Why Traditional FP&A Fails and How to Lead with Revenue-Driven Planning with Darrell Cox

In this episode of FP&A Tomorrow, host Paul Barnhurst explores the transformation of finance into a strategic driver of business performance with seasoned CFO Darrell Cox. They unpack the modern challenges of FP&A, emphasizing how teams can move beyond traditional reporting to become proactive, data-savvy partners across the organization. Darrell shares real-world insights on forecasting, revenue intelligence, sales collaboration, and building a tech-enabled finance function that delivers tangible value.

Darrell Cox is the Chief Financial Officer at Una Software, bringing over 25 years of executive leadership across high-growth companies. His background includes CFO roles at Vena Solutions and FreshBooks, as well as leadership positions at Virgin Mobile, Rogers Communications, and ATI Technologies. Known for scaling finance teams and overseeing more than $1 billion in exits and transactions, Darrell focuses on blending financial insight with operational data to elevate finance's role as a strategic partner.

Expect to Learn:

• Why FP&A must evolve into strategic finance to remain relevant
• How to continuously improve forecasting through agile, data-rich practices
• The critical role of CRM and daily data in revenue intelligence
• How finance and sales can work together as partners, not opponents
• Career advice for FP&A professionals aiming to become CFOs

Here are a few quotes from the episode:

• “If you're not networking continuously, you're not future-proofing your career.” - Darrell Cox
• “Come bearing gifts, not with a rubber stamp and a hatchet. That's how you partner with sales.” - Darrell Cox
• “It’s no good having a beautiful bathroom if there’s no water going to it. You need the plumbing.” - Darrell Cox

Darrell Cox brings sharp insights and practical wisdom to this episode of FP&A Tomorrow, shedding light on how finance can step up as a true business partner. Whether you're building forecasts, aligning with sales, or plotting a path to CFO, Darrell's experience and advice offer a roadmap to smarter, more strategic finance.

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Follow Darrell:

LinkedIn - https://www.linkedin.com/in/darrell-cox-547a461/?originalSubdomain=ca

Website - https://unasoftware.com/

Follow Paul:

Website - https://www.thefpandaguy.com/

LinkedIn - https://www.linkedin.com/in/thefpandaguy

Earn Your CPE Credit

For CPE credit, please go to earmarkcpe.com, listen to the episode, download the app, answer a few questions, and earn your CPE certification. To earn education credits for the FP&A  Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[04:08] - What Great FP&A Looks Like

[06:54] - Enabling the Finance Team

[09:12] - Finance Career Insights

[12:04] - Overview of Una's Mission and Vision

[18:48] - Building a Revenue Forecast

[24:00] - Ideal Revenue Data Inputs

[27:18] - Counterintuitive Data Insights

[32:58] -  Partnering with Sales

[42:53] - Career Growth in FP&A