Your P&L looks fine. The graphs are pretty. There’s a forecast somewhere in a folder.  But do you actually know what’s going on in your business? Is your finance team just “reporting the numbers”?

I sat down recently with a seasoned agency leader and the conversation reminded me of something I say often: you can’t outsource thinking about the numbers – especially if you’re the one steering the ship.

Most agency CEOs I meet say they’re across the finances. But when I dig deeper, that usually means “I get a report once a month and nod at it.”

That’s not enough.
Here’s what I’ve seen work inside agencies that are scaling most successfully:

• Finance should be the sat nav, not just the rear-view mirror
  Too many finance functions are stuck in “historic mode” – looking backwards at what happened last month.
  The businesses that stay ahead run live forecasts and reforecast regularly. Not annually. Not “when we remember.” Often, every two weeks.
  Why? Because you need to know if your current trajectory is getting you to your end-of-year goals – or straight into a wall.

Tip: Forecasting should include actual input from department heads, client leads and delivery teams. All departments, not just finance.

• Job profitability should never be a surprise
  One of the biggest cash drains I see? Projects that look healthy on paper… until halfway through.
  By then, you’ve already blown the budget.
  Good finance teams spot problems early. They combine timesheet data, resourcing, and delivery info into one place – and shout when something looks off. Not six weeks after the project finishes.

Tip: Use dashboards to track margins in real time. Directionally correct beats perfectly late every time.

• The best finance people ask good questions.
  You don’t want finance to just deliver a spreadsheet. You want them to say: “Have you noticed this trend?” or “This client’s profitability is declining month-on-month – want to dig in?”
  Insight beats output every time.
  As fractional CFOs, this is exactly where we add value: interpreting the data and telling the story behind the numbers – so leaders can make better decisions, faster.

• Culture matters here too
  Financial performance isn’t just a finance problem.
  In the agencies we support, revenue forecasts are updated by the commercial leads. Delivery teams are involved in project reviews. And client services feed into the revenue pipeline.
  Why? Because when everyone has a stake in the numbers, people make smarter day-to-day choices.

• Forecasting isn’t a spreadsheet – it’s a mindset
  Planning shouldn’t be “create a budget and hope it holds.” It’s a continuous loop.
  Input → Forecast → Measure → Adjust → Repeat.
  Whether you’re planning headcount, chasing big pitches, or tightening costs – it all starts with visibility and engagement.
  If your finance team is just tallying up last month’s figures, it’s time for a reset.
  You don’t need fancier software. You need better conversations, more proactive questions, and a regular rhythm of looking ahead – not behind.

We can help your business grow with less financial stress.  Get in touch and ask us how.

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