.avif)
How a Fractional CFO Tackled Cashflow Optimisation and Reduced Financial Risk Across a Marketing Business
- 11 hours ago
- 3 min read
Case Study: Cashflow Management
The Client's Question
When a founder is running one entity with two connected businesses - an Australian marketing agency and a US-based SaaS operation - the financial picture can become genuinely difficult to read.
Revenue was coming in across AUD and USD. Costs were spread across Xero, Stripe, Wise and multiple bank accounts. Invoicing was inconsistent, collections were not being followed up with discipline, and it was hard to see where the business actually stood on cash at any given moment.
The founder was carrying too much of the financial decision-making alone, and without a clear weekly view of cashflow, receivables and runway, the business was exposed to risks that had not yet surfaced, but he knew were lurking nearby.
There was no shortage of activity. But there was a shortage of financial clarity.
What Diamond Advisory Did
Diamond Advisory was engaged as Fractional CFO to take end-to-end ownership of the financial picture - bringing structure, visibility and discipline to both businesses without adding unnecessary overhead.
Cashflow and credit exposure
Diamond Advisory took ownership of cashflow management from the ground up. This included a clear view of cash positions across both businesses, identifying unmanaged credit exposure and establishing tighter controls around billing timing and follow-up.
Weekly CFO reporting
A concise weekly CFO report was established covering cash balances, accounts receivable ageing, runway position and emerging pressure points. For the first time, the founder had a reliable, timely financial pulse - delivered without the noise.
Invoicing accuracy and collections discipline
Invoicing accuracy was reviewed and strengthened across both entities. A consistent collections follow-up process was embedded, reducing revenue leakage and improving the speed at which cash was being converted from work done to funds received.
Separating agency performance from SaaS investment
One of the more commercially important improvements was restructuring the reporting to clearly separate core agency performance from SaaS investment activity. This gave the founder a much cleaner read on where margin was being generated and where capital was being deployed - critical for making sound allocation decisions.
Finance systems and workflows
Underlying finance processes were strengthened across Xero, Stripe, Wise and banking workflows. The goal was to reduce friction, improve execution and make the finance function more reliable without making it more complex.
Coordination across jurisdictions
Diamond Advisory managed the relationship with external accountants, banks and payment providers across both Australian and US operations - ensuring compliant, efficient finance management without the founder needing to navigate it.
Proactive CFO support
Rather than waiting to be asked, Diamond Advisory surfaced emerging risks early, presented practical options and reduced the day-to-day financial burden on the founder - freeing up executive attention for growth.
The Results: Cashflow Optimisation
Cashflow visibility improved materially. Revenue leakage was reduced. The founder gained a reliable weekly view of cash, receivables and runway - without the noise.
Specific improvements included:
Clear cashflow visibility across AUD and USD operations for the first time
Tighter collections discipline reducing the gap between work delivered and cash received debtors days dropped from 35 to 7 days
Weekly CFO reporting that surfaced pressure points before they became problems
Reduced unmanaged financial risk across credit exposure, billing and currency management
Stronger finance systems across Xero, Stripe, Wise and banking - less friction, more reliability
Proactive risk management — issues raised and resolved before they required executive intervention
The Benefits of Cashflow Optimisation
Cashflow problems rarely announce themselves. They sneakily build in the background - through slow collections, inconsistent invoicing, unclear visibility and financial decisions made without the full picture.
For a founder managing two businesses across two markets, the cost of that ambiguity compounds quickly.
An initial Fractional CFO engagement at 15 hours per week delivered the financial leadership this business needed - without the cost of a full-time hire, and without asking the founder to keep carrying the financial burden alone. Over time now the business has stabalised, the CFO engagement has now dropped to 5 hours a week.
Is This Your Situation?
If you are managing a growing business and your cashflow picture is unclear, your invoicing is inconsistent, or you are making financial decisions without the confidence you need - Diamond Advisory can help.
We work with founders, CEOs and boards of organisations between $5m and $50m who need cashflow optimisation, stronger reporting and a senior finance partner they can trust.
No obligation. A practical conversation about your current situation and what kind of support would make the most difference.
Comments