Buyer Insights Report – CFO - October 2025
Exclusive data on how finance leaders CFOs, Group Finance Directors, and VPs of Finance are recalibrating their priorities. See where attention is consolidating, what’s driving Q4 investment, and how your brand can align messaging with CFO buying intent.
What’s Inside
+52%
More engagement with cash-acceleration and working-capital automation content since last quarter.
+39%
Increased focus on automation that acts within guardrails from close and consolidation to AR/AP cycles.
+27%
Rising interest in scenario-based FP&A that triggers real policy and budget changes, not just reporting.
This report captures the live behavior of senior finance executives giving marketers a precise read on how to position around control, speed, and cash outcomes.
Audience Priorities Are Shifting
Over the past quarter, content around cash-flow acceleration, FP&A automation, and policy-driven controls surged. Finance leaders are done with analytics for analytics’ sake they’re investing in execution platforms that shorten the distance between plan, approval, and action.
Executives are engaging in clusters, showing sustained demand for systems that deliver audit-ready automation, lightweight governance, and measurable cycle-time compression across the finance loop.
Marketing Insights
- Cash is the KPI:
Lead your message with DSO, DPO, and cash-conversion-cycle impact — CFOs buy outcomes, not optimism. - From plan to policy:
Show how FP&A outputs automatically adjust hiring limits, spend caps, and vendor budgets under approval workflows. - Audit-ready automation:
Marketers win when they demonstrate control with speed — oversight, rollback, and logs included by design. - Cluster-based storytelling:
Build connected content series around the finance loop — plan → close → revenue → cash — instead of isolated product claims.
