Where to Focus Now and Next Going Into 2025

Dec 11, 2024

As 2025 gets closer, many of us face it with a mix of enthusiasm and trepidation. There’s a lot happening as 2024 comes to a close that will impact us, but that we can’t control. Dynamics that can make the future seem overwhelming. But here’s the thing: you don’t need to predict what’s coming next. What you can do is focus on the parts of your business you control—right now. With the right approach, you can strengthen your financial foundation, plan effectively, and position yourself for growth, no matter what comes your way. Let’s focus on a few of these factors that, as you approach 2025, we think should be top of mind.

Cash Flow: Keeping the Lights On and the Doors Open

If cash flow feels like a constant concern, you’re not alone. Whether you’re running a small business or a growing mid-sized organization, managing liquidity is always a priority to pay the bills and give yourself the flexibility to handle challenges and pursue opportunities.

Start by getting a clearer picture of your cash flow. A detailed forecast can help you see what’s coming and where you might run into trouble. If you spot a gap, think about how you’ll fill it. Sometimes, that’s using cash reserves you already have. Other times, you might need external help, like a line of credit or a loan. The goal is to know your options before you’re in a crunch.

Also, take a hard look at how you’re managing the cash you have. Are your reserves working for you? Are your banking terms competitive? A company we worked with recently found out that letting cash sit idle cost them almost a million dollars over two years. Sometimes small adjustments can make a big difference.

Revenue Models: When Was the Last Time You Looked Under the Hood?

If you haven’t revisited your revenue model in a while, now’s the time. Markets change, competitors evolve, and customer expectations shift. What worked last year—or five years ago—might not work as well today.

Start by asking some basic questions: What are you offering, and who are you offering it to? Are those things still aligned? A lot of businesses run into trouble because they’re chasing too many ideas or hanging onto outdated ones. Look at your numbers. Are you investing in areas that actually bring in the most profit, or are you spreading yourself too thin?

Simplify your financial reporting so you can see what’s really happening. Instead of drowning in spreadsheets, focus on a few metrics that matter. For example, if one product line has much higher margins than another, it’s worth asking why—and whether you should put more energy there. This is the kind of insight that keeps you ahead of the curve.

Data: Less Can Be More When It Comes to Reporting

With reports, it’s easy to get buried under a mountain of numbers and think you’re staying on top of things. But: if you’re just flipping through pages and nodding, those reports aren’t doing much for you.

What you need are clear, actionable metrics. Start with your goals. Are you aiming to grow by 20% next year? Great—what does that look like month by month? If you’re falling short, what’s the problem? Is it sales, pricing, operations, or something else? These are the kinds of questions good reporting should answer.

One of our ProCFOs recently shared how they completely changed how one company approached its financial reviews. Instead of a four-page profit-and-loss statement, they focused on five key numbers that mattered most. Suddenly, conversations shifted from “Let’s review this report” to “Here’s what we need to do.” It’s not about more data; it’s about better data.

Turning Plans Into Progress

Strategy meetings, especially this time of year, feel important and like good, exciting work is being done. But too often, those big ideas don’t go anywhere. Goals are set, plans are made, and then… nothing. By the time you circle back months later, it’s too late to fix anything.

Don’t let that happen. Treat your plans like a living document—something you revisit and adjust regularly. If you’ve set a goal to increase margins, check in every month or quarter. What’s working? What isn’t? Are you hitting your numbers, or do you need to make changes?

For example, if you’re spending more than planned, ask why. Maybe it’s because you’re investing in something that’salready paying off. Or maybe it’s a sign you need to course-correct. The point is to catch these things early, while you can still do something about them.

Do You Have the Right People in the Room?

Running a business gets more complicated as you grow, and gut instincts only get you so far. At some point, you need expertise to help you see what you might be missing. That doesn’t mean you need to hire a full-time team of specialists.Sometimes, bringing in a fractional CFO or an outside advisor can give you the fresh perspective you need.

What matters is having people who aren’t afraid to challenge your assumptions. Many of our client stories touch on a familiar thread – leaders who realized their business was too big to run on instinct alone. By bringing in someone who could ask tough questions and provide clear direction, they moved from reactive decision-making to a more strategic approach. That shift made a world of difference.

From Ideas to Action

Big ideas are great, but they’re just, well, ideas. Execution is where the magic happens. If you’re not sure how to get from planning to action, start by breaking your goals into smaller steps. What needs to happen first? Who’s responsible? How will you measure success?

Hold yourself and your team accountable with regular check-ins. Are you making progress? If not, what’s the roadblock? Sometimes the hardest part is deciding to stop doing things that aren’t working. It’s not easy to let go of something you’ve invested in, but if it’s not moving you toward your goals, it’s time to cut it loose.

Focus on What You Can Control

There’s no way to know just what 2025 will bring, but you don’t need to. By focusing on the things you can control—like cash flow, revenue alignment, better reporting, and consistent follow-through—you’ll be ready for whatever comes next. The goal isn’t perfection; it’s progress. With the right mindset and tools, you can build a stronger, more adaptable business that thrives in 2025 and beyond.