When Finance Stops Reporting and Starts Leading

Roger Knocker • October 28, 2025

Most finance teams still show up at the end of the conversation.

The strategy is already set. The big decisions are made.

Then finance gets called in to “run the numbers.”


But what if that’s backwards?


Finance Should Lead, Not Follow


Andrew Brown said it plainly in our FP&AI Podcast:

“If finance isn’t at the table when strategy is shaped, you’re just a bookkeeper with a title.”


The best finance leaders don’t just react to plans.

They help write them.


Why? Because finance sees the entire business.


  • We know which products actually make money.
  • We see where costs are bleeding the company.
  • We understand how every decision flows through to cash and profit. 


This perspective is priceless in strategy sessions.

Yet too many finance teams stay silent—handing over a report instead of a point of view.


Good Finance vs. Great Finance


Good finance reports the past.

Great finance shapes the future.


It’s the difference between saying:

  • “Here’s where we missed budget,”

versus

  • “Here’s the driver that’s hurting us—and here’s how to fix it before next quarter.”

 

Finance isn’t just there to measure performance.

We’re there to ask better questions.

We’re there to challenge assumptions.


Stop Hiding Behind the Pack


I’ve sat in strategy meetings where finance came in with a 50-page deck—

numbers everywhere, insight nowhere.


The executives tuned out.

Not because they don’t care about numbers,

but because the story was missing.


When finance shows up with a clear narrative—

“Here are the 3 things that matter, and here’s what we do next”—

everything changes.


What This Looks Like


Imagine starting the strategy session with finance saying:


  • “We’ve mapped the biggest profit drivers. Here’s what will move the needle.”
  • “Here are the risks nobody is seeing yet.”
  • “Here’s the story the data is telling about where we’re headed.”

 

Suddenly, finance isn’t just a department.

It’s the voice of reality.

The team that connects the numbers to the business future.


The Call to Action


Stop waiting for your turn at month-end.

Step into the strategy room.

Lead with clarity, not just reports.


Because when finance drives the conversation,

the business makes better decisions—faster.

________________________________________

This article is inspired by my conversation with Andrew Brown on the FP&AI Podcast – 

Episode 1: Finance as a True Business Partner – Beyond the Numbers.

If Finance Isn’t Leading It’s Falling Behind

By Roger Knocker • October 22, 2025
When did finance become the department of “no”? “No, we can’t spend that.” “No, that’s not in the budget.” “No, that’s not how we do it.” Here’s the truth: If finance is just a gatekeeper, it’s failing the business. Finance Isn’t Just About Numbers Andrew Brown put it bluntly on the FP&AI Podcast: “Finance should be leading conversations about the future, not just reporting the past.” Think about it— What’s the point of a month-end pack that no one reads? What’s the point of perfectly reconciled accounts if they don’t change the way decisions are made? Finance isn’t just about accuracy. It’s about impact . The Business Partner Mindset T he best finance professionals think like entrepreneurs. They ask: Where are we really making money? What assumptions are broken? How do we change the levers to hit our goals? They don’t just report results. They interpret them. They walk into the room with a story, a strategy, and a plan. What Johan Taught Us Remember Johan, the volunteer deacon who turned financial updates into action? He wasn’t trying to impress anyone with accounting jargon. He used a worm chart and a waterfall chart to tell a simple story: Are we on track with donations? If not, where are we falling behind—and why? It worked because it made the future clear. That’s what business partnering looks like. The Shift Every Finance Team Must Make B ookkeepers report. Business partners lead. The shift is subtle but powerful: From data-dumping to decision-driving. From hiding behind compliance to leading with insight. From “here are the numbers” to “here’s what they mean—and what to do next.” Your Move So, is your finance team stuck in bookkeeping mode? Or are you stepping up as a commercial conscience— the team that sees ahead and helps the business win? The mindset shift starts here: Stop asking “What happened?” Start asking “What’s next?” ________________________________________ This article is inspired by my conversation with Andrew Brown on the FP&AI Podcast – Episode 1: Finance as a True Business Partner – Beyond the Numbers.

The Problem with ‘Actual vs Target’ – And the Simple Fix

By Roger Knocker • October 15, 2025
Let’s be honest: most finance reports don’t change a thing. They’re neat. They’re compliant. They’re full of numbers. But they don’t make anyone act differently. Why? Because they lack one thing: clarity with purpose. The Problem with “Actual vs Target” I’ve seen it a hundred times— a finance team proudly presents their month-end pack: “Here’s actual vs target.” “Here’s the variance.” And that’s it. It’s like reading the scoreboard of a game you didn’t watch. You know the score, but you don’t know how you got there or what to do next. Andrew Brown’s Challenge In our FP&Ai Podcast, Andrew Brown puts it bluntly: “If finance isn’t helping people see why the numbers matter—and what actions to take —then it’s not a business partner. It’s just ticking boxes.” And he’s right. Compliance reporting is important, but it doesn’t change behaviour. Finance should be leading the conversation about performance , not just filing historical reports. The Power of Storytelling Remember Johan, the volunteer deacon with the worm and waterfall charts? He didn’t just report. He told a story. His charts answered three critical questions: 1. Where are we now? 2. Why are we here? 3. What should we do about it? That’s why people leaned in. That’s why donations spiked. The numbers suddenly had meaning. The Corporate Blind Spot In business, we love detail. We produce 30-page packs with pivots, ratios, and footnotes. We convince ourselves that more data means more value. But it doesn’t. It’s not about data—it’s about insight. It’s about showing the 3 things that matter this week, and making them so clear that no one can miss them. Your Next Move If your reports aren’t driving action, they’re just noise. Try this: Cut 80% of your report. Focus on the story behind the key numbers. Use one or two visuals that show what’s really happening. Ask yourself: If Johan could make a whole congregation act with two charts, what’s stopping us from doing the same in business? ________________________________________ This article is inspired by my conversation with Andrew Brown on the FP&AI Podcast – Episode 1: Finance as a True Business Partner – Beyond the Numbers.
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