How CFOs Are Using the Return on Change to Fix Failing Projects and Rethink ROI with Vincent & Ilana

Why It Matters

By shifting focus from static ROI to Return‑on‑Change, CFOs can secure consensus, reduce costly project failures, and unlock true value from technology investments.

Key Takeaways

• ROI calculations often miss the real change drivers
• Consensus across leadership levels prevents transformation failures
• Return‑on‑Change reframes technology investments for CFOs
• FP&A must evolve from reporting to strategic influence
• The upcoming book offers a practical roadmap for successful change

Summary

The episode of FPNA Unlocked spotlights a growing CFO dilemma: AI and new software promise efficiency, yet traditional ROI metrics fail to justify the spend. Hosts Vincent Msina, a veteran software‑sales CPA, and Alana Eststerich, a three‑time nonprofit CFO, argue that the root cause is a lack of consensus and an over‑reliance on static ROI calculations that ignore the transformational nature of modern technology.

Both guests emphasize that successful projects begin with a "Return on Change" mindset—identifying what processes will be altered, stopped, or enhanced before any financial model is built. They illustrate this with a banking‑reconciliation example: without clear workflow redesign, automation tools are rejected, leading to wasted investment. The conversation also underscores that FP&A’s role must shift from data‑gathering and spreadsheet crunching to delivering strategic insight and influencing cross‑functional decisions.

The dialogue culminates in a preview of their forthcoming book, which blends historical analysis of ROI failures with a step‑by‑step framework for achieving consensus, mapping change, and ultimately delivering measurable ROI. The authors promise practical tools, real‑world case studies, and a formulaic roadmap that CFOs can apply immediately, positioning the book as a bridge between theory and actionable change management.

For finance leaders, the takeaway is clear: reframe technology spend through the lens of change, secure buy‑in at every organizational tier, and leverage FP&A as a strategic partner rather than a reporting silo. Doing so not only improves project success rates but also restores confidence in the financial justification of digital transformation initiatives.

Original Description

In this episode of FP&A Unlocked, Paul Barnhurst is joined by Vincent Messina and Ilana Esterrich to discuss how organizations should approach ROI and transformation. They dive into why traditional ROI methods often fail, the concept of Return on Change, and how financial leaders can better manage software implementations and drive business outcomes.

Vincent is a seasoned enterprise software sales leader with over 25 years of experience. Vincent is currently the Northeast Director of business development at UHY, a CPA firm, and works on advising CFOs through his partnership with UHY. Ilana is the Chief Financial Officer at Planned Parenthood Federation of America, where she oversees a comprehensive portfolio, including accounting, treasury, compliance, and financial planning.

Expect to Learn:

Why ROI calculations often fail and how Return on Change provides a more effective approach.

How to align financial decisions with business outcomes.

The evolving role of FP&A professionals in driving decisions beyond traditional reporting.

Key strategies for managing change during financial transformations.

Here are a few relevant quotes from the episode:

“The real value comes when technology enables people to do different, more impactful work.” - Vincent Messina

“As CFOs, our job is to help guide the organization by providing the right insights for informed decision-making.” - Ilana Esterrich

Vincent Messina and Ilana Esterrich emphasize the importance of shifting from traditional ROI to Return on Change in financial transformations. They highlight the crucial role of FP&A professionals in driving strategic decisions and managing change effectively.

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Explore Campfire today: https://campfire.ai/?utm_source=fpaguy_podcast&utm_medium=podcast&utm_campaign=100225_fpaguy

Follow Vincent:

LinkedIn: https://www.linkedin.com/in/vmessina/

Company: https://uhy-us.com/

Follow Ilana :

LinkedIn: https://www.linkedin.com/in/Ilanaesterrich/

Website: https://www.plannedparenthood.org/

Earn Your CPE Credit

For CPE credit, please go to earmarkcpe.com, listen to the episode, download the app, answer a few questions, and earn your CPE certification. To earn education credits for the FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today’s Episode

[00:00] – Trailer

[02:30] – Introducing Vincent Messina

[02:55] – Introducing Ilana Esterrich

[05:00] – What Great FP&A Looks Like

[08:00] – Why ROI Fails in Transformations

[13:00] – Shifting from ROI to Return on Change

[19:00] – The Importance of Consensus in Transformation

[25:00] – Business Outcomes vs. Software Decisions

[30:00] – How to Make Change Work

[35:00] – Mindset Shifts in CFOs and FP&A

[40:00] – Final Thoughts