From Decks to Decisions: Turning Strategy Into Execution | Roy Hefer, CFO, Perk

Описание: In this episode, Jack is joined by Roy Hefer, the CFO of Perk. They discuss Perk’s AI-powered travel and spend platform for small and midsize businesses and the company’s focus on eliminating “shadow work.” Hefer explains how finance shapes strategy by framing options early, especially when markets tighten. The conversation also covers trust-building, first-principles thinking, and build-versus-buy decisions in M&A. Hefer shares how Perk adopted AI at scale in customer care to improve margins and customer experience, and reflects on the people-centered reality of the CFO role.
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Video Timestamps & Titles
0:00 — Episode Open: The CFO Role Becomes People-Centric
1:05 — Why Finance Must Shape Outcomes
3:10 — Guest Introduction: Roy Hefer of Perk
4:07 — From “Scorekeeper” to Modern CFO
5:52 — McKinsey: First-Principles and Global Exposure
7:30 — Trading Advice for Execution: Joining Lumenis
11:55 — Owning Results: Cost Takeout and Strategy Shifts
13:38 — Trust as a CFO’s Core Currency
17:37 — The Power of Asking “Why”
19:51 — What Perk Does: Eliminating “Shadow Work”
22:28 — Capital Structure + AI Margin Expansion
25:14 — AI in Finance: Forecasting Limits, Automation Upside
27:44 — Build vs. Buy: M&A and Culture Fit
30:26 — AI Guardrails: Privacy, Values, and Trust
34:10 — Finance Strategic Moment: Late-2022 Profitability Pivot
37:35 — The CFO Surprise: People Leadership Dominates
40:10 — Personal Habits, Mental Health, and Sustainability
42:26 — Book Picks and Operating Discipline
44:26 — 12-Month CFO Priorities