When the first wave of the pandemic hit, capsized businesses turned to their finance directors to help right the boat. At the start of the crisis in March 2020, finance directors were triaging priorities – deciding what expenditure was sacrosanct, which projects could be jettisoned, and where costs could be slashed – to keep businesses afloat.
The finance director quickly became the go-to person to help the CEO steer the business into safer and calmer waters. Managing cash and liquidity, reducing costs, forecasting revenues, and getting to grips with Government emergency Covid financial support, were all equally critical during those fraught early weeks.
