keyboard called Abacus that’s a complete computer. Neither product is currently available, but you can get a preview of Apple’s new way of typing on a glass screen in the iOS 16 update.

Apple is one of the most successful tech companies at keeping quiet about what they’re working on next, but there’s a way to get a glimpse inside. Apple patents often foreshadow what’s to come, and the www.patentlyapple.com blog reports on and dissects the company’s latest intellectual property. For Apple, these patents can appear in sudden bursts. On July 5, 2022, the blog reported that Apple won 53 patents that day, covering touch ID for the Apple Watch among others, and a similar headline on August 30, 2022,

claimed Apple won 66 patents that day.

HAPTIC GLASS The speculation about an all-glass Mac keyboard derives from two Apple patents and a subtle feature embedded in the iOS 16 update that allows you to turn on haptic feedback for keyboard taps on your iPhone. The official release for the new phone operating system was September 12, 2022, and for those downloading it, there’s a haptic feedback toggle in the settings that can add a fingertip bump on the keyboard as you type. The tap-back is actually caused by a localized vibration through the phone’s glass.

This haptic feedback add-on might also be Apple’s way of paving the way for a major Mac debut later.

Apple’s first patent for a glass keyboard was granted in August 2021 (#11,099,649). The patent papers describe a device that includes “a base portion flexibly coupled to the display October 2022 / STRATEGIC FINANCE / 59

TECH FORUM

Pentaform’s Abacus keyboard computer, www.pentaform.co.uk.

portion and comprising a glass member defining a keyboard region configured to receive user input, a first haptic actuator configured to produce a first haptic output at a first area of the keyboard region, and a second haptic actuator configured to produce a second haptic output” for a trackpad area.

Patent #11,366,523 (June 2022) is even more interesting. The sketch Apple provided (see p. 59) shows an all-glass keyboard, a fingerprint sensor field (the circle at the bottom right), two wrist sensors that disable the trackpad while you’re typing, and a rectangle in the lower left to set your phone on for wireless inductive charging. In addition, “The sensing system (glass) may include a touch sensing system configured to determine the location of the touch input and a force sensing system.” The glass layer will be able to “locally deform” or actually depress with the force of the touch, mimicking the feeling of key travel as with mechanical keys. That flexibility in the glass also could be used to let you feel not only the depressing action but also edges of the keys to locate your touch.

Alex Blake of Digital Trends writes that kind of glass might remove the embedded keyboard mechanisms in MacBooks, allowing Apple “to make its laptops even thinner [and lighter] than they already are.”

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Other benefits would involve swapping language keyboards quickly and easily, and Apple might even add the type of customizing you can get with mechanical keyboards, which let you change the key switches for a louder or softer click and a stiffer or softer touch. And would it be possible for an AI function to track and learn your peculiarities and weaknesses, which keys you most often miss, for instance, to slightly adjust key size and locations to correct that for you? If the haptic, deformable, all-glass Mac keypad ever gets developed, this certainly would offer a notably different way to interface with our computers.

One other recent experiment with keyboards, the Abacus personal computer by Pentaform, is in the final funding stage of its campaign on Indiegogo. This small keyboard raises the question: How much more portable would your PC be without its monitor?

The base model is $149, and you can connect it to video devices such as smart TVs, computer monitors, tablets, and computer and gaming monitors. It has Windows 10 on board, and it will run Linux as well. The Abacus is definitely worth watching when it’s released in February 2023.

These two interesting exceptions hopefully will encourage other experiments with the oldest component still plugging along in our modern computers, the keyboard. SF

“Haptics is the missing piece of the puzzle in our interactions with technology.”

—ultraleap.com blog

SF PICK

TOOLS OF THE TRADE

1

GALAXY Z FOLD4

Samsung released two new foldable phones and a new generation of smartwatches at its annual August Galaxy Unpacked. The new Galaxy Z Fold4 has a slightly wider screen, measures 6.11" ✕ 2.64" ✕ 0.62" closed, and weighs 9.28 oz. The 6.2" cover screen offers the benefits of a conventional phone, but the folded-open 7.6" screen with Multi window provides twice that for a tablet-size work area or a side-by-side dual screen.

You can split the screen to use up to three apps, with drag and drop across the apps, and the task bar has been improved to see more apps in Multi window. The overall size is thinner and lighter than the Fold3, making it more comfortable in your pocket, and there are improvements for durability.

The phone and the hinges are aluminum, and the cover screen and back cover are Gorilla Glass Victus. The body provides IPX8 water resistance. Improvements for the cameras include an increase in the wide camera to 50MP, and the telephoto now has 3X optical zoom for a 30X Space Zoom. Lowlight environments are now more manageable with a premium-level Nightography. www.samsung.com

2

1

screen in the cover. With that cover screen, you can display a calendar, notes, the weather, and a clock; unlock the device with its fingerprint reader; use its quick settings to silence the phone or answer phone calls; use a button to snap photos; and much more, all without opening the phone. And there’s a load of widgets and apps to add to the list of functions.

If you’re still curious about the fold failing, Samsung says the flip should be good for 200,000 folds—that’s about 100 folds per day over five years. The glass panels and cover screen are Gorilla Glass Victus, and the frame is Samsung’s own Armor Aluminum. www.samsung.com

3

The new Watch5 from Samsung combines fitness and health features with the Wear OS codesigned

by Samsung and Google.

GALAXY Z FLIP4

When open, the Galaxy Z Flip4 looks and works like an ordinary smartphone with a 6.7" Dynamic AMOLED 1,080 ✕ 2,640 screen, but when you fold it, the size collapses to about three inches with a 1.9" Super AMOLED

GALAXY WATCH5

2

The watch body still has an aluminum frame, but the display now is sapphire crystal instead of the previous Gorilla Glass to ensure a scratch-free lens. Water and dust resistance rating is still MIL-STD-810H, protecting against water up to 50 meters. The battery is slightly bigger than the Watch4. Samsung’s Health app lets you track workouts, record your sleep, and measure heart rate, ECG, blood oxygen, and body composition, and it has added the ability to measure changes

4

to 1TB. The ports include two USB-A, one USB-C, one HDMI, an audio jack, and a proprietary charging port.

The battery lasts up to 10 hours. www.hp.com SF

3 in skin temperature. To take advantage of this new function, you’re asked to establish a baseline by taking readings over time. www.samsung.com

4

HP PAVILION AERO 13

The HP Pavilion Aero 13 is a nicely designed, very capable, lightweight ultra-portable laptop for less than $1,000. It weighs only 2.2 lbs. and measures 11.7" ✕ 8.2" ✕ 0.7". The cover is aluminum, and the keyboard is compact with a glass touchpad and a fingerprint reader below it. The Aero display is 13.3" with 1,920 ✕ 1,200 pixels.

The central processors are available from AMD Ryzen 5 to Ryzen 7, memory is from 8GB to 16GB RAM, and storage SSDs range from 256GB

Keep up with the ­latest tools and trends in ­technology with SF TECHNOTES, now a semimonthly blog at SFmagazine .com.

October 2022 / STRATEGIC FINANCE / 61

EXCEL

NEW FORMULA TO SHOW IMAGES IN EXCEL A new IMAGE function has been released to Microsoft 365 Insiders. It allows you to easily insert an image in any cell using a formula and the image URL from the web.

BY BILL JELEN

See more figures in the website version at:

SFmagazine.com

62 / STRATEGIC FINANCE / October 2022

I remember receiving a telephone call in February 2002 from Jerry Kohl, who owned a chain of 20 women’s boutiques.

He could get a report from the pointof-sale system showing all items sold in the last week across the entire chain.

With 2,000 items for sale, no one was taking the time to glean anything useful from 40 pages of Excel data. Jerry knew how to use Excel to filter to all handbags and how to sort the report descending by quantity sold. But it was still a boring black-and-white printout.

Jerry had an awesome idea: Is there a way to filter to the top 10-selling handbags in the last week and display a one-page report with their images? Back then, I had to write some code in Visual Basic for Applications (VBA) to achieve the goal. But the report quickly became popular: It was hung up in the break room of all 20 stores, was posted on the bulletin board in the home office where the designers were working on new products for next season, and was posted

near the buyers so each buyer knew to keep those 10 handbags in stock at each store.

When Microsoft released the new IMAGE function in late August 2022, I called Jerry to tell him that his idea was 20 years ahead of its time. That difficult dashboard of the top 10-selling products can now be done easily using one regular Excel formula.

In the simplest form, the basic syntax is =IMAGE(“Image URL”). That’s all you need to display an image in a cell.

When inserted among several rows of data, as shown in Figure 1, the images will be rather small. But hover over a displayed image in Excel, and a larger version of the image appears as a pop-up card next to the cell.

Optional arguments allow you to specify alternative text for the image and to control the sizing of the image within the cell.

EASY TO SORT OR FILTER In the past, if you tried to insert an image into a cell, you had to be careful that the cell was never resized to be smaller than the image. In those cases, the images would fail to sort if they weren’t completely inside the cell. Filtering would work, but using the Advanced Filter to copy to a new range would cause the images to not appear in the output range.

The image returned by the new IMAGE formula is a new data type that resides in the cell. You can easily sort or filter the data, and the image moves with the cell that contains the formula. You can use Filter, Advanced Filter, and even the XLOOKUP, SORT, and FILTER functions to move the images to a dashboard or report.

EXCEL CACHES THE IMAGES When you first display an image in the workbook, Excel will download the image, compress it to one-fifth the original size, and store the image in the workbook. If you copy the IMAGE formula to 100 rows of data, you’ll see each formula change to a #BUSY! error for a few seconds while the images are downloaded and pro-

cessed. Once the images are stored in the workbook, it will be very fast to display the images, even if you’re using FILTER or XLOOKUP to deliver certain images to a dashboard.

While this strategy is generally good, I’ve heard of a few people who want to link to a dynamic image that changes throughout the day. This isn’t going to work with the IMAGE function. Once the image is cached in the workbook, Excel isn’t going to waste bandwidth pulling a new image at every recalculation of the workbook.

LARGER CELLS DISPLAY LARGER IMAGES If you increase the height and width of the cell that contains the image, the image will resize proportionally until it matches the height or width of the cell. In Figure 2, rows 13 and 14 have a row height of 133. Columns H:J have a column width of 21. A single formula in H13 returns all six images shown in the figure: =IMAGE(WRAPROWS (FILTER(D4:D500,E4:E500= "Featured"),3)).

Working from the inside of the formula, the FILTER function finds all the image URLs where column E indicates that the product is a featured product.

Next, the WRAPROWS(…, 3) function wraps the list of matching image URLs into several rows of three columns each.

Finally, the IMAGE function retrieves the images of the six featured products. In this scenario, you wouldn’t need to show the hundreds of images in C4:C500. The FILTER function identifies the top products, and then the IMAGE function returns the image of just those items.

That single formula in Figure 2 replaces more than 50 lines of VBA code that would have been required previously. SF

Bill Jelen is the host of MrExcel.com and the author of 67 books about Excel. He helped ­create IMA’s Excel courses on data analytics (bit.ly/2Ru2nvY) and the IMA Excel 365: Tips in Ten series of micro­learning courses (bit.ly/2qDKYXV). Send questions for future articles to IMA@MrExcel.com.

Figure 1

Figure 2

To preview the IMAGE function, search for “Join Office Insider” and follow the steps for Insider Beta Channel.

October 2022 / STRATEGIC FINANCE / 63

TECH PRACTICES

TIME FOR NEW GENERAL LEDGER SOFTWARE?

BY AHARON YOKI, DBA, CPA

The decision to implement new general ledger software requires research, project planning, and engagement with all the stakeholders it will impact.

G

eneral ledger accounting software is the primary resource for information the CFO communicates to the organization’s stakeholders. Shifting to remote work during the pandemic raised many organizations’ awareness of their current software limitations and inspired CFOs to consider upgrading their software.

This accounting software can be generally classified into five categories: 1. Manual bookkeeping. This includes paper ledgers and computer-based spreadsheets. Manual bookkeeping can be an easy start-up tool for a small, cash-based sole proprietor, but it’s quickly outgrown.

2. Small business. Small business software was historically the “off the shelf” option, either networked locally or a single installation, but small businesses have mostly shifted to cloud-based subscription services.

3. Mid-market. Mid-market systems, such as Sage Intacct, Microsoft Dynamics, and NetSuite, provide another cloud-based option for greater customization and capacity for more complex transactions in a much larger accounting database. Mid-market systems require more time for software research, understanding the vendor options, implementation planning, and multiple discussions with implementation vendors prior to moving forward. Each organization must include impacted teams in the discussion and ensure the implementation vendors can deliver the promised system integration.

4. Enterprise. Enterprise software, or enterprise resource planning (ERP) systems, include general ledger functionality and reporting, and also software modules to manage human resources, supply chain and procurement, production, and sales and customer relationship management.

Initial implementation of an ERP system can

64 / STRATEGIC FINANCE / October 2022

take years, roll out in segments, and cost from millions to tens of millions of dollars. Organizations justify the hefty ERP implementation costs by considering the benefits of consolidating disparate data from multinational operations with different reporting dates and foreign exchange calculations.

BENEFITS AND RISKS OF SOFTWARE UPGRADES Advances in accounting software can eliminate manual processes and provide better report writing tools, improved data input, and better security. Organizations have historically asked the accounting office to provide interim data to operations and marketing, who then have had to massage that data into their report structure needs. Accounting departments have been reluctant to provide system access to outside departments because of internal control considerations, and rightly so. Role-based security that enables view-only access can provide credentials to nonaccounting managers to generate on-demand reports. From application program interfaces to operational and marketing systems, these reports can greatly reduce the cycle time to provide data to internal customers.

A key consideration for any organization is its accounting software’s risk of software obsolesce. Obsolete software may cause unexpected conflicts with current operating systems, server software, device drivers, and security applications. A server update that prevents the accounting system from loading would bring the accounting shop to a standstill and require an immediate unanticipated spend for software updates. The scenario would be significantly more precarious if the general ledger system were no longer supported and not compatible with current operating systems. In that case, a

potential software failure could lead to catastrophic data loss and interruption.

EVALUATING NEW ACCOUNTING SOFTWARE Internal personnel, interdepartmental, and external impact are important factors with new software. The software change will impact the accounting office the most, and if your accounting office is small enough, you should invite everyone to the initial internal conversations.

There are three major reasons for this. First, it’s useful to collect information about the current system’s limitations from the team that’s hands-on with the software daily. Second, it’s an opportunity to gain buy-in from the team. Third, the team will have concerns about learning new software, their ability to continue to process transactions daily while migrating to the new system, and job security. The news of automation’s impact on the accounting profession has caused some job fear, and leadership needs to present the software installation as an opportunity to help the staff focus on core functions and increase their value to the organization.

WHAT’S THE ROI? The return on investment (ROI) of new accounting software includes reduced personnel training time, improved system interfaces, and reduced risk of data loss; other returns, such as better engagement with other departments, may be more difficult to quantify, but from a net-present-value perspective, we can identify the initial software costs: ■ Current, first-year costs incurred: initial software, configuration, installation, and training ■ Annual costs discounted to first year: subscription, hosting, maintenance, and training ■ Technology costs released: current IT support, current subscription and maintenance costs, and current on-site hosting and data management ■ Accounting costs released: current additional activities that may be automated, such as interim reporting, operational reporting, bank reconciliation, and accounts payable key data entry ■ Intangible costs released: reducing the risk that the existing system will no longer be supported

The risk of interruption from software failure or data loss should always be a consideration. Be careful of the sunk cost fallacy: Just because the organization purchased servers and on-premises resources in the past doesn’t mean you should be obligated to continue using obsolete technology.

To the contrary: The local technology team can be released from server management obligations and pivot to higher value-added tasks.

SELECTING AND IMPLEMENTING The first step in installing new accounting software is to contact multiple developers and ask for demonstrations of how their software can meet your needs. You will find that in addition to the current limitations you’ve identified, they’ll likely present other potential risks. Be prepared to invest time providing background information about the number of users, both in accounting and other areas, transaction volume, and the nature of the transitions. You want to ensure you have provided potential vendors with a thorough scope of the system needs.

Most implementation teams are separate entities from the software developer, often a technology consulting practice of a public accounting firm. The implementation team may have exclusive rights with the developer, but don’t hesitate to explore a different implementation team if you don’t feel the team presented to you will meet your needs. The implementation team should be able to provide a firm commitment to the “go live” date and to clearly outline the amount of included support and training post “go live.”

Investing in new general ledger software is an expensive proposition that should engage your accounting team, other departments, suppliers, and customers. Careful software selection, project planning, and a strong implementation team that takes the time to learn your business and processes will help align software with your needs and reduce the potential for unexpected delays during implementation. SF

Aharon Yoki, DBA, CPA, is an assistant professor of instruction at the University of South Florida, Muma College of Business, and a member of the IMA Technology Solutions and Practices Committee. He can be reached at yoki@usf.edu or aharonyoki.com.

October 2022 / STRATEGIC FINANCE / 65

LIFE

Aiming High

BY HARI RAMASUBRAMANIAN, PH.D., CMA, CA

T

HE FIRST TIME I HEARD ABOUT THE CMA® (Certified Management Accountant) certification was in January 2017.

I was a doctoral student at Michigan State University at the time and went to the American Accounting Association’s Management Accounting Section meeting in Puerto Rico. At that meeting, I met Lisa Beaudoin (then director of educational partnerships at IMA®), who told me about the CMA Scholarship, among a number of other opportunities. After researching the certification, I discovered that it would be useful to my career and could help in academic collaborations as well as with integrating research and practice.

Receiving the financial support from the scholarship was very motivating. I decided to sit for the CMA as soon as possible, despite having to manage two seminar courses and an Hari econometrics course in my Ph.D. program at Ramasubramanian, the same time. I took both Part 1 and Part 2 Ph.D., CMA, CA, is an in February 2017. Although I was confident of assistant professor of passing the exams and wanted to aim high, I managerial accounting at was overwhelmed when I received the news the Frankfurt School of that I had scored the highest marks for a student Finance & Management during that testing period. This achievement in Frankfurt, Germany, earned me the Priscilla S. Payne Outstanding and a member of IMA’s Student Performance Award, which is given to Germany Chapter. the top-scoring student in a testing window.

You can reach Hari at Winning that award was a key factor in my being h.ramasubramanian selected later that year for the IMA Young Pro@fs.de. fessional Leadership Experience (YPLE), which

provided an opportunity to witness the inner workings of the association. It was a tremendous privilege to meet many IMA senior leaders and to network with other young professionals from around the world.

My experience with the YPLE inspired me to continue my involvement with IMA. As a university professor, it’s my pleasure to tell students about my experience with the CMA. Numerous times over the years, I’ve invited Lisa to speak with my managerial accounting class about the benefits of the CMA and IMA membership. I’m also currently working with the IMA Europe office to find a way to offer CMA prep courses at the Frankfurt School of Finance & Management, where I’m currently on the faculty.

My advocacy for the CMA hasn’t stopped at the classroom, however. While I was preparing to take the CMA, I also encouraged my wife, Hetal Adhia, also a student at Michigan State University at that time, to pursue the CMA, and she did. She later was selected for the IMA Student Leadership Experience, where she too was able to attend an IMA Global Board of Directors meeting and network with other members and volunteer leaders. Hetal and I also attended the 2017 Student Leadership Conference in Houston, Texas, where Hetal received and accepted a job offer from Cummins.

We both are extremely grateful and happy for the opportunities IMA has provided to contribute in whatever capacity possible. I look forward to many opportunities of volunteering for IMA and supporting its mission to create awareness about the importance of management accounting. SF

« I look forward to many opportunities of VOLUNTEERING FOR IMA.»

66 / STRATEGIC FINANCE / October 2022

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