Business
CFO 4.0: How to make your CFO passionate about marketing

Source: Finance Derivative
By Damien Bennett, Global Director of Product, Strategy and Growth, Incubeta
Can you keep something secret for me? I’ve been ‘helping out’ both the marketing and finance departments, telling one department one thing and the other something different. Ultimately the goal is the same, but how we get there is a different strategy entirely.
In the modern world of business, no two departments are closer, and yet further apart, than marketing and finance. Both are ultimately working towards the same goal, which is growing their business, yet neither fully trusts the other to achieve this. Marketing thinks that finance doesn’t understand the complexities of what they do, whilst finance thinks marketing is wasting money by not putting enough pressure on ROI.
I might be generalizing, and I’m sure this isn’t always the case, but I also feel like many of the readers of this article who work in finance or marketing will recognize this sentiment to be familiar.
As with many arguments, neither side is right or wrong. It is true that finance teams can be guilty of taking reported numbers as truth, rather than indicators of truth, and in their haste to support new campaigns, marketers can be guilty of not putting enough pressure on understanding why something worked, or why it didn’t.
But the two departments need to find a way to work together as friends, rather than foes. Marketing teams can provide a huge amount of insight to finance that supports reporting, budgeting, and forecasting, whilst finance teams can help marketers to better understand the impact their campaigns have on business performance.
Why sharing the load can simplify everything
Never has this been more true than it is today. Marketing teams have more tools to align their campaigns to business drivers than ever before. For example, at Incubeta we can run campaigns that account for the profit margin of a product, whether an item is in or out of stock, and automatically respond to price competitiveness.
Yet finance teams don’t know we can do all these smart things. They don’t understand how deep we can go with regard to understanding performance, or how we can use advanced algorithms, machine learning, and automation to make intelligent, data-led decisions about where marketing investment is spent. And we can’t blame them for not knowing, because we haven’t told them.
I have found, in my personal experiences, that as soon as you explain the science behind digital marketing to finance teams their ears prick up. They are genuinely blown away by how much effort goes into ensuring that every dollar of the budget is spent as effectively as possible, and they are usually keen to learn more.
The opportunities for these meetings can’t exist, however, unless we double down on our efforts to collaborate. One of my first requests for any new client is that we hold a session that brings stakeholders from a variety of our client’s departments together in the same room. In that session, we explain what we’re trying to achieve, the challenges that we’re looking to overcome and the specifics of what we are doing, when we’re doing them and the impact we expect them to have. This means there is no ambiguity or mis-alignment – everyone is on the same page.
Open lines of communication is the key to success
As digital marketing becomes increasingly sophisticated, amid the prevalence of data and the shifting sands brought about by increased regulation, it’s crucial to ensure all business departments are kept up-to-date and aware of what’s changing, and what it will mean for their business. How an organization reports performance from marketing channels is a critical component of this. Most businesses started reporting performance by accrediting the value of a sale to the final touchpoint a customer had with marketing before they buy. Nowadays, we know there are much more accurate ways of measuring performance, using models that ensure we consider all touchpoints, the customer-type that was buying and how they made their purchase.
Yet even though we know there are better ways of measuring performance, many organizations still struggle to move away from the less accurate models of the past. This often brings them to a disappointing acceptance that things can’t change. However, if marketing teams were to guide finance teams through this process, we can leave the models of the past behind us. Consider implementing a solution that allows finance to update their internal reports and include the new measurement model side-by-side with the old. This will stop the business from losing visibility of the year-on-year before the old model is phased out for the new.
Promoting a strong inter-departmental relationship
Running regular workshops with both the marketing team and the finance team present have been a great victory for us as an organization. We use these workshops to discuss challenges, explain industry developments and to outline new initiatives that we are looking to launch. Ironically, the outcome of these meetings is that the finance team will often thank us for helping the marketing team to be more focused on business performance, whilst the marketing team will thank us for helping the finance team to see how smart they are in their planning and activation. Some might say I have become something of an expert in playing along with both sides.
Ultimately, the most important factor is the results. Once a marketing team and finance team have joined forces towards achieving a goal, they are unstoppable. A strong inter-departmental relationship between marketing and finance teams will allow both to help reach a collective end goal. The teams can collaborate together to discuss what they need to do to achieve this goal and if their strategy is working or not.
To achieve this, if I need to occasionally tell both teams something different, then so be it.
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Business
Beyond compliance: why the shift to ISO 20022 is more than a messaging upgrade

Maria-Christine Diaz, Senior Business Strategy Manager at Eastnets, explores why ISO 20022 is more than a mandate – it’s a catalyst laying the groundwork for future-proof payment services
The SWIFT-mandated migration by November 2025 is set to end MT message processing for interbank cross-border payment instructions and cash management reporting (CBPR+). Yet, according to SWIFT as of December 2024, only 33% of organisations had adopted ISO 20022 for CBPR+. It highlights a deeper issue: many organisations still see it as a technical obligation when really, the migration implications stretch far beyond protocol upgrades and format translations.
ISO 20022 is not a one-off project. It is a multi-year, cross-functional transformation program touching every part of the business. It’s a strategic opportunity and a chance to rethink how financial institutions manage payments infrastructure, compliance and customer value propositions in a rapidly evolving digital economy.
However, it demands a coordinated, business-wide response.
Why tactical fixes won’t solve strategic shifts
At its core, ISO 20022 replaces the flat, ambiguous MT messaging format with structured, contextualised data that applies across all payment types, domestic and cross-border. It allows institutions to capture and exchange richer details – from payment purpose code and country of origin to beneficiary information – with far greater quality, accuracy and completeness.
That quality creates tangible value. It promises to strengthen Straight-Through Processing (STP) efficiency and dramatically improve the effectiveness of fraud detection and anti-money laundering (AML) processes. How? By reducing the number of investigation cases and false positives that have long strained operations teams. ISO 20022 also supports regulatory focus on real-time transaction monitoring and incident transparency, something central to frameworks like the EU’s Payment Services Directive 3, the AML Directives and the Digital Operational Resilience Act (DORA).
But ISO 20022 doesn’t just support regulatory alignment, it fundamentally alters the operational risk landscape. Most institutions still rely on compliance processes and infrastructures built for MT messages, which are poorly suited to handle the granularity and structure of ISO 20022 data. And when this richer data is simply “bolted on” to legacy systems, problems quickly arise.
Many banks are pursuing a tactical fix for what is a strategic shift – it’s like trying to put a square peg into a round hole. Systems and processes were built around the limited MT format which are flat, fixed and often ambiguous. Existing rule sets designed for flat MT messages begin to break down, triggering too many false positives and overwhelming compliance teams with noise instead of insights.
To realise the full value of ISO 20022, institutions need to map how payment data flows across their organisation. This helps identify legacy workarounds, uncover operational risks and pinpoint where ISO 20022 adds complexity or unlocks new opportunity. Therefore, a comprehensive business-wide impact assessment is essential to strengthen AML, sanctions screening and fraud detection processes.
With that foundation, banks can sharpen customer insights, strengthen fraud and risk controls, and develop new value-added services. As sanctions lists and fraud rules update in near real-time, combined with financial crime compliance costs surpassing $1 trillion in 2024, the ability to act on cleaner, more contextual data has become business-critical.
Therefore, making ISO 20022 work for the business means moving beyond retrofitting and honing in on three areas that drive real transformation.
More impact than meets the eye
The real opportunity begins when ISO 20022 data is integrated into core systems, not just translated at the edges. Payments data now impacts every business line – from retail and corporate banking to capital markets and trade finance – influencing every process from front to back office.
Again, migration is not a one-off project but something that touches every part of the business, from reconciliation processes to customer-facing services. The key challenge of this transformation is knowing where the payment is, its status, without ambiguity, at any moment. Think of it like tracking an Amazon parcel delivery. To manage this, institutions need lightweight analytics tools to monitor and track payment messages in real-time across systems, to reduce reconciliation errors, manual workarounds and operational risk.
The true value lies not in seeing the information, but in using it to streamline operations, resolve issues faster and deliver better outcomes.
The path to optimised financial crime detection
As ISO 20022 fundamentally offers richer information, one of the most immediate benefits lies in financial crime prevention.
To take advantage, institutions must recalibrate financial crime systems to work with clearer, structured and contextual ISO 20022 data. This isn’t just about better information, it’s about better precision. Finetuning these systems through precise finetuning techniques to improve detection precision and strengthen risk mitigation, all while reducing and operational costs.
Take Sohar International, a bank operating in the Middle East, as an example. It reduced its false positives by 67%, helping to distinguish between legitimate and suspicious transactions, simply by optimising screening strategies and using structured ISO 20022 data. That kind of result creates space for smarter, faster decisions across the organisation, all while strengthening its AML compliance framework.
An opportunity for leaner payment processes
Additionally, ISO 20022 presents the perfect opportunity to modernise payment infrastructures with a modular orchestration layer – a flexible, business-agnostic workflow engine that seamlessly translates and routes messages across systems. This shields core business applications from changes in formats, protocols and standards, reducing maintenance overhead and operational risk and accelerating ISO 20022 adoption without disrupting core operations.
Moreover, it enables real-time monitoring, detection and investigation of issues such as duplicate payments or delayed messages, providing transaction integrity across the entire lifecycle. Having infrastructure agility translates directly into business performance, which can lead to increased cross-jurisdiction visibility in real-time and optimised STP rates, making sure payments move securely, efficiently and in line with market expectations. .
By building this agility, financial institutions lay the groundwork to rapidly adapt to future market changes, new services and customer demands without overhauling core systems. It also provides real-time visibility and transaction integrity, making sure payments move securely, efficiently and in line with market expectations.
Unlocking the true value of ISO 20022
Treating compliance as the end goal is a strategic misstep. So, without a coordinated business-wide transformation strategy, supported by optimised financial crime tools, a lean orchestration layer and real-time monitoring, institutions risk operational disruptions and regulatory scrutiny impacting their bottom line.
What’s ultimately at stake is more than a messaging upgrade. It’s the opportunity to reshape financial infrastructure for an era defined by sustainable growth and operational resilience.
The real value of ISO 20022 lies not in translating messages, but in transforming the business. Those who embrace the shift – not just to adopt, but to adapt – will be best positioned to unlock smarter, data-driven growth in the years ahead.
Business
The Quiet Strength of Being Clear – Why Assertiveness Matters More Than Ever for Founders

By Rebecca Sutherland, CEO and Founder of HarbarSix
There’s a word that often makes people shift a little in their seats. Assertiveness. It can sound sharp, maybe even a bit harsh, like something that belongs in boardrooms filled with ego or in negotiation books gathering dust on someone’s shelf. But in truth, assertiveness, when you really understand it, is one of the most compassionate tools we have as leaders.
Because at its core, assertiveness isn’t about being pushy. It’s about being clear.
And when you’re building something, a business, a team, a dream that lives outside the ordinary, that kind of clarity becomes essential. Without it, you end up drifting, making decisions that don’t feel quite right, saying yes when you mean no, and slowly watching the thing you once felt lit up by become a source of tension or exhaustion.
I’ve seen it happen more than once. A brilliant, creative founder full of drive and vision, slowly ground down by too many compromises, too much people-pleasing, too little space to breathe. They don’t lack skill or ambition. What they’re missing is that anchor, the ability to be assertive without feeling like they have to apologise for it.
So, let’s unpack that, because I think we need to talk about how to lead from a place that’s both strong and soft. Firm but open and rooted in who you are.
Assertiveness starts with self-trust
Before you can speak clearly to others, you must be clear with yourself. What do you stand for? What kind of culture are you trying to build? What do you value, not just on a branding level, but deep in your bones?
Because if you don’t know that, you’ll find yourself pulled in all directions. You’ll agree to partnerships that don’t serve you, hire people based on panic rather than alignment, and find it hard to hold boundaries when the stakes feel high.
But when you do know—when you’ve taken the time to understand what really matters to you—it becomes easier to communicate it, calmly and confidently, even when it’s uncomfortable.
Saying what you mean isn’t unkind—it’s respectful
There’s a misconception, especially among founders who want to be “good” leaders, that being direct is somehow abrasive. That if you’re too clear, you might upset people. But in my experience, the opposite is true.
When you wrap your truth in too many layers of softening or delay saying the hard thing because you’re worried about how it will land, you actually create more confusion, not less. People want to know where they stand. Your team, your investors, your clients—they respect leaders who can speak with warmth and certainty.
You don’t need to bark orders or dominate a room. But you do need to be able to say, “This isn’t working for me,” or “This direction doesn’t feel right,” or even, “I’ve changed my mind.” That kind of honesty is a form of care. It protects your energy, and it gives everyone around you a clearer playing field.
Boundaries aren’t barriers—they’re invitations to trust
One of the most powerful forms of assertiveness is knowing when to say no. Or not yet. Or not like this.
As founders, we’re often wired to keep giving—to clients, to our team, to the business itself. But that constant giving, without boundaries, leads to burnout. And more than that, it models a kind of unsustainable leadership where overextending becomes the norm.
Boundaries, when set with intention, are not walls. They’re signals. They say, “This is how I work best,” or “This is what I need to stay at my best,” or “Here’s the line where my role ends and yours begins.” And far from pushing people away, they create the safety and trust needed for real collaboration.
Not everyone will like it—and that’s okay
Here’s the part that might sting a little: not everyone will like your assertiveness. Some people will bristle when you stop bending over backwards. Others may be used to you saying yes to everything, and might struggle when you start to reclaim your space.
Let them. Your job isn’t to be liked by everyone. Your job is to build something honest, sustainable, and true. And the people who are meant to walk alongside you? They’ll stay, in fact, they’ll probably thank you for the clarity.
Practice before you need it
Like any skill, assertiveness gets easier with practice. Start small. Have that conversation you’ve been avoiding. Say no to the next thing that doesn’t feel aligned. Express a need clearly without over-explaining. And then do it again. Not perfectly, just consistently.
If you’re not used to it, it might feel clunky at first. That’s okay. Clarity is a muscle. The more you use it, the stronger it gets.
The most powerful leaders are not the loudest
They’re not the ones who dominate meetings or chase visibility for its own sake. They’re the ones who know who they are. Who can sit in discomfort without losing their footing. Who can say the hard thing with softness and stay true to their vision when the noise gets loud.
Assertiveness isn’t about power over others—it’s about being in your own power. And when you lead from that place, it changes everything.
For your business. For your team. And most importantly, for you.
Business
Innovation in banking must go hand in hand with security, and here’s why

Dean Clark, Group Chief Technology Officer for GFT
The banking sector is transforming more and more, with banks under pressure to meet customers’ evolving expectations. This means that even the most traditional institutions have to move away from legacy systems and adopt modern technologies such as cloud computing and AI. The aim of this shift is not just to keep pace with digital-native competitors, but also to improve operational efficiency and deliver better customer experiences.
However, innovation brings new challenges. Transitioning from centralised mainframes to cloud-based platforms is a complex process that can’t happen overnight. Amid this transformation, banks must ensure that security remains a top priority. Striking the right balance between modernisation and robust security is essential to building and maintaining consumer trust in the digital age.
Balancing agility with security
Multicloud is a key component of digital transformation strategies in the financial sector. Many banks are relying on hybrid multicloud to modernise and keep up with the evolving tech landscape. In the meantime, new digital banks are launching entirely on cloud-native platforms, which helps support agility and scalability from day one.
Cloud technologies offer many advantages, including improved performance, flexibility and faster innovation. However, despite these benefits, they do come with security challenges. Cloud infrastructure, often built and managed using Infrastructure as Code (IaC), can include some vulnerabilities and give an entry point into a bank’s system to malicious actors. As such, ensuring that IaC adheres to best practices is essential to avoid misconfigurations or exploitable vulnerabilities as early as possible.
The protection of consumer data must also be central to any digital transformation strategy. Security must be deeply embedded not only in backend infrastructure but also in the user-facing layers such as web portals and mobile applications. This is critical to maintain consumer trust and improve retention.
Why a unified security platform is essential
When undergoing digital transformation, financial institutions need a unified security solution to help streamline the security management process by having all the necessary tools in one place. In fact, a unified security solution is built on three interconnected pillars. First, security must be embedded directly into development pipelines. This integration helps identify and mitigate risks and misconfigurations early, before they can impact production. Second, through continuous monitoring and management of cloud assets, banks can gain more visibility and control over their security posture. Third, runtime protection safeguards cloud workloads, web applications and APIs through tools like cloud threat detection, host security, container security, serverless security, and web application & API protection. Together, these pillars help to establish a robust security framework. This way, digital banks can minimise risks, streamline operations and ensure compliance with regulatory demands.
The benefits of ‘zero trust’
Modern cloud-native banks rely on ‘zero trust’ security models more and more. ‘Zero trust’ refers to the principle according to which every request to access an organisation’s system should be carefully reviewed. This means that no user or system is trusted by default. They’re all subject to identification and authentication checks. This helps set clear boundaries between the applications the users are accessing and the resources available in the cloud. And even after access has been granted, all activity is monitored on an ongoing basis to identify potential malicious behaviour that could compromise digital banking systems. This continuous verification enhances visibility into potential threats and facilitates compliance with regulatory standards.
To further reinforce security, mutual transport layer security (TLS) can be implemented as a core design principle, enabling secure authentication with third-party entities over the internet. By adopting such measures, digital banks can build a resilient security foundation that safeguards against evolving threats whilst preserving customer trust and operational integrity.
The example of Salt Bank
Salt Bank is a next-generation digital bank launched in Romania. It serves as a good example of a financial institution that embedded security into its digital banking platform from the start. Salt Bank was built and launched in under 12 months, showcasing the power of an approach to innovation that heavily relies on security.
Salt Bank implemented a range of advanced security measures, including zero trust architecture, threat modelling, cloud security posture management, and automated security operations, guided by this security-by-design philosophy. These tools helped the bank implement a strong defence against cyber threats whilst still focusing on improving customer experience.
Central to Salt Bank’s strategy was Engine by Starling, a SaaS platform designed specifically for digital banking, paired with Palo Alto Networks’ Prisma Cloud. Prisma Cloud played a key role in securing the bank’s cloud infrastructure, offering capabilities such as misconfiguration monitoring, risk detection, remediation and compliance management. Together, these technologies provide a unified and efficient approach to managing security in a complex cloud environment.
The future of modern banking is all about security
As digital transformation accelerates across the financial sector, companies must keep security at the top of their agenda. Whilst innovating is key to keeping up with evolving trends and changing customer expectations, it can’t be done without prioritising security. If security isn’t embedded in every layer of an organisation’s digital infrastructure, vulnerabilities may be introduced within the system and easily exploited by malicious actors. And once cyber attackers are in the system, everyone knows it can lead to chaos.
But security isn’t just for defensive purposes, it’s also a strategic advantage. In a climate of growing digital distrust, the most secure bank doesn’t just win compliance, it also wins customers. By choosing to turn advanced security into a visible product feature, not just an internal practice, banks can build marketable trust and differentiate from fintech challengers who may cut corners in pursuit of speed.

Beyond compliance: why the shift to ISO 20022 is more than a messaging upgrade

The Quiet Strength of Being Clear – Why Assertiveness Matters More Than Ever for Founders

Innovation in banking must go hand in hand with security, and here’s why

How 5G and AI are shaping the future of eHealth

Stealthy Malware: How Does it Work and How Should Enterprises Mitigate It?
