Read full reportAs CFOs navigate their financial strategy for 2025, a powerful pattern has emerged: revenue growth and profitability continue to dominate the finance agenda. This report reveals that while digital transformation and automation are in motion, a fragmented technology landscape and lack of cross-functional alignment are hindering progress. Australian finance leaders are caught between ambition and execution—grappling with the need to drive value creation while constrained by legacy systems, siloed data, and talent gaps in digital fluency. The findings highlight both the current priorities and the critical opportunities for finance teams to mature their strategic role by connecting insight, infrastructure, and innovation.
Key Findings
- Profit and Growth Still Rule: 81% of CFOs rank revenue growth and profitability as their top strategic priority for the year ahead—reinforcing traditional metrics as the bedrock of finance leadership.
- Data Abundance, Strategic Scarcity: Despite access to digital tools, CFOs struggle to translate fragmented data into strategic insight, with over 40% citing “balancing growth with profitability” as a top team challenge.
- AI Adoption Rises—But Silos Persist: Automated reporting and AI-driven forecasting are gaining traction, yet a lack of integration across financial systems limits full realisation of value.
- Innovation Bottlenecked by Infrastructure: 45% of CFOs identify outdated or inadequate technology infrastructure as their biggest barrier to financial management success.
- Cautious, Not Cutting-Edge: A combined 88% of ANZ finance leaders describe their organisations as either conservative or selective adopters of new technology, reflecting hesitation to fully embrace transformative change.
- Shift Toward Connected Finance: There is growing momentum to unify finance with risk, IT, legal, and cloud operations—but siloed functions, underfunded legal tech, and compliance-heavy risk postures still hinder holistic, data-driven decision-making.
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Exclusive membership organisation, Factor, has launched a new Research and Advisory arm, aimed at helping both C-Suite leaders and providers in the enterprise and public sectors.
It comes after Factor rebranded at the beginning of the 24/25 financial year, with the new identity representing an expanded vision and commitment to offering top-tier thought leadership and networking opportunities to senior executives across ANZ, Singapore and a number of other countries and regions. Now, the new arm of Factor is being spearheaded by VP and Head of Research Craig Baty and VP of Advisory Partnerships Shayne Arundell.
Factor
With over 30 years of C-level experience in ICT, HR, marketing, sales, operations, market research, and international business, Craig brings a wealth of knowledge and expertise to Factor.
“I’m pleased to be part of Factor’s expansion into Research & Advisory services, and I’m looking forward to sharing actionable insights with our members and providers to guide them on best practices in the market,” says Craig.
Craig has held a number of C-level roles including his own start-up, Global VP Global Marketing and VP Digital Services in Fujitsu Tokyo HQ and CTO & Head of Marketing for APAC. He also served as Distinguished Lead Analyst for ISG and established the Provider Lens research arm in AP. As Group VP and Head of Research for Gartner AP/J and CEO of Gartner Japan he earned the first AP/J Gartner Thought Leadership award, established what is now Gartner for Marketing, and pioneered the Gartner SWOT analysis methodology.
Factor
While, Shayne Arundell, a seasoned leader with a proven track record of success in the APAC region. Bringing over 15 years of Partnerships experience to Factor from FMCG, Fintech and Research and Advisory industries.
Shayne is also a Gartner alumni, previously serving as Director of Enterprise Sales, and as APAC Vice President for Intelligence Cloud at Korn Ferry, both being leading global consulting firms.
“Factor is the newest leader in advisory, backed by fiercely local insights, from an extensive market research database you won’t see anywhere else,” Shayne explains.
Within our expertise Factor will cover a range of topics, including, but not limited to:
- Artificial Intelligence and Machine Learning
- Cyber Security
- 5G Landscape
- Hybrid Cloud
- Technology Profitability
- AU Fintech
- Digital Transformation and Enablement
- CX, EX, UX
Both Craig and Shayne are supported by Factor’s team of experts and analysts, including Director of Insights and Value, Darren Adams, who is a highly regarded professional in the APAC data and analytics space, drawing on his experience in communications, client relations, B2B marketing, data and strategy in the technology sector.
“People are at the heart of everything we do at Factor, and data is our key in transforming their interactions into understandings. I'm excited to share cutting-edge insights and understanding with our community, to help foster deeper, lasting and beneficial connections,” Darren says.
While Factor’s Editor-In-Chief, Madeline Palmer, an expert media professional, oversees a broad range of strategic, editorial, and managerial tasks to ensure the production and dissemination off high-quality research content.
“Our new membership app will be one-stop shop for all technology leaders to connect and learn through events, advisory and multi-media content, and I am looking forward to being part of that journey,” says Madeline.
The Directions™ portal on Factor’s new membership app is a cutting-edge platform, allowing users explore a repository of reports and other content, as well as create their own research visualisations with Factor’s existing database.
Factor’s CEO and founder, Josh Heid, says this new phase for the company is something he’s been working towards for quite some time.
“After six incredible years of empowering and enabling leaders, our rebrand as Factor, coupled with the launch of our Research and Advisory arm, is about offering our members and providers with the best services and products the market can offer,” Josh explains. “I’m very proud of the team at Factor and what we have built.”
For more information about Factor’s new Research and Advisory offerings click below.
