Company: The Audacious Agency, Australia
Company Description: The Audacious Agency are profile building and awards specialists, helping entrepreneurs and business owners who are sick of being the world's best-kept secret, to boldly stand out from the competition and be sought-after credible leaders. We help changemakers and leaders become googlicious!
Nomination Category: Company/Organization Awards Categories
Nomination Sub Category: Startup of the Year - Business Services Industries
 Nomination Title: Alena Bennett - Accelerating organisation growth by elevating CFOs
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2021 of the nominated organization, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the appropriate spaces below:
- Briefly describe the nominated organization: history and past performance (up to 200 words):
Total 199 words used.
My journey creating a business of transformation coaching/mentoring for chief financial officers (CFOs) came down to a sliding door moment. I always wanted to be a sports physio, yet doubted my academic prowess to get the marks to study this subject. When I achieved this goal, I chose the safe path of studying finance. This decision led me to build the most impactful and remarkable business in 2020
I empower CFOs to break through the pervasive corporate world misnomer that CFOs only care about numbers, not people. My background in accounting and extensive audit, finance, risk, communications and leadership in Australia and the USA inspires CFOs to change their perception of their importance, tap into leadership opportunities and team-building skills.
The CFOs' role has undergone a profound shift, not only taking financial data and using it to influence operational decision-making and strategy, but also with people at the core of all these decisions. I take them from being seen as the 'guardian of the books' and ‘tinkering’ with numbers, and evolve their pivotal roles, which requires them to be backward and present looking, and forward focused. CFOs are the ‘voice of reason next to the CEO’s voice of vision’.
- Outline the organization's achievements since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
I launched the Finance team programs and CFO Boardroom in 2021 with five members; it now sits at 19, with 25 completing the program and guiding two CFOs in the Finance team program to better lead their over 50 team members (~25 each) globally.
I’ve driven the growth of my profile and business with an intense and strategic focus on LinkedIn marketing, the best platform to connect with my ideal audience.
My revenue growth has exceeded my expectations. Since launching in 2020, my first year’s turnover was under $100,000. Focusing on marketing foundation - high-quality content, writing books, speaking on stages and business growth activities, my business turnover is $800,000 per year - 700% growth in two years.
I've grown the membership from those predominantly in New South Wales, where I'm based, to memberships in the CFO Boardroom across APAC and the globe.
After writing my first book in 2018 – Meaning Matters, I published CFO of the Future, which has been reprinted three times. I've published two other books, and am launching my next book in October 2023. My books are important business collateral emphasising my thought leadership and experience in CFO leadership and finance.
Never one to rest on my laurels, I always seek ways to build my skills and expertise. Last year, I gained qualifications with GAICD Graduate of the Australian Institute Of Company Directors and am a founding partner and major sponsor of the Inaugural Australian CFO Awards in 2022 (and November 2023).
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 169 words used.
My business has expanded and evolved in several exciting directions. I’ve achieved my bigger goal to become a professional director. Utilising my authoritative expertise to mentor more CFOs, I’ve set a powerful example of what can be achieved when you live and breathe your mission.
I’ve:
- licensed my programs into various organisations where CFO certified mentors use my content to empower others to guide finance professionals effectively.
- Written more books that delved deeper into authoritative leadership insights in the finance space, valuable resources for aspiring/experienced CFOs.
- Frequent mastermind groups on an international scale. Participants took their learnings back to their organisations, fostering significant positive change in the finance industry.
- Established a global mentoring program - cross-mentoring among members, encouraged mutual growth and collaboration while spreading the movement worldwide.
I’m a driving force in transforming the finance industry. Through mentoring, empowering leaders, and fostering a global community of impactful CFOs, my vision has created a lasting positive impact on the profession.
You can see more in the support document attached.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 246 words used.
When you deal with finances every day, CFOs can be stressed out and time-poor. Having worked in this space, I recognise the demands on their time. I’ve created a balance of training and mentoring, giving time to learn and grow, without homework. Implementation actions had to directly benefit current strategic goals and priorities. Each step in the journey with me is mapped out with a proven framework, tailored to the specific needs of CFOs, and empowers them with the skills to step outside the 'job description' and embrace the deep insights they have about what drives a business's success - finances and people.
CFOs have the potential to change the world. Their unique combination of being good humans, along with their financial and commercial acumen, makes them incredible decision-makers who can see the past, present, and future of the businesses they work for.
Stewardship is a vital aspect of a CFOs’ responsibilities. They take the gifts of time, talent, and treasure, returning them with interest. When capable and compassionate CFOs embrace this role, they make a positive impact on the world.
In the realm of leadership mentoring, the focus is often on other C-Suite executives. Instead of hosting the typical corporate conference-style training that often bears no real-world applications, my work addresses current business problems while growing CFOs for the future. Neuroscience supports my approach to creating communities for people to connect, underpinned by proven adult learning and pedagogies with a mix of energy and fun.
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