SaaS Metrics for CFOs to Elevate Strategic Growth with Mark Hansen

In this engaging episode of FP&A Tomorrow, host Paul Barnhurst, the FP&A Guy, sits down with Mark Hansen, CFO of Entrata. Their conversation explores financial planning and analysis (FP&A), strategic business decision-making, and the evolving role of finance teams in organizations. This episode provides valuable insights into how FP&A professionals can align metrics, foster relationships, and utilize data to empower strategic growth.

Mark Hansen brings a wealth of experience as the CFO of Entrata, a comprehensive ERP platform for the multifamily housing industry. Prior to this role, Mark held pivotal finance positions at Pluralsight and Skullcandy, leading finance teams through periods of significant growth. A CPA with a master’s in accounting from the University of Utah, Mark combines technical expertise with a strategic vision, making him a thought leader in the financial industry.

Expect to Learn

• Understanding the transition from accurate forecasting to strategic decision-making.
• Why FP&A is positioned as the "center of the universe" for organizational data.
• Practical advice on aligning and rolling forward metrics to track business performance.
• How to leverage diverse experiences (the "bingo card" approach) to achieve career growth.
• Insights into hiring, mentoring, and fostering curiosity and technical skills within finance teams.

Here are a few relevant quotes from the episode:

• "Understanding unit economics, gross margin, and other granular financial details helps inform better business decisions." - Mark Hansen
• "Understanding SEC reporting is like leveling up in financial knowledge. It's the major leagues of financial reporting." - Mark Hansen
• "FP&A teams of the future will not just focus on budgeting and forecasting but also on data analytics and business modeling." - Mark Hansen

In this insightful episode, Mark shares valuable advice on career development, stressing the importance of building strong relationships, acquiring diverse skills, and being proactive in one's career progression. Mark’s focus on curiosity, technical skills, and business partnering provides a roadmap for any finance professional looking to elevate their impact.

Plan Smarter with Workday:

Workday Adaptive Planning empowers organizations with AI-driven insights, advanced data visualization, and powerful reporting tools. Make smarter decisions faster and elevate your budgeting, forecasting, and modeling. Learn more at http://www.workday.com/fpaguy

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Earn Your CPE Credit

For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[01:57] Introduction to Mark Hansen

[02:55] Defining Great FP&A

[08:41] Lessons from SEC Reporting

[15:01] Pluralsight’s Growth Journey

[25:48] The Challenges of Metric Alignment

[32:22] First CFO Role at Entrata

[39:10] The Hardest Roles to Fill in Finance

[44:35] The Future of FP&A Teams

[49:26] Fun insights into Mark’s hobbies

[52:49] Final Takeaway: Business Partnering