【观点】超越数字：首席财务官（CTO）如何拥抱新的商业模式

今天的首席财务官必须精通技术，才能在我们的数字经济中取得成功。 以下是如何转向技术——塑造未来的金融平台。

龟兔赛跑的故事是虚构的。尤其是在技术方面。 如果你落后太多——竞争对手开始在你的现代化和转型努力中追赶你——就没有赶上的机会。你会被遗弃在尘埃中。

今天的许多首席财务官都知道他们正在与未来赛跑，他们正在不知疲倦地工作，对接下来的事情采取果断（但明智）的行动。在众多行业中，这始于一件事：拥抱新的商业模式。最近的 IDC 研究发现，新的商业模式目前是 CFO 最有影响力的变革驱动力，二分之一的公司计划在 2022 年中期之前发展他们的商业模式。这种强调有几个关键原因。

一是生存。越来越多的公司不仅看到现有的商业模式受到创新竞争对手和开箱即用的颠覆者的挑战，而且看到市场本身转变为完全不同的东西（稍后会详细介绍）。另一个原因是增长。公司正在改变，因为他们想要扩张，无论是在同一个市场还是进入更新、更有成效的市场。 CXO UNION-CXO联盟（cxounion.cn）

在这个时刻，首席财务官必须发挥领导作用。因为没有新金融方法的新商业模式就像计划没有车辆的公路旅行。您的金融平台是推动事情发展的引擎。

那么，今天的领导者如何才能确保他们不仅为明天的金融转型竞赛，而且为金融创新的冲刺做好准备？它始于我们以服务为中心的现状和云经济的现代现实。 CXO UNION-CXO联盟（cxounion.cn）

一、驾驭云的经济学

早些时候，我提到了许多公司正在经历的完整的市场转型。毫不奇怪，这种转变是由于 COVID-19 大流行而发生的，其中新兴的客户行为跃入超速状态，导致在线购物、消费者期望和对服务的渴望等都急剧增加。

由于客户行为的转变，路边取货和 15 分钟杂货配送等新服务模式在过去两年中占据了中心位置。客户想要更多、更快——满足他们的特定需求，并在一天中的所有时间——而首席财务官主要负责开发支持这一趋势的可持续商业模式。这是云计算成功的一个重要原因。云已成为当今几乎每个组织的 CFO 关注的焦点，因为它支持以激增、订阅和跨各种全渠道交付为特征的产品和服务模型，这些模型已变得司空见惯，否则会压倒传统系统。

云为 CFO 提供了灵活性，他们看到大量、低美元的结构呈上升趋势，消费者呼吁在他们周围发生更大（和更快）的个性化。 CFO 的第一步是了解并熟悉这些市场动态；第二步是了解它如何决定企业创新的速度和规模，并要求首席财务官制定长期的创新战略观点。

二、跟上创新的速度

这种以订阅为中心、基于云的方法所提供的基础对于未来的创新和增长也至关重要，因为它使公司能够有效地推动和扩展业务。通过提供单一的事实来源、协调实时数据以及提供准确和透明的预测和流程，它使公司准备好利用下一代的想法和机会。 CXO UNION-CXO联盟（cxounion.cn）

我已经看到一些 SAP 客户已经实现了财务和计费方式的现代化。平均而言，他们已经看到：

• 整体上市时间缩短 95%
• 由于系统反应更灵敏，客户支持电话减少了 25%
• 为客户提供一致且可靠的价格优化

而这仅仅是个开始。面向未来的平台还可以确保统一的客户档案和改进的数据收集和分析——这意味着增加交叉销售机会，提高分析业务基本面的能力（如实时盈利能力），以及持续改进的整体业务。

那么，从哪里开始呢？让我们看一个我正在谈论的真实世界的例子。

三、保持更新，保持领先

在整个大流行期间，我的团队一直在与全球最大的娱乐企业和品牌之一的全球客户合作。他们的目标是实施并采用一种创新的、可扩展的计费和收入管理方法，该项目在 2020 年初的大范围停工中迅速推进，影响了客户的大部分实体业务。

他们很快就开辟了一条通向未来的道路，推出了一项新的全球流媒体服务，将新业务和传统业务结合在一起，从而更好地与消费者互动。

最终，我们的平台允许客户在全球范围内扩展，吸引数百万订阅者，同时在短时间内带来数百万的净新收入。与具有许多本地化要求的上游平台集成增加了复杂性，但是，客户能够按计划在全球范围内推出服务。展望未来，我们计划在平台中嵌入交叉销售机会，并真正开发有目的的推动业务的引擎。这一切都是因为项目按时按预算启动，没有中断，现金对账的匹配率近乎完美（跨越数百万笔交易）。现在，有了一个允许他们无限扩展的基础平台，他们为接下来的一切做好了准备。

无论您的业务和行业如何，一个可帮助您快速行动、灵活行动和明智决策的财务平台对于接下来的发展至关重要。事实是：在当今的全球经济中获得并保持成功的途径——无论您是大型技术组织、电子商务企业还是在线游戏公司——都是一种观点和事实来源之一。 CXO UNION-CXO联盟（cxounion.cn）

这是关于商业价值，而不是流行语。这是关于让机器完成工作，以便人类可以进行思考。这是关于转向卓越的技术，以便我们能够做出重要的决定。

这是关于赢得未来的竞赛。

翻译：

Beyond Numbers: How can Chief Financial Officers (Ctos) Embrace new business models

Today’s Cfos must be tech-savvy to succeed in our digital economy. Here’s how to turn to technology – the financial platform shaping the future.

The story of the tortoise and the hare is a myth. Especially when it comes to technology. If you fall too far behind – and competitors start catching up with you in your modernization and transformation efforts – there is no chance of catching up. You’ll be left in the dust.

Many Cfos today know they are in a race against the future, and they are working tirelessly to take decisive (but smart) action on what comes next. In many industries, this starts with one thing: embracing new business models. A recent IDC study found that new business models are currently the most influential change drivers for Cfos, with one in two companies planning to evolve their business models by mid-2022. There are several key reasons for this emphasis. CXO UNION-CXO联盟（cxounion.cn）

One is survival. More and more companies are seeing not only existing business models challenged by innovative competitors and out-of-the-box disruptors, but also the market itself transforming into something completely different (more on that later). Another reason is growth. Companies are changing because they want to expand, whether in the same market or into newer, more productive markets.

This is a time when the CFO has to lead. Because a new business model without new financial methods is like planning a road trip without a vehicle. Your financial platform is the engine that drives things.

So how can today’s leaders ensure they are prepared not only for tomorrow’s race for financial transformation, but also for the sprint of financial innovation? It starts with our service-centric status quo and the modern reality of the cloud economy.

1. The economics of harnessing the cloud

Earlier, I mentioned the complete market transformation that many companies are going through. Not surprisingly, this shift has occurred as a result of the COVID-19 pandemic, in which emerging customer behavior has jumped into overdrive, leading to a sharp increase in online shopping, consumer expectations, and desire for services. CXO UNION-CXO联盟（cxounion.cn）

New service models such as curbside pickup and 15-minute grocery delivery have taken center stage in the past two years due to shifting customer behavior. Customers want more, faster – for their specific needs, and at all times of the day – and Cfos are primarily responsible for developing sustainable business models that support this trend. This is a big reason for the success of cloud computing. The cloud has become a focal point for Cfos in nearly every organization today as it supports product and service models characterized by proliferation, subscription, and delivery across various omnichannel channels that have become commonplace and would otherwise overwhelm legacy systems.

The cloud provides flexibility to Cfos, who see an upward trend in high-volume, low-dollar structures, and consumers calling for greater (and faster) personalization to happen around them. The first step for the CFO is to understand and become familiar with these market dynamics; The second step is to understand how it determines the pace and scale of innovation in a business and ask the CFO to develop a long-term strategic view of innovation. CXO UNION-CXO联盟（cxounion.cn）

2. Keep up with the pace of innovation

The foundation provided by this subscription-centric, cloud-based approach is also critical for future innovation and growth, as it enables companies to effectively drive and scale their businesses. By providing a single source of facts, coordinating real-time data, and providing accurate and transparent forecasts and processes, it prepares companies to take advantage of the next generation of ideas and opportunities.

I’ve seen some SAP customers modernize their finance and billing practices. On average, they’ve seen:

Overall time to market reduced by 95%

As a result of the more responsive system, customer support calls have been reduced by 25%

Provide customers with consistent and reliable price optimization

And that’s just the beginning. Future-proof platforms can also ensure unified customer profiles and improved data collection and analysis – which means increased cross-selling opportunities, improved ability to analyze business fundamentals (real-time profitability), and continuous improvement of the overall business. CXO UNION-CXO联盟（cxounion.cn）

So, where to start? Let’s look at a real world example of what I’m talking about.

3. Keep updated and stay ahead

Throughout the pandemic, my team has been working with global clients from one of the world’s largest entertainment businesses and brands. Their goal was to implement and adopt an innovative, scalable approach to billing and revenue management, a project that moved quickly through a widespread shutdown in early 2020, affecting much of the client’s physical business.

They quickly blazed a trail into the future, launching a new global streaming service that brings together new and legacy businesses to better engage with consumers.

Ultimately, our platform allows customers to scale globally, attracting millions of subscribers while bringing in millions in net new revenue in a short period of time. Integration with upstream platforms with many localization requirements added complexity, however, customers were able to roll out services globally as planned. Going forward, we plan to embed cross-selling opportunities in the platform and really develop purposeful engines that drive the business. This is all because the project started on time and on budget with no interruptions and a near-perfect matching rate for cash reconciliation (spanning millions of transactions). Now, with a foundational platform that allows them to scale infinitely, they’re ready for everything that comes next.

Regardless of your business and industry, a financial platform that helps you move fast, move flexibly, and make smart decisions is critical to what comes next. The truth is: The path to achieving and sustaining success in today’s global economy – whether you’re a large technology organization, an e-commerce business, or an online gaming company – is one source of opinion and fact.

It’s about business value, not buzzwords. It’s about getting machines to do the work so that humans can think. It’s about shifting to superior technology so that we can make important decisions.

It’s about winning the race for the future. CXO UNION-CXO联盟（cxounion.cn）

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于首席数字化转型官；编辑/翻译：CXO UNIONCXO联盟小U。

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