The global financial slowdown sweeping cross most of Europe and North America aised several questions around how CFOs hould position themselves as harbingers of alue creation in their organizations. Having layed the role of digital evangelist in the renetic digital transformation exercise during he immediate post-pandemic days, CFOs aw their responsibility basket grow beyond he measuring, managing, and reporting of raditional elements of financial value. To this ere added sustainability goals as natural xtension. However, the one thread that ran hrough this gamut of functions that were ither subsumed or brought into direct ine-of-sight of a CFO was the enterprise’s rofitability goals. Because everything that hey do has to help the business sell more or et better prices for their products or services.