www.cpacanada.ca/en/news/accounting/the-profession/2018-05-22-five-secrets-to-success-for-modern-cfo

“Companies strive, more and more, to grow the top line. What are the new profit pools?” In this world, a CFO is doing more predictive work, more modelling, to get the required growth.”

This article also talks about not succumbing to the status quo. Status quo in the area of priorities and new ideas can be dangerous and too comfortable.

Companies generally grow by focus on revenue and prioritizing the top line. It is encouraging that CFOs are shifting away from costs alone towards this growth engine of the top line.

Deloitte has a trend report that further supports: https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/deloitte-cfo-signals-survey-first-quarter-optimism-swells-in-wake-of-us-tax-reform.html?_lrsc=9e498321-e344-4298-8c2e-c6bc1950f557&id=wl:2sm:3li:4elevate:5awa:6oth:111829:319850