Ex numeris, scientia.

Numbers are not the exclusive domain of the accounting function in the firm. Indeed, numbers fed to and returned from the bookkeeper have a narrow scope, depending on how you deal with them.

More interestingly, strategy, marketing and operations must be managed from intelligence derived from data. Key metrics, such as monthly recurring revenues (MRR), marketing return on investment (MROI) and any user action KPI relevant to the firm, must be appropriately calculated, modelled, reported, and fed into the financial model. Only then can coherent decisions be made.

Because numbers matter.