New breed of CFOs sit at strategy table

No longer just ‘bookkeepers,’ today's association finance pros are modeling scenarios and spotting trends. “You have finances so (CEOs) think of you as transactional and they’ll go, ‘We want you to take over membership, because that’s transactional, we want you to handle the administrative services and HR,’ and you end up being the pseudo COO, but a true operations person, not a strategic person,” said David Keen, CFO of the American Psychiatric Association.