In a crisis situation of COVID proportions, immediate priorities take over. Survival, safety and stability come first, followed by measures for long-term success. The chief financial officer (CFO) has many challenges but most of them fall within two categories – run the business and change the business. From budgeting and financial planning to handling revenue leakages; from compliance and regulatory reporting to profitability; from extracting synergies and value from mergers and acquisitions to shared services transformation - the sweep and influence of a CFO cuts across the entire organization. This far-reaching influence also means that investing in digital finance gives them the potential to transform the way they deliver value to the enterprise.