How CFOs become strategic storytellers: moving beyond data to real impact

Being a CFO is about more than just reporting numbers; it’s about leading with confidence, clarity, and influence. Finance leaders can easily find themselves buried in spreadsheets and manual reports, leaving little time for the high-impact strategic work that truly moves the needle. In this article, we hear from Fathom customer Deborah Harris of Grow CFO Co. as she shares tips on how to become a finance leader with impact.

During the during the 2025 ANZ CFO Summit, Deborah generously shared her insights to a large audience of finance leaders. You can watch the replay video or read on for a summary of the session.

How do you break free from the cycle of reactive reporting and step into being a strategic storyteller? By shifting how you present financial data, you can transform numbers into insights that drive action, create alignment across teams, and ultimately shape the future of your business.

The evolving role of the CFO

From number cruncher to strategic leader

Gone are the days when CFOs were seen as just the “keepers of the books.” Today, finance leaders are expected to provide guidance that fuels business growth, mitigate risks before they become crises, and influence company strategy. Yet, many CFOs still feel trapped in manual processes and unable to fully offer their insights to help the business make better decisions.

Deborah Harris, co-founder of Grow CFO Co., has worked with businesses at all stages of growth and has seen firsthand how finance leaders can make a shift to being more proactive.

“When you can get your numbers to ‘talk’ in a way your leadership team actually understands and acts on, that’s when you shift from being just a reporter of the past to a driver of the future.”

Hot tip: It’s not just about having the right data, it's about knowing how to communicate it effectively.

The common CFO struggles

Many CFOs and finance leaders find themselves caught in what Deborah calls “the CFO trap.” They’re stuck in the weeds, juggling spreadsheets, trying to wrangle data that should be helping them make decisions, not slowing them down. The result?

1. Data overload but no clear insights
   You have all the numbers, but leadership struggles to see the story behind them.
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2. Financial reporting that doesn’t drive action
   Reports are generated, but they don’t translate into real strategic decisions because they’re too backward-looking.  
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3. Lack of time for big-picture thinking
   Too much effort goes into producing numbers, and not enough into analysing what they mean.

Deborah has seen businesses that thought they had their finances under control, until they took a deeper look. She shared a story of a business that, on the surface, seemed profitable. But once they began forecasting cash flow properly, they realised they were weeks away from a major liquidity crunch.

“You don’t want to be the finance leader who only raises the alarm when it’s too late. The best CFOs anticipate challenges before they hit.”

The CFO as a strategic storyteller

How do you shift from just reporting numbers to telling a story that drives real business impact?

It starts with communication and clarity. It may seem like your reports should speak for themselves, but the truth is, not everyone in the business is fluent in financials. Deborah encourages finance leaders to work on bridging that gap in the business by helping teams connect the dots between the numbers and their strategic implications.

Some key ways to do this:

1. Turn static reports into strategic insights
   Move beyond raw numbers and present financial data in a way that answers leadership’s key questions.
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2. Make data more visual and digestible
   Dashboards and visual reporting tools (like Fathom) help leadership teams quickly grasp what’s happening.
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3. Tie financial insights to business goals
   Help teams understand how the numbers impact growth, cash flow, and profitability.

Deborah shared that one of the biggest “aha” moments she sees when CFOs implement Fathom is how it changes boardroom conversations. Instead of flipping through pages of numbers, leadership teams suddenly have clear, visual reports that make trends obvious.

“When you put a well-crafted financial dashboard in front of a CEO, you’re not just giving them numbers, you’re giving them clarity. And with clarity comes better decisions.”

Beyond great software, Deborah emphasised that businesses often need a mindset shift. The best finance leaders don’t just report history – they shape the future by bringing insights that help teams take action.

The impact of better financial storytelling

What happens when CFOs step up as strategic storytellers?

Deborah shared real-world examples of businesses that transformed their decision-making simply by shifting how they communicated financials.

• A company struggling with cash flow turned things around when they started using cash flow forecasting in Fathom to anticipate challenges. Instead of reacting to surprises, they were able to plan ahead.
• A CFO prevented a costly mistake when a Fathom report revealed a hidden risk in their pricing model – before it impacted profitability.
• A leadership team that used to “tune out” in financial meetings became engaged and proactive once financial reports were presented in a clear, visual format.
  “When CFOs present numbers in a way that’s meaningful to decision-makers, they earn a seat at the strategy table.”

Practical takeaways for CFOs

For finance leaders who feel stuck in reactive reporting, Deborah offered a clear starting point:

1. Ask yourself: Are my reports answering the right questions?
   If your leadership team isn’t making better decisions after seeing your reports, it’s time to rethink how you’re presenting data.
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2. Use tools that make insights clearer
   Investing in better forecasting and visual reporting isn’t a luxury, it’s a necessity for finance leaders who want to be strategic advisors.
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3. Shift your mindset from “reporting” to “influencing”
   Don’t just share numbers, tell the story behind them. Help your team understand what the data means and what actions they should take.

“If there’s one thing I’d tell every CFO, it’s this: Stop just reporting the past. Start shaping the future.”

Final thoughts

The role of the CFO is changing. Those who embrace financial storytelling will not only grow their own careers but also drive real impact in their businesses.

If you’re ready to step up as a strategic finance leader, start by refining how you communicate numbers. Turn insights into action, and watch as your influence, and your business, grows.

Want to learn more?  

1. Connect with Deborah Harris and the Fathom team on LinkedIn, and learn how better financial storytelling can transform your role as a CFO.  
2. See what’s possible in Fathom by viewing these example board packs  
3. Take out a free trial of Fathom to explore how forecasting and reporting tools can help you become the financial leader your business needs.