Strategic narrative and the future of the CFO

Chris Ortega has spent more than 20 years in accounting, finance, FP&A, and CFO leadership, including guiding a $150 million, 2,700 person company through an acquisition by SAP. Five years ago he founded Fresh FP&A, a fractional CFO and advisory firm for small and mid sized businesses. In this conversation with Jessica, Chris breaks down why the CFO role has shifted from scorekeeper to strategic partner, how to turn financial data into a story people actually care about, and why trust and emotional intelligence matter more than being the smartest person in the room. He also shares a simple, repeatable habit any finance professional can use to build stronger relationships across the business.For full show notes, visit firmofthefuture.com