A good Finance Director will keep the business running smoothly.
A great Finance Director will help it grow, adapt, and thrive — even in challenging markets.
The difference isn’t in technical skills. Both the good and the great will know how to read a balance sheet, forecast cashflow, and keep the auditors happy. The real gap is in how they think, lead, and deliver value across the business.
At We Do Group, we’ve seen first-hand what separates good from great when hiring senior finance leaders. Here’s what the best do differently — and why it matters for your growth.
They Turn Numbers into Decisions
Reporting numbers is easy. Helping the business act on them is where the real magic happens.
Great Finance Directors will take the raw data and translate it into clear, actionable insights. They link financial performance to operational reality — showing why something is happening and what to do about it. They break the data down, make it easy to understand and put forward effective ideas and solutions.
The result? Leaders make decisions faster and with more confidence.
They Build Influence Beyond Finance
Great FDs don’t stay siloed. They’re trusted voices across Sales, Operations, HR, and the Board — not just the CEO or the finance department.
They earn that influence by listening first, understanding the challenges other teams face, and translating finance into their language. Collaboration is the key. When Sales see them backing growth, when Ops know they understand supply chain risks, when HR trust their judgement — finance stops being the “department of no” and becomes a genuine partner.
That trust makes it easier to get buy-in for financial plans, align the numbers with real-world challenges, and drive decisions the whole business can believe in.
They Focus on ROI, Not Just Cost
Cost control is essential. But growth comes from knowing when to invest.
Great FDs don’t just slash budgets or say no to spending. They weigh every decision against its potential return — asking not just “What does this cost?” but “What could this unlock?”
That mindset shifts finance from gatekeeper to growth partner. A new system might mean upfront expense, but if it frees hundreds of hours and sharpens decision-making, the long-term ROI is undeniable. Investing in top talent could stretch hiring budgets, but it builds the capability to deliver long term strategy. Entering a new market carries risk, but it might also open the door to entirely new revenue streams.
By looking beyond the immediate numbers and assessing both risk and reward, great FDs give their businesses the confidence to back bold moves — and the discipline to know when to walk away.
They Hire Ahead of the Curve
Most FDs hire for today’s needs. Great FDs hire for where the business is going.
They think two or three steps ahead, anticipating the capabilities the business will need tomorrow — not just the gaps today. That might mean bringing in stronger analysts before a new system rollout, securing commercial finance talent ahead of an international expansion, or adding expertise in areas like data or ESG before regulation demands it.
This forward-looking approach avoids the common trap of being under-resourced at the very moment growth takes off. Instead of scrambling to plug holes under pressure, great FDs already have the right people in place, ready to scale with the business.
Hiring ahead of the curve isn’t about overstaffing — it’s about building resilience, reducing bottlenecks, and giving the business the confidence that finance can support its next big move.
They Automate to Elevate
Automation isn’t about replacing people — it’s about freeing them to do higher-value work.
Great FDs invest in technology that takes care of the repetitive, manual tasks that drain time and energy. Approvals, reconciliations, report consolidation — all streamlined. The result? A finance team with the space to focus on analysis, forecasting, and commercial insights.
By automating the admin, they elevate the impact — turning finance from number-crunchers into true business partners who drive decisions forward.
They’re Proactive with Cash
In volatile markets or high-interest-rate environments, cash is king.
Great FDs don’t just track the bank balance — they manage cash as a strategic asset. They stay on top of working capital, forecast shortfalls early, and spot risks before they snowball into problems.
They know where every pound is, when it’s coming in, and how to put it to work — whether that’s funding growth, shoring up resilience, or negotiating better terms with suppliers.
By treating cash as more than just numbers on a report, great FDs give the business both stability and firepower to move fast when opportunities arise.
They Tell the Financial Story
A great FD can make a P&L, balance sheet, or forecast make sense to anyone in the room — even those without a financial background.
They strip away jargon, highlight what really matters, and connect the dots between financial performance and business outcomes. It’s not just about presenting numbers, it’s about showing the story behind them — what’s driving results, what risks are looming, and where opportunities lie.
By making finance understandable and relatable, great FDs build trust and alignment across the business. They turn data into decisions and ensure the whole organisation moves forward with clarity.
They Challenge with Empathy
Difficult conversations are part of the job. But great FDs know how to ask tough questions without alienating people.
They challenge assumptions respectfully, keeping the focus on shared business goals. It’s not about proving someone wrong — it’s about getting to the best outcome for the company.
By balancing authority with empathy, they create an environment where colleagues feel heard, not shut down. That makes them a trusted partner in decision-making, not a barrier to progress.
They See Around Corners
Great FDs don’t just model the future — they shape it.
They anticipate challenges before they appear on the radar and work with leadership to adjust strategy accordingly. Whether it’s market shifts, regulatory changes, or supply chain risks, they’re ready.
This forward-thinking approach gives the business confidence to move quickly when opportunities arise and resilience when obstacles appear. By stress-testing plans, running scenarios, and asking “what if” before anyone else does, they help the business stay two steps ahead instead of scrambling to react.
They Protect the Long-Term
Firefighting is sometimes necessary. But the best finance leaders spend as much time building for the future as they do fixing today’s problems.
They make sure growth is sustainable, scalable, and built on strong financial foundations — balancing short-term wins with longer-term priorities.
By protecting the long-term, they ensure the business isn’t just successful this quarter, but positioned to thrive for years to come.
Good vs Great: The Growth Multiplier
Good finance leadership keeps a business stable. Great finance leadership accelerates it.
If you want an FD who will challenge, inspire, and guide your business toward long-term success, you need someone with more than just technical skill — you need someone who thinks and acts like a growth partner.
At We Do Group, we specialise in finding senior finance talent who operate at that level — the kind who don’t just keep the lights on, but turn them up.
