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Deciphering Finance: Growth Strategies for Software Executives

SIIA’s Deciphering Finance is a forum for finance executives to discuss growth strategies for software companies. This one day event for CEOs, CFOs, and other finance executives will provide insights to help you think more strategically, enhance the performance of your finance team and maximize the performance of your company.

Date: April 30, 2014
Location: University Club, University of California, Irvine

Wednesday, April 30

8:30 AM - 9:00 AM

Registration, Breakfast, Networking

9:00 AM - 9:05 AM

Welcome Remarks


Rhianna Collier, Vice President, Software & Services Division, SIIA

9:05 AM - 9:35 AM

Opening Keynote


Mark Verbeck, SVP & CFO, Coupa Software

9:35 AM - 10:25 AM

Ten Questions That a CFO Should Ask Their Controller

In your ever-changing role of CFO, one thing has remained constant – the need to lead and manage an effective finance team. Join us for a panel discussion focused on the top ten questions that a CFO should ask their controller in order to maintain efficient and compliant financial practices.

In this session, CFOs from leading software companies will share how they work with their Controllers and finance teams to establish best practices around:

  • Cash management
  • Internal controls
  • Operational efficiency
  • Compliance
  • Audit readiness

This session is approved for 50 mintues of CPE credit.


Marc Linden, CFO, Intacct


Andrew Pease, CFO, Telescope, Inc

Tony Rodriguez, CFO, TouchCommerce

10:25 AM - 10:45 AM

Networking Break

10:45 AM - 11:30 AM

Taming Revenue Recognition Complexity to Ensure Compliance

Revenue recognition/accounting remains one of the most challenging areas for the finance executives in software industry. As the FASB and IASB guidelines converge, CFOs and Controllers need to stay ahead of the statutory requirements to ensure that their financials and their ERP systems will adhere to the new standards.

In this session you will learn how the new rules will impact your business processes and accounting and financial systems, and what you can do to prepare for adoption of these regulations. You will also hear practical lessons from companies that have successfully created end to end revenue recognition processes that accurately calculate revenue allocations with full audit trails, centralized control and compliance monitoring. This session is ideal for finance leaders who want to create a best practices based revenue recognition framework that supports distributed processes and personnel while eliminating manual reconciliations.

This session is approved for 50 mintues of CPE credit.


Mark Bottom, Senior Manager, Grant Thornton Technology Industry Practice


Dan Miller, Vice President, Finance & General Manager Software Vertical, NetSuite

Josh Scuri, Controller, Kareo

11:30 AM - 12:15 PM

Critical Metrics That Drive Software and SaaS Success

The most successful growth companies are data-driven and constantly track their performance.  This session will discuss the critical financial and operating metrics used by software and SaaS companies to successfully navigate growth.  The discussion will cover the importance of non-Gaap as well as traditional financial measures of success, plus best practices in disseminating performance and benchmark analysis with the executive team.

This session will cover:

  • Critical metrics and benchmarks for software and SaaS company performance
  • Findings from the 2013 Software and SaaS benchmarking
  • Different benchmarks for East Coast and West Coast firms
  • GAAP versus non-GAAP performance metrics
  • Benchmarking best practices

This session is approved for 50 mintues of CPE credit.


Lauren Kelley, CEO & Founder, OPEXEngine


Marc Linden, CFO, Intacct

Matthew Safaii, Founder & Managing Partner, Arrowroot Capital

Ted Serentelos, Chief Operating Officer, Telogis, Inc

12:15 PM - 1:00 PM

Networking Lunch

1:00 PM - 1:45 PM

Focus: The Art of Paying Attention to What Matters for Growth

Successful businesses spend their resources on the most important factors to support growth.  Executives must constantly re-evaluate the focus of the organization as the company moves through new phases of growth.  The business needs constant attention in many areas such as cash flow, financing, HR process, product development, support processes -- but you need to focus attention and effort on what matters most in a particular stage.  What matters as you discover and hone your product fit with customer needs?  What are the most important factors to focus on as you determine the best customer acquisition strategies?  How do you ensure you are scaling the business effectively?  In this presentation you will learn how to pay attention to what matters during the phases of company growth.


Peter Watridge, Principal, Pointed Insight, LLC

1:45 PM - 2:15 PM

Fireside Chat - How to Align with your CEO for Strategic Growth

The strategic partnership between the C-level executives and CEO is important for successful business growth. It is critical that they have a shared vision, stated values, and understood rules and responsibilities. In this session executives will share advice on how to work together to:

  • Translate strategy into a actionable measurable plan
  • Drive change during growth stages
  • Build a relationship of trust and independence
  • Establish a clear line between responsibilities and power

This session is approved for 30 mintues of CPE credit.


Feyzi Fatehi, Chief Executive Officer, Corent Technology, Inc.

2:15 PM - 3:00 PM

Practical Approaches for Growth

In today's world, the role of the CFO has changed significantly. Today successful CFOs not only play a key role in crunching numbers but also in the strategic direction of the company. It is more important than ever that CFOs are, not only strategically aligned with the CEO, but also closely aligned with Sales to enable revenue growth. 

In this panel CFOs will conclude the day by discussing

  • Building effective and scalable sales models
  • Influencing and guiding go-to-market strategies
  • Leveraging financial data to shorten the sales cycle
  • Analyzing deal risk and throttling conservatism
  • Establishing clear sales metrics and attainable goals

This session is approved for 50 mintues of CPE credit.


Dan Miller, Vice President, Finance & General Manager Software Vertical, NetSuite


Joe Freda, CFO, Flexera Software


Host Sponsors


Supporting Sponsor


Industry Partner