{"id":1910,"date":"2019-02-14T14:21:41","date_gmt":"2019-02-14T13:21:41","guid":{"rendered":"https:\/\/www.mainstream.rs\/?p=1910"},"modified":"2024-10-30T10:07:36","modified_gmt":"2024-10-30T10:07:36","slug":"digitalni-cfo-kao-preduslov-uspesne-digitalne-transformacije","status":"publish","type":"post","link":"https:\/\/mainstream.eu\/sr\/blog\/digitalni-cfo-kao-preduslov-uspesne-digitalne-transformacije\/","title":{"rendered":"Digitalni CFO kao preduslov uspe\u0161ne digitalne transformacije"},"content":{"rendered":"\n<p>U svetu 4.0,&nbsp;disrupcija&nbsp;postaje svakodnevna pojava. Svakog dana \u010dujemo za neku novu industriju koja je zna\u010dajno potresena nekim novim kompanijama koje br\u017ee, bolje i\/ili jeftinije mogu da re\u0161e probleme korisnika. Nekada stabilne i jake industrije u cilju opstanka shvataju neophodnost da se transformi\u0161u iz korena i svoje poslovne modele digitalizuju. U celom ovom procesu jedna figura se izdvaja kao klju\u010dni faktor uspeha ovog kompleksnog zadatka \u2013 CFO. Ova novina da proces digitalizacije i digitalne transformacije vode finansije kao ki\u010dma poslovanja svake kompanije je na prvi pogled iznena\u0111enje, uzimaju\u0107i u obzir da&nbsp;<a href=\"https:\/\/www.mainstream.rs\/blog\/utisci-sa-panela-koji-su-izazovi-cfo-a-u-procesu-digitalne-transformacije\/\">IT i digitalizacija nisu prirodne oblasti u kojima CFO-ovi poseduju core kompetencije<\/a>. S\u2019 tim u vezi kako bi ovaj slo\u017een proces uspe\u0161no sproveli CFO-ovi prvo sami moraju da pro\u0111u kroz unutra\u0161nji proces transformacije u kome \u0107e iz tradicionalnog&nbsp;mindseta&nbsp;pre\u0107i u digitalni odnosno postati Digitalni CFO-ovi.&nbsp;<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">&nbsp;<\/span><\/p>\n\n\n\n<p>Prema mi\u0161ljenju na\u0161eg finansijskog direktora <a href=\"https:\/\/www.linkedin.com\/in\/aleksandarnedeljkovic\/\">Aleksandra Nedeljkovi\u0107a<\/a>,&nbsp;\u201eDigitalni CFO je neko ko razume kako tehnologija mo\u017ee da mu pomogne da donese bolje odluke i smanji rizik poslovanja kompanije. Samim tim, Digitalni CFO, mora biti&nbsp;biznis partner koji se bavi budu\u0107no\u0161\u0107u, a ne pro\u0161lo\u0161\u0107u. On je \u010duvar vrednosti u kompaniji koji razume klju\u010dne&nbsp;drivere&nbsp;stvaranja vrednosti i uz&nbsp;pametno&nbsp;kori\u0161\u0107enje&nbsp;tehnologije poma\u017ee da se ta vrednost pove\u0107a\u201c&nbsp;(Prikaz 1).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"957\" height=\"720\" src=\"https:\/\/www.mainstream.rs\/wp-content\/uploads\/2019\/02\/Prikaz-1.jpg\" alt=\"Osnovne karaktersitike digitalnog CFO-a\" class=\"wp-image-1917\" srcset=\"https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-1.jpg 957w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-1-300x226.jpg 300w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-1-768x578.jpg 768w\" sizes=\"auto, (max-width: 957px) 100vw, 957px\" \/><\/figure>\n<\/div>\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mainstream.eu\/sr\/blog\/digitalni-cfo-kao-preduslov-uspesne-digitalne-transformacije\/#Razume_tehnologiju\" >Razume tehnologiju<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mainstream.eu\/sr\/blog\/digitalni-cfo-kao-preduslov-uspesne-digitalne-transformacije\/#Partner_biznisa\" >Partner biznisa\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mainstream.eu\/sr\/blog\/digitalni-cfo-kao-preduslov-uspesne-digitalne-transformacije\/#Cuvar_vrednosti\" >\u010cuvar vrednosti<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Razume_tehnologiju\"><\/span>Razume tehnologiju<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Digitalni CFO je neko ko razume kako tehnologija mo\u017ee da mu pomogne da donese bolje odluke i smanji rizik poslovanja kompanije. Treba obratiti pa\u017enju na dve&nbsp;stvari. Jedno je&nbsp;stalni rad na promeni&nbsp;svesti u organizaciji da je potrebno da se&nbsp;odluke vi\u0161e donose na bazi podataka (\u201cdata-driven\u201d pristup), a manje na bazi li\u010dnog ose\u0107aja (gut&nbsp;feeling).&nbsp;Digitalni CFO razume i podsti\u010de&nbsp;da se&nbsp;svi klju\u010dni indikatori uspeha moraju meriti&nbsp;odgovaraju\u0107im merama,&nbsp;\u010dijom realizacijom \u0107e se do\u0107i do zacrtanih ciljeva.&nbsp;Druga stvar je upravljanje rizikom koji su\u0161tinski postaje sve va\u017enija&nbsp;aktivnost u oblasti delovanja&nbsp;CFO-a.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.mainstream.rs\/blog\/kako-da-babe-budu-babe-a-zabe-zabe\/\">Prema istra\u017eivanju konsultantske ku\u0107e McKinsey iz 2018. godine<\/a>, 67% ispitanih finansijskih direktora je upravljanje rizikom identifikovalo&nbsp;kao jednu od klju\u010dnih netradicionalnih finansijskih funkcija unutar firme koje usled pove\u0107anja zna\u010dajnosti CFO postaju&nbsp;njihova nadle\u017enost.&nbsp;Digitalni CFO razume vrednost digitalnih&nbsp;alata&nbsp;koji&nbsp;u ovom slu\u010daju mogu&nbsp;zna\u010dajno&nbsp;da&nbsp;pomognu u pra\u0107enju&nbsp;complaince-a, kontroli i automatizaciji finansijskih operacija, smanjivanju ljudskih gre\u0161aka i drugim aktivnostima iz njegovog domena.&nbsp;U ovom slu\u010daju, klju\u010dan preduslov uspeha&nbsp;je da CFO razume osnovne izazove i&nbsp;rizike koje&nbsp;proces&nbsp;digitalizacije&nbsp;donosi \u2013 prvenstveno u obliku:&nbsp;upravljanja sve ve\u0107im koli\u010dinama podataka, upravljanje&nbsp;business&nbsp;continuity-jem&nbsp;operacija, upravljanje&nbsp;cyber&nbsp;rizicima i na kraju planiranja&nbsp;i&nbsp;upravljanja&nbsp;tro\u0161kovima digitalizacije&nbsp;kroz&nbsp;<a href=\"https:\/\/www.mainstream.rs\/kako-da-babe-budu-babe-a-zabe-zabe\/\">su\u0161tinsko&nbsp;razumevanje TCO-a (total cost of ownership)<\/a>&nbsp;i kompleksnih biznis&nbsp;case-ova koji vrlo \u010desto imaju ve\u0107i broj varijabli koje nisu na po\u010detku poznate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Partner_biznisa\"><\/span>Partner biznisa<span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Digitalni CFO je partner biznisa. On vi\u0161e nije ra\u010dunovo\u0111a koji&nbsp;je zadu\u017een da&nbsp;bilansi&nbsp;budu&nbsp;u&nbsp;redu, da&nbsp;porezi&nbsp;budu&nbsp;izmireni, revizori zadovoljni i da znamo gde smo danas &#8211; ve\u0107 je to&nbsp;sto\u017eer u firmi koji je&nbsp;sposoban da sa \u0161to ve\u0107om precizno\u0161\u0107u mo\u017ee da ka\u017ee gde \u0107e kompanija biti sutra. To je sada osoba koja dobro razume biznis i ima zna\u010dajan uticaj na&nbsp;oblikovanje strategije&nbsp;kompanije. To je neko ko je iza\u0161ao iz svoje kancelarije sa ciljem da razume kako funkcioni\u0161e celokupna firma,&nbsp;a kako&nbsp;promene&nbsp;biznis modela&nbsp;uti\u010du&nbsp;na rezultate sutra.&nbsp; CFO je sada neko ko se bavi budu\u0107no\u0161\u0107u, ko planira, ko pravi&nbsp;forecast-e, ko upravlja i&nbsp;predvi\u0111a performanse&nbsp;i likvidnost na bazi&nbsp;insight-a koji su napravljeni u jasno definisanom procesu&nbsp;(Prikaz 2)&nbsp;iz ta\u010dnih&nbsp;i odmah dostupnih (real-time)&nbsp;podataka.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"956\" height=\"357\" src=\"https:\/\/www.mainstream.rs\/wp-content\/uploads\/2019\/02\/Prikaz-2.jpg\" alt=\"proces dono\u0161enja odluka na bazi forecast-a\" class=\"wp-image-1914\" srcset=\"https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-2.jpg 956w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-2-300x112.jpg 300w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-2-768x287.jpg 768w\" sizes=\"auto, (max-width: 956px) 100vw, 956px\" \/><\/figure>\n<\/div>\n\n\n<p><span class=\"TextRun SCXW27611569\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW27611569\">To je neko ko ima sveobuhvatno razumevanje iz kojih sve&nbsp;izvora mogu da se&nbsp;prikupljaju&nbsp;potrebni podaci.&nbsp;Razume&nbsp;kako da se struktuirani,&nbsp;polu-struktuirani i&nbsp;nestruktuirani&nbsp;podaci&nbsp;prikupe i skladi\u0161te na&nbsp;odgovaraju\u0107o&nbsp;na\u010din u&nbsp;<\/span><\/span><a class=\"Hyperlink SCXW27611569\" href=\"https:\/\/www.mainstream.rs\/trendovi-2019-data-lake-koncept-dobija-zamajac-u-srbiji\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"NormalTextRun SCXW27611569\"><span class=\"NormalTextRun SCXW27611569\">modernim sistemima poput data lake-a<\/span><\/span><\/a><span class=\"TextRun SCXW27611569\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW27611569\">. Potom organizuje struktuiran proces&nbsp;analize primenom deskriptivnih i&nbsp;dijagonsti\u010dkih&nbsp;(backward-looking), kao&nbsp;i&nbsp;prediktivnih,&nbsp;preskriptivnih&nbsp;i adaptivnih&nbsp;analiti\u010dkih metoda&nbsp;(forward-looking).&nbsp;Na osnovu koga, dolazi do kvalitetnih&nbsp;insight-a&nbsp;koji vode do egzekucije i prate\u0107ih inicijativa. Ukoliko neki od tih 5 koraka nije adekvatan, mi&nbsp;prosto ne mo\u017eemo da govorimo o zrelosti organizacije da donosi odluke na bazi podataka.<\/span><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cuvar_vrednosti\"><\/span>\u010cuvar vrednosti<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Su\u0161tinski CFO je \u010duvar vrednosti u kompaniji. On mora dobro da razume kako se stvara vrednost u kompaniji i da obave\u0161tava menad\u017ement i ostale zaposlene o implikacijama koje&nbsp;done\u0161ene&nbsp;odluke mogu imati po vrednost kompanije (what-if&nbsp;pristup). On mora da bude kontrolna ta\u010dka koja menad\u017ement savetuje da ne donosi odluke koje ne idu u pravcu stvaranja vrednosti.&nbsp;&nbsp;Razumevanjem&nbsp;drivera&nbsp;vrednosti&nbsp;koristi digitalizaciju (predvi\u0111anje, naprednu analitiku,&nbsp;ma\u0161insko u\u010denje,&nbsp;smanjivanje tro\u0161kova&nbsp;kroz RPA,&nbsp;cloud&nbsp;infrastrukturu&nbsp;itd.)&nbsp;i uz pametno kori\u0161\u0107enje tehnologije poma\u017ee da se ta vrednost pove\u0107a. Pored smanjenja tro\u0161kova CFO je sada mnogo vi\u0161e uklju\u010den i na&nbsp;unapre\u0111enja ostalih&nbsp;drivera&nbsp;kao \u0161to su pove\u0107anje prihoda, upravljanje imovinom, sveop\u0161te unapre\u0111enje operacija kompanije, kao i&nbsp;procesu unapre\u0111enja komunikacije&nbsp;unutar same kompanije.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"957\" height=\"384\" src=\"https:\/\/www.mainstream.rs\/wp-content\/uploads\/2019\/02\/Prikaz-3.jpg\" alt=\"Aleksandar Nedeljkovi\u0107\" class=\"wp-image-1911\" srcset=\"https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-3.jpg 957w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-3-300x120.jpg 300w, https:\/\/mainstream.eu\/wp-content\/uploads\/2019\/02\/Prikaz-3-768x308.jpg 768w\" sizes=\"auto, (max-width: 957px) 100vw, 957px\" \/><\/figure>\n<\/div>\n\n\n<p><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">Da bi CFO postao digitalni CFO neophodno je da i ostatak menad\u017ementa, prvenstveno CEO, razume potrebu&nbsp;<\/span><span class=\"SpellingError SCXW264700702\">tranformacije<\/span><span class=\"NormalTextRun SCXW264700702\">&nbsp;tradicionalnog u digitalnog CFO-a. Podr\u0161ka je jako va\u017ena, jer bez podr\u0161ke CEO-a i ostatka firme vrlo \u010desto takve<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;promene<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;nisu mogu\u0107e. U takvim slu\u010dajevima&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">kompanija<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">ne uspe<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">va<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;da pro\u0111e kroz proces digitalne transformacije<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;\u010dime postaje<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;irelevantna, ako ne<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">,&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">ode&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">i&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">u zaborav poslovne istorije<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">. V<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">ideli smo ovo ve\u0107 u vi\u0161e navrata od<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"SpellingError SCXW264700702\">disrupcije<\/span><span class=\"NormalTextRun SCXW264700702\">&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">medijske industrije<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;po\u010detkom 2000.<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;pa nadalje. Tako da u ovom procesu moramo jedni drugima davati podr\u0161ku i pomo\u0107i u nastojanjima da podignemo&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">svest o neophodnosti i zna\u010daju<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;ove transformacije kako li\u010dne za<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;CFO-ove<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">,<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">&nbsp;tako&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">i za kompanije&nbsp;<\/span><\/span><span class=\"TextRun SCXW264700702\" lang=\"SR-LATN-RS\" xml:lang=\"SR-LATN-RS\"><span class=\"NormalTextRun SCXW264700702\">koje oni vode.<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digitalni CFO je neko ko razume kako tehnologija mo\u017ee da mu pomogne da donese bolje odluke i smanji rizik poslovanja kompanije.<\/p>\n","protected":false},"author":1,"featured_media":1921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[47,54,44,56,48],"class_list":["post-1910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-aleksandar-nedeljkovic","tag-cfo","tag-cloud","tag-digitalna-transformacija","tag-digitalni-cfo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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