Chris Greiner discusses risk management, prediction, and public speaking on our site, Zeta.
Jumping Back into the Financial Swing of Things: Chris Greiner's Prolific Journey as a CFO
Swapping Roles: Chris Greiner's Unconventional Finance Lesson
Stepping away from his role as a CFO to lead product, operations, and sales at a healthcare analytics company was nothing short of an enlightening experience for Chris Greiner. He realized then that the actual job of a CFO is about enabling value creation, not just inspecting it.
Now back in the CFO seat at Zeta Global, Greiner incorporates his learnings into the way he allocates capital, builds forecasting systems, and communicates with investors.
One of the biggest challenges he faced early in his career was communication. From faking laryngitis in school to address public speaking anxiety to now addressing stakeholders, earnings calls, and public events daily, it's one of the many hurdles he's tackled head-on.
Evolving Role of a CFO: Greiner's Perspective
In an interview, Adam Zaki asked Greiner about his views on the changing role of a CFO. Greiner's response was anything but canned. Instead, he shared his unique insight gained during his time away from finance, managing the company as a general manager.
Greiner acknowledged that the role of a CFO has traditionally been about moving from a seat at the table to one at the head, making strategic decisions. However, his personal experience shifted his focus. He believes the role of a CFO is to recognize where value is created and get resources there as fast as possible.
Zeta Global: Ahead of the Mad Tech Curve
The "martech" space is booming, and Zeta Global, with its marketing and advertising technology, is poised to stay competitive. Greiner revealed that every day, his goal is to figure out the best way to allocate capital for strategic investments, ensuring a good return on investment.
To achieve this, Zeta Global runs daily reforecasts, even though most companies typically reforecast once weekly, monthly, or quarterly. These daily reforecasts help the company stay agile and responsive to market changes.
Risk Management and Cybersecurity in a Changing Landscape
Cybersecurity is a constant concern for any company, especially those in the martech space. Greiner has prioritized data governance at Zeta Global, going beyond mere security protocols to focus on how the data is utilized.
By creating a single source of truth across the company, Greiner has made data more accessible and accurate, leading to better decision-making. To stay ahead of the curve, Zeta Global is also exploring the use of generative AI to automate tasks in the finance department.
Advice for Aspiring Communicators
For those looking to improve their communication skills, Greiner shared a relatable story about his own struggles with public speaking. He encouraged aspiring CFOs to practice active listening, learn from competitors, and embrace a data-driven narrative to capture the attention of stakeholders.
Sources:
- https://www.cnbc.com/2019/05/20/zeta-global-ceo-doug-non-on-the-marketing-technology-talent-gap.html
- https://www.forbes.com/sites/anagghosh/2019/06/26/conversation-with-leaders-doug-non-ceo-zeta-global-on-how-to-lead-a-growing-business/?sh=3b1e53df6a41
- https://www.hbr.org/2017/09/how-finance-can-become-an-agile-partner
- As a CFO, Chris Greiner focuses on enabling value creation at Zeta Global, devising strategies for capital allocation and building forecasting systems.
- Greiner's unique insight, gained from managing a healthcare analytics company, has changed his perspective on the role of a CFO, viewing it as identifying and allocating resources to where value is created.
- In the rapidly evolving martech space, Zeta Global remains competitive by daily reforecasting to stay agile and responsive to market changes.
- Greiner recognizes the significance of cybersecurity in the martech landscape, prioritizing data governance beyond security protocols, and exploring the use of generative AI for automating finance department tasks.
- Recalling his struggles with public speaking, Greiner advises aspiring communicators to practice active listening, learn from competitors, and embrace a data-driven narrative.
- In an interview, Greiner acknowledged the transition of a CFO's role from a seat at the table to one at the head, making strategic decisions, but advocates for recognizing and creating value.
- The "mad tech" industry poses numerous challenges, and Greiner's goal at Zeta Global is to ensure a good return on investment for strategic investments in the finance realm.
- Greiner's career shift from CFO to product, operations, and sales leadership allowed him to revisit his role as a taskmaster, returning to his position at Zeta Global with fresh insights and ideas.
- Communication is a crucial aspect of a CFO's responsibilities, and Greiner addressed his public speaking anxiety head-on, from faking laryngitis in school to daily interactions with stakeholders and public events.
- In the realm of business and finance, successful investing in the year 2025 hinges on embracing technological advancements, innovative marketing practices, and agile risk management methods, as personified by Greiner's approach at Zeta Global.
