FP&A Unlocked

Paul Barnhurst
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FP&A Unlocked is where Paul Barnhurst, aka The FP&A Guy, discusses how FP&A can unlock your seat at the boardroom, and what it takes.

  1. The Marketing Attribution Strategy for FP&A Teams to Take Control of Marketing ROI with Jeff Greenfield

    4D AGO

    The Marketing Attribution Strategy for FP&A Teams to Take Control of Marketing ROI with Jeff Greenfield

    In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Jeff Greenfield, an entrepreneur, advisor, and founder of Provalytics, a leading attribution and measurement solution. Jeff discusses marketing attribution, the challenges marketers face in proving the impact of their campaigns, and the evolving role of FP&A in understanding marketing spend. He shares his entrepreneurial journey, from building an SEO platform to leading Provalytics in providing marketers with a single source of truth for their efforts. Jeff Greenfield is the co-founder and CEO of Provalytics, a "cookie-less" attribution solution that helps marketers demonstrate the value of upper-funnel channels like CTV, podcasting, and more. Before founding Provalytics, Jeff built and led multiple digital marketing companies, pioneering the use of data-driven approaches to improve marketing performance. Expect to Learn: The challenges marketers face in proving campaign ROI and how to overcome themWhy FP&A professionals should understand marketing’s data modelsHow marketers and finance teams can align on data-driven goalsHow to ensure marketing budgets are being spent effectively Here are a few relevant quotes from the episode: “A great FP&A relationship is when marketing can demonstrate that their efforts are working and walk away with the budget they need.” – Jeff Greenfield“It’s important to understand that marketing is not just about clicks, it’s about capturing attention.” – Jeff Greenfield Jeff Greenfield shared valuable insights on the challenges of marketing attribution and how finance teams can collaborate with marketing to ensure efficient budget allocation. He emphasized the importance of understanding marketing data and aligning on a common measurement framework for better decision-making. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Jeff: LinkedIn: https://www.linkedin.com/in/jeffgreenfield/ Company: https://provalytics.com/ Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [02:40] – Jeff’s Background [03:33] – What Does Great FP&A Look Like? [08:21] – Measuring Revenue from Podcasts [11:25] – From Chiropractic to Marketing [15:10] – Founding Provalytics: Marketing Attribution [18:48] – The Google Tax in Attribution [29:46] – Why Google Isn't Enough Anymore [37:49] – AI and Podcast ROI [41:07] – Top Technical Skill for FP&A [48:00] – Last Questions & Final thought

    49 min
  2. Practical Charts for Finance Teams to Turn Data Visuals into Strategic Tools with Nick Desbarats

    MAR 5

    Practical Charts for Finance Teams to Turn Data Visuals into Strategic Tools with Nick Desbarats

    In this episode, host Paul Barnhurst is joined by Nick Desbarats, a data visualisation expert, bestselling author, and independent educator, to discuss data visualisation. Nick talks about the skills needed to create effective charts, how to avoid common mistakes, and the importance of understanding the "job" of a chart. He shares his journey from software executive to becoming an authority in the field and explains why the true skill of visualising data goes beyond knowing the software. Nick is the author of Practical Charts (Amazon #1 New Release) and the upcoming Practical Dashboards. He has taught thousands of professionals globally, including teams at NASA, Bloomberg, Visa, the United Nations, Shopify, and more. He is also the first educator authorised by Stephen Few to teach his foundational data visualisation workshops. Expect to Learn: Why understanding the "job" of a chart is more important than the data itselfThe key skills needed for creating effective chartsCommon mistakes in data visualisation and how to avoid themWhy empathy for your audience is crucial when designing visualsHow to decide when to use default charts vs. creating custom visuals Here are a few relevant quotes from the episode: “The real job of a chart is to serve people, not the software.” – Nick Desbarats“Data visualisation is not about the tool, it’s about the message you want to convey.” – Nick Desbarats Nick Desbarats shared valuable insights on creating effective data visualisations, emphasizing the importance of understanding the purpose behind each chart. He highlighted key skills, common mistakes, and the need for empathy with your audience. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Nick: LinkedIn: https://www.linkedin.com/in/nickdesbarats/ Company: https://www.practicalreporting.com/ Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [03:33] – Nick’s Background [05:32] – Key Skills for Data Visualisation Experts [09:50] – Executive to Data Viz Educator [12:35] – Book Recommendations [19:35] – Moving Beyond “It Depends” [26:08] – Common Finance Chart Mistakes [34:13] – The Pie Chart Dilemma [37:54] – AI in Data Visualisation [45:56] – Chart Type Selection Skills [58:30] – Final Wrap-up

    59 min
  3. How HR & FP&A Teams Build Trust to Improve Decision-Making & Business Performance with Deborah & Cynthia

    FEB 26

    How HR & FP&A Teams Build Trust to Improve Decision-Making & Business Performance with Deborah & Cynthia

    In this episode of FP&A Unlocked, hosts Paul Barnhurst and Glenn Snyder are joined by HR leaders Cynthia Kenny and Deborah Hill to discuss the important partnership between HR and FP&A. They explore how aligning goals across departments can drive organizational success, share personal stories about career development, and highlight the importance of trust and collaboration. Cynthia Kenny is a CHRO and C-suite partner with over 30 years of experience in human resources, focusing on change management and organizational transformation. Deborah Hill is an HR leader with over 10 years of experience leading HR teams in tech-focused and tech-enabled companies. She specializes in building culture and driving talent initiatives, and has managed businesses with revenues ranging from $400M to $5B. Expect to Learn: How HR and FP&A can partner to drive organizational successThe importance of aligning company, team, and individual goalsBest practices for goal-setting and performance managementWhy flexibility is important when managing goals throughout the yearHow to build trust and collaboration between HR and FP&A Here are a few relevant quotes from the episode: “Great FP&A is about turning financial data into actionable insights for business leaders.” - Deborah Hill“Real success happens when HR and FP&A work together, understanding each other’s worlds and creating synergy.” - Cynthia Kenny Cynthia Kenny and Deborah Hill provided valuable insights on the critical partnership between HR and FP&A, emphasizing the importance of aligning goals across departments to drive organizational success. They discussed how clear, actionable goals can lead to better decision-making, stronger collaboration, and improved business outcomes. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Deborah: LinkedIn: https://www.linkedin.com/in/deborah-hill-8a24771/ Company: https://www.linkedin.com/company/american-tire-distributors/ Follow Cynthia: LinkedIn: https://www.linkedin.com/in/cynthiakennymaccp/ Company: https://www.linkedin.com/company/sunland-asphalt/ Follow Glenn: Linkedin: https://www.linkedin.com/in/glenntsnyder Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [05:44] – What Great FP&A Looks Like [10:07] – COVID Finance & HR Decisions [16:55] – Hiring, Headcount & Data Issues [23:49] – HRIS, ERP & Source of Truth [27:29] – Aligning Corporate & Individual Goals [36:07] – Flexible Performance Management [47:56] – Effective Goal-Setting Practices [59:17] – Final Takeaways & Career Growth

    1h 3m
  4. FP&A Career Path for Finance Professionals to Become Strategic CFOs with Rey Del Valle

    FEB 19

    FP&A Career Path for Finance Professionals to Become Strategic CFOs with Rey Del Valle

    In this episode of FP&A Unlocked, host Paul Barnhurst sits down with Rey del Valle to discuss what it really takes to move from reporting the business to steering it. Rey shares lessons from more than 25 years across media, entertainment, ecommerce, and fintech, explaining why curiosity, collaboration, and driver-based modeling are essential to effective finance leadership. Rey del Valle is a strategic CFO with deep roots in FP&A, having built his career at organizations such as FedEx, Norwegian Cruise Line, MTV Networks, and The Walt Disney Company. He has since served as CFO and advisor for companies including Ticketmaster, AXS, Guitar Center, OpenX, and several entertainment-focused fintech platforms. Expect to Learn: What great FP&A looks like beyond spreadsheets and reportingThe biggest mindset shift required when moving from FP&A to CFOWhy curiosity and operational understanding matter in financeHow collaboration plays a key role in successful turnaroundsHow benchmarks and driver-based models uncover opportunities Here are a few relevant quotes from the episode: “FP&A is about taking data and turning it into actionable insight so the business can actually do something with it.” - Rey del Valle“Our role in finance is not to look at numbers for their own sake, it is to help the company make better decisions.” - Rey del Valle Rey shares practical insights on how FP&A teams can become stronger strategic partners by understanding business drivers, building models that support decision-making, and working closely with operations. He emphasizes that finance leaders create the most value when they listen first, stay curious, and help teams translate strategy into execution, especially during periods of change. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Rey: LinkedIn - https://www.linkedin.com/in/reydelvalle/ Company - https://www.linkedin.com/company/everestadvisorsllc/ Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode[03:12] - What Great FP&A Really Means [04:56] - Choosing the CFO Path [07:49] - CFO of the Year Nomination [10:00] - Architect vs Engineer in Finance [13:38] - Execution and Overcommunication [16:41] - Understanding Business Drivers [21:26] - From Reporting to Steering [29:03] - Finance Inside Operations [33:25] - Turning Around a Business

    49 min
  5. Establishing A Mission, A Culture And Trust Is Key To Building A High Performing FP&A Team With Aswin

    FEB 12

    Establishing A Mission, A Culture And Trust Is Key To Building A High Performing FP&A Team With Aswin

    In this episode of FP&A Unlocked, host Paul Barnhurst sits down with Aswin Saravanan, VP of Finance at Qualtrics, to explore what it really takes for FP&A teams to move from insight to action. Aswin shares why trust is the foundation of strategic finance, how culture and vision enable better decision making, and why simplicity in financial modeling often delivers the greatest impact Aswin is a strategic finance leader with over a decade of experience across global technology companies. He specializes in connecting strategy to execution and helping finance drive business outcomes. Currently the VP of Finance at Qualtrics, he brings deep expertise across corporate, product, and go-to-market finance. He has previously held leadership roles at Microsoft and HubSpot. Expect to Learn What great FP&A looks like as a strategic business partnerWhy is trust required to move from insight to actionHow culture and vision shape high-performing FP&A teamsThe importance of simple financial models over complex onesHow FP&A teams create strategic value that influences the future Here are a few relevant quotes from the episode: “Taking something from insight to action requires trust. Without trust, nothing really moves.” - Aswin Saravanan“Great FP&A is when the team can be a proactive strategic partner and actually change the trajectory of the company.”- Aswin Saravanan Aswin Saravanan shares practical insights on how FP&A teams can move from reporting to truly influencing business outcomes. By building trust, setting a clear vision, and keeping financial models simple, finance leaders can turn insight into action. The conversation reinforces that strategic value comes from helping the business make better decisions about the future. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Aswin: LinkedIn - https://www.linkedin.com/in/aswinsaravanan/ Company - https://www.linkedin.com/company/qualtrics/ Earn Your CPE Credit For CPE credit, please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [03:56] - What Great FP&A Looks Like [05:23] - Why Finance in Tech [07:20] - Outcome-Based Pricing Risks [10:49] - Leading Finance at Qualtrics [13:13] - Culture and Vision in FP&A [17:16] - Building Team Culture [22:47] - Trust and Core FP&A Skills [26:18] - Defining Strategic Value [32:39] - Driving Operational Excellence [34:37] - Simple Financial Modeling

    47 min
  6. The Analytics Lessons FP&A Leaders Need to Build Better, Repeatable Workflows with Ned Harding

    FEB 5

    The Analytics Lessons FP&A Leaders Need to Build Better, Repeatable Workflows with Ned Harding

    In this episode of FP&A Unlocked, host Paul Barnhurst sits down with Ned Harding - a true pioneer in the data analytics space - to talk about why most data tools still don’t meet the needs of today’s collaborative teams. From building Alteryx from the ground up to launching a new venture (Enso Analytics), Ned shares his take on what’s broken in data workflows and how FP&A teams can fix it. Ned Harding is the Chief Product Officer at Enso Analytics, a platform that helped define the self-service analytics category. He started coding at eight years old, taught himself from PDP-11 manuals, and has spent the last two decades creating tools used by hundreds of thousands of analysts worldwide. He’s a product guy through and through, and he’s on a mission to help teams work smarter with their data. Expect to Learn: Why most data tools fall short when it comes to real team collaborationThe importance of repeatability and testing in FP&A workflowsHow to avoid common pitfalls with AI and overfitting in forecastingWhy Excel is both a lifesaver - and a landmineHow to build a true “culture of analytics” across your entire org Here are a few relevant quotes from the episode: “The biggest successes happen when teams collaborate - analytics shouldn’t be a solo act.”- Ned Harding“If your team’s not getting value from your data work, you’re not doing your job.”- Ned Harding Ned shares practical insights on how FP&A teams can become strategic partners by embracing collaborative, repeatable analytics. He emphasizes the value of integrating data across teams, avoiding AI pitfalls, and applying the scientific method to drive consistent, data-informed decision-making. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Ned: LinkedIn - https://www.linkedin.com/in/ned-harding-34a57526/ Company - https://www.linkedin.com/company/enso-analytics/ Website - https://ensoanalytics.com Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [02:43] – Meet Ned Harding & His Journey to Enso [06:04] – Accidental Start in Analytics [10:59] – Turning Tools into a Business [14:49] – Why Enso Analytics? [25:43] – Analytics Across the Org [29:16] – Context is Everything [35:51] – The Risk of Overusing AI [43:56] – Are We in an AI Bubble? [47:07] – Top Skills for FP&A Pros [49:54] – The Excel Debate [53:12] – Fun Final Questions

    55 min
  7. The Role Of FP&A In Being IPO Ready With Jeffrey Bernstein

    JAN 29

    The Role Of FP&A In Being IPO Ready With Jeffrey Bernstein

    In this episode of FP&A Unlocked, hosts Paul Barnhurst and Glenn Snyder sit down with Jeffrey Bernstein to explore how finance leaders can better communicate financial insights and influence decision-making across an organization. The conversation focuses on the gap between technical financial knowledge and the ability to clearly explain what the numbers actually mean to non-finance stakeholders. Jeffrey is a Senior Managing Director and Head of Capital Markets Advisory at Riveron, a leading advisor to the Office of the CFO and Private Equity. Early in his career, Jeff was a Managing Director at Goldman Sachs, where he helped execute IPOs in the technology sector for over a decade. Afterward, he spent more than 15 years as a portfolio manager investing in disruptive public and private companies. For the last eight years, Jeff has served as a trusted strategic advisor to pre-IPO companies, guiding them toward successful public exits. Expect to Learn: Why finance professionals play a crucial role in the IPO processHow to prepare a company financially for a successful public listingThe importance of building financial trust with public investorsHow to evaluate the readiness of your financial systems and team for the IPO process Here are a few relevant quotes from the episode: “The biggest change from private to public is transitioning from over-promising to under-promising and over-delivering.”- Jeff Bernstein“Financial integrity isn’t just about the numbers; it’s about being transparent, avoiding gimmicks, and sticking to metrics that have real meaning.”- Jeff Bernstein Jeff shares valuable insights on the complexities of going public, managing quarterly earnings, and maintaining investor trust. He also discusses how FP&A teams can help steer the company through financial reporting, forecasting, and strategic decision-making post-IPO. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Jeffrey: LinkedIn - https://www.linkedin.com/in/jeff-bernstein-498a23158/ Company - https://www.linkedin.com/company/riveron/ Website - https://riveron.com/ Follow Glenn: LinkedIn - https://www.linkedin.com/in/glenntsnyder/ Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [01:42] – Meet Jeff Bernstein [04:58] – Transitioning to Public Company [08:36] – The Role of FP&A in IPO [12:44] – Investor Trust and Forecasting [17:10] – Financial Integrity [21:58] – Preparing for the IPO Process [26:35] – Stress-Testing Forecasts [30:42] – Earning Investor Trust [34:18] – Organizational Behaviour Shift [37:33] – Key to Success in IPOs and SPACs

    56 min
  8. How FP&A Professionals Can Evolve Beyond Reporting and Become Strategic Partners with Bryan Lapidus

    JAN 22

    How FP&A Professionals Can Evolve Beyond Reporting and Become Strategic Partners with Bryan Lapidus

    In this engaging episode of FP&A Unlocked, host Paul Barnhurst welcomes back Bryan Lapidus, Director of FP&A Practice at the Association for Financial Professionals (AFP), to explore how finance professionals can better prepare for the evolving demands of the industry. They discuss how AFP supports the finance community, the role of technology in shaping FP&A, and why soft skills are critical in today’s collaborative environment. Bryan Lapidus is the Director of FP&A Practice at AFP, where he serves as a subject matter expert on financial planning and analysis. With more than 20 years in FP&A and treasury at organizations like American Express and Fannie Mae, Bryan brings deep knowledge of corporate finance. At AFP, he develops thought leadership, leads advisory councils, and curates content that helps professionals thrive in a rapidly changing landscape. Expect to Learn: The two core competencies every great FP&A professional must masterWhy “getting out from behind the screen” matters for business insightHow AFP curates learning and networking experiences for finance professionalsWhat to expect from AFP’s FP&A Forum and Annual ConferenceHow to avoid low-value work and focus on driving business impact This episode highlights the evolving role of FP&A, emphasizing the need for both strong technical skills and human-centered business insight. Bryan Lapidus reminds us that tools like AI are valuable, but true impact comes from understanding the business and adding strategic value. Continuous learning and community are key to thriving in today’s finance landscape. Campfire: AI-First ERP: Campfire is the AI-first ERP that powers next-gen finance and accounting teams. With integrated solutions for the general ledger, revenue automation, close management, and more, all in one unified platform. Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy Follow Bryan: LinkedIn - linkedin.com/in/bryan-lapidus-fpac Company - https://www.linkedin.com/company/association-for-financial-professionals/ Earn Your CPE Credit For CPE credit please go to earmarkcpe.com, listen to the episode, download the app, and answer a few questions and earn your CPE certification. To earn education credits for FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details. In Today’s Episode [03:33] – What Is AFP? [05:38] – What Makes Great FP&A? [13:34] – Inside the AFP Conference [18:13] – How AFP Chooses Conference Tracks [23:12] – AFP FP&A Forum Highlights [27:30] – How Soft Skills Shape Career Growth [33:27] – Top Technical Skills [37:27] – Eliminating Low-Value Work in FP&A [43:23] – Wrap-Up & Final Thoughts

    45 min
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About

FP&A Unlocked is where Paul Barnhurst, aka The FP&A Guy, discusses how FP&A can unlock your seat at the boardroom, and what it takes.

Information

  • Creator
    Paul Barnhurst
  • Years Active
    2024 - 2026
  • Episodes
    106
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Paul Barnhurst
  • Show Website
    FP&A Unlocked

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