291. Technology Doesn't Transform Organisations. People Do with Ilana Esterrich

OKRs Explained: How to Turn Strategy into Action with Evan Campbell | CFO 4.0 Podcast 292Hannah Munro is joined by returning guest Evan Campbell, author of Adapt to Win, to explore how OKRs can help organisations turn strategy into action and connect long-term objectives with the work teams are doing every day.Evan explains how OKRs differ from KPIs, why effective strategy deployment depends on focus and alignment, and how organisations can avoid the common mistakes that turn OKRs into another performance management exercise.In this conversation, Hannah and Evan dig into:What OKRs are and how they connect strategy with day-to-day decision-makingThe difference between OKRs and KPIs, and when organisations should use eachWhy teams should help shape objectives rather than simply having goals cascaded down from leadershipWhy two or three quarterly OKRs can create more focus than trying to tackle everything at onceHow to write ambitious objectives supported by measurable key resultsWhy OKRs shouldn't be directly linked to individual bonuses or performance managementHow horizontal alignment can highlight dependencies and break down organisational silosHow startups and smaller organisations can use OKRs to prioritise where to focus their limited time and resourcesChapters00:00 Why strategy execution needs a stronger thread03:18 What OKRs are and why simplicity matters05:40 How employee ownership makes OKRs work08:26 OKRs vs KPIs: change versus business as usual12:08 Focus, alignment and choosing how many OKRs17:51 Writing objectives and measurable key results21:14 Deploy outcomes, not tasks22:01 Facilitation, dependencies and keeping OKRs on track26:46 Building objectives from strategy and board priorities30:57 Breaking silos with horizontal alignment35:13 Why OKRs shouldn't determine employee bonuses38:04 Transparency, data quality and common anti-patterns44:00 Applying OKRs in small organisations and startups46:28 Evan Campbell's implementation advice and book recommendationsLinks mentioned in this episodeEvan's Linkedinhttps://www.linkedin.com/in/evcampbell/Evan's book Adapt to Winhttps://adapttowin.co/author.htmlLearn more about Chinoock Ranch Consultinghttps://www.chinookranch.com/Explore other CFO 4.0 Podcast episodes here.https://link.cohostpodcasting.com/540a5f18-3458-4778-89ea-4788a4dd56f0?d=szj2BhjTy&v=5910Subscribe to our Podcast!https://itassolutions.co.uk/cfo-40-podcast/

This week on CFO 4.0 returning guest Ilana Esterrich joins Hannah Munro to challenge traditional thinking around ROI and introduce a more meaningful measure of success: return on change. Together, they explore why adoption, attention and organisational behaviour play a crucial role in whether transformation delivers lasting value.In this episode, you'll learn:Why traditional ROI calculations often fail to tell the full story.What "return on change" means and why leaders should measure it alongside ROI. How attention audits can uncover low-value work and hidden inefficiencies.The importance of deciding what work will stop before introducing new technology.How to support teams through adoption challenges and post-launch productivity dips

In this CFO 4.0 Revisited episode, Hannah Munro talks with Jeremy Foster, now CFO at Kasasa and formerly CFO of Talroo, to explore why some of the most effective finance leaders don't fit the traditional CFO mould.Jeremy shares his unconventional journey to the CFO seat and explains how stepping beyond conventional finance thinking can help organisations move faster, make better decisions, and support sustainable growth.Also covered on the podcastJeremy's unconventional path to becoming a CFOWhy modern CFOs need to think beyond traditional financeBuilding agile, high-performing finance teamsApproaches to scaling finance in high-growth businessesMaking smarter marketing investment decisionsThe tools and practices behind an agile finance function

In this episode of CFO 4.0 Revisited, Hannah Munro is joined by Andrew MacAskill, Founder of Executive Career Jump and a finance professional dedicated to helping senior leaders accelerate their careers. Together, they explore what organisations are really looking for in CFOs, how finance professionals can position themselves for new opportunities, and the practical steps finance leaders can take to future-proof their careers.In this episode, you'll discover:What organisations look for when hiring CFOs and finance leadersHow to identify the right company and role for your skills, ambitions, and valuesWays to stand out and get noticed during a job searchAlternative career paths beyond traditional CFO and Finance Director rolesPractical advice for future-proofing your finance career in a changing business environmentLinks mentioned in episode Follow Andrew on LinkedInLearn more about Executive Career JumpExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

In this episode of CFO 4.0, Hannah Munro speaks with Evan Campbell, author of Adapt to Win, about the often-overlooked gap between strategy and execution. From allocating resources effectively to prioritising the right initiatives and measuring success, Evan shares practical insights for finance leaders looking to maximise returns on strategic investments. The discussion explores how CFOs can create alignment across the business, improve decision-making, and drive lasting competitive advantage.Key topics include:Connecting strategy to investment decisionsPortfolio management techniques for modern finance teamsAvoiding common pitfalls in strategic executionCreating accountability across the organisationMaking better decisions with limited resourcesLinks mentioned in episode:Evan's LinkedinEvan's book Adapt to Win Learn more about Chinoock Ranch ConsultingExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

In this episode of The Fractional CFO Files, Hannah Munro is joined by Adrian Message from The CFO Centre to explore what truly defines a successful fractional CFO. Drawing on years of experience supporting businesses through growth, change and uncertainty, Adrian shares why trust, adaptability and strong relationships often matter more than technical expertise alone.In this episode, you'll learn:How fractional CFOs adapt their approach to meet the unique needs of each business and build trusted relationships with founders and leadership teams.Why emotional intelligence, honesty and difficult conversations are often just as important as financial expertise.How CFOs can enable growth by moving beyond transactions and controls to focus on strategy, education and business improvement.Practical lessons from Adrian's career, including scaling businesses, navigating financial challenges and helping finance leaders create greater impact.Links mentioned in this episodeAdrian's LinkedinLearn more about The CFO centreExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

In this episode of CFO 4.0, host Hannah Munro is joined by Nicola Horton, Principal at the CFO Centre, to explore what it really takes to step up into the CFO seat and thrive once you're thereNicola draws on her own journey from financial controller to CFO, including leading a business turnaround in her first CFO role, as well as nine years spent coaching finance leaders through that same transition - sharing practical lessons on everything from building the right team to nurturing bank relationships that take years to earn trust.In this episode we cover:Why starting a CFO role at a new company can be easier than an internal promotionThe most common gap when people step up: letting go of the detail and thinking strategicallyHow to build trust with your bank long before you need their supportWhy "the right team" matters more than almost anything elseHow to bring a reluctant owner-manager or board on side with bigger decisionsNicola's advice for making the most of your first 100 days in a new CFO roleLinks mentioned: Nicola's LinkedinLearn more about The CFO centreExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

This week we're revisiting Hannah Munro's conversation with Ash Noah, VP & Managing Director of Learning, Education and Development at AICPA & CIMA, on the mindset shifts CFOs need to close the gap between what finance delivers and what the business actually needs.This episode covers:Why finance is hitting 90% on governance but only 40% on business guidance — and how to close that gapBuilding a value creation mindset by understanding your business model, not just costs and profitsWhy an analytics mindset and a "digital first" approach are now essential, not optionalHow agile methodology and design thinking help CFOs become better problem solversAsh's top tips for the first 90 days in a new CFO role — and why you need to "kick the tires and smell the diesel"Links referenced in this episode:Ash's Linkedin Learn more about AICPAExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Jack McCullough, President of the CFO Leadership Council, is back on CFO 4.0 to sit with Hannah to talk about the idea that every organisation has quiet specialists - rarely high on the org chart, rarely natural leaders who are so irreplaceable that losing them would do more damage than losing a member of the C-suite.Jack introduces his new book "The Rodman Paradox". Borrowing his title from NBA legend Dennis Rodman (a specialist who never scored much but became, by some measures, the greatest winner in basketball history)In this conversation, Jack and Hannah dig into:Why traditional org charts fail to capture who really holds a company togetherHow to spot your own "Rodmans" using organisational network analysisWhy promoting a Rodman is often the worst thing you can do for them (and for the business)How to recognise and reward specialists who don't want titles, meetings, or management responsibilityReal stories from the bookLinks mentioned in this episodeJack's LinkedinLearn more about The CFO Leadership CouncilJack's Book The Rodman ParadoxExplore other CFO 4.0 Podcast episodes here.Subscribe to our Podcast!

Roger Castle is a fractional Finance Director and CFO with The CFO Centre. In this episode, Roger joins Hannah to unpack what it really takes to lead through change, from persuading a fast-growing team to accept its first-ever cost cuts, to helping SME owners turn vague ambitions into concrete, achievable growth plans. Roger shares the practical realities of working as a fractional CFO across multiple clients at once, and the mindset shift required to move from corporate scale to hands-on SME finance. In this episode, they cover: Leading a workforce through its first-ever cost-cutting exerciseReading personality types to get sales, ops and product directors aligned around the numbersTurning short-term-focused CEOs into long-term plannersBlending top-down market data with bottom-up revenue modellingManaging a management buyout alongside an incumbent FD