Many small business controllers and CFOs think it's okay to stay behind the scenes in the back office and let marketing and operations handle communications outside your company. There are likely many who actually prefer that. Great CFOs don't, though. If you're interested in being seen as a big picture contributor and want to stand out among finance professionals, you must change that mindset. Be proactive and step out in front when opportunities arise to represent the company. Participate in meetings with customers, vendors, or members of the local business and political establishments. No one in your company will ask you or expect you to participate in this type of activity but they will be happy to know that you are interested. Learn to speak the language of operations. Speak customer, speak supplier, speak business. It will definitely get you noticed as "not a typical accountant".
As a plant controller earlier in my career, I insisted in being a key player in meetings with customers, vendors, chamber personnel, etc. It actually helped me to gain the respect of the managers in the other areas of the business and I learned a tremendous amount about the business. This got me management assignments outside of the finance area. Today, I always put an article in my company newsletter, and it rarely has anything to do with finance. Its about business, people, marketing, customer service - anything to help me debunk the bean counter stereotype. I'm confident that this behavior was a main reason that I was able to progress in my career. Now this behavior is second nature for me.
One thing that you must remember if you try this approach, however, is that it may be outside of the current paradigm of the people in your company and they may not immediately accept you as anything other than the accountant. Don't get discouraged and whatever you do, don't give up. Keep asserting your leadership in these areas and become part of the face of the company. Represent the company wherever you go. This will get you noticed as an overall contributor by people inside and outside your company. Get out front and become the face of the company.
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