Top 10 Insights Shaping the Future of Finance in SaaS and Tech
Finance Leaders in Tech Navigate Rapid Change in the Age of AI
Finance professionals in SaaS and tech sectors are operating in a landscape of swift transformation, largely fueled by the growing influence of artificial intelligence. As advancements in technology continue to reshape everything from forecasting models to daily financial workflows, today’s leaders must go beyond technical skills—they need strategic flexibility and cross-functional awareness.
This spring, industry conversations—including those at Baker Tilly’s Technology Finance Symposium—shed light on how finance leaders are evolving to meet these challenges. Here are 10 essential insights for finance professionals in tech:
1. Effective Finance Leadership Requires Both Retrospective and Forward Thinking
Modern finance teams must provide more than accurate financials—they must anticipate what’s coming. Trust is built through thorough historical analyses (like flux analysis and audit-ready reports), while forward-looking strategies (scenario planning, sales pipeline forecasting, product-based projections) inform proactive decision-making. Top-performing CFOs combine granular operational knowledge with broad strategic foresight.
2. AI Adoption Begins with a Problem, Not Just the Tech
While AI garners significant attention, its deployment in finance remains inconsistent. The most successful implementations focus on addressing specific, high-value problems—rather than adopting technology for its own sake. Leadership, clearly defined goals, and optimized workflows are key. Failures often arise from misaligned strategies, limited end-user involvement, and misplaced confidence in flawed data or tools.
3. True Alignment Requires Shared Responsibility, Not Just Consensus
In SaaS organizations, true alignment between finance and go-to-market teams means co-owning the process behind performance targets. Passive agreement with top-down goals often leads to poor execution. Collaborative planning across sales, marketing, finance, and customer success helps ensure that targets are realistic, metrics are aligned, and accountability is shared.
4. Moving Beyond Founder-Led Sales: Think Long-Term with Hires
While founders shouldn’t rush to relinquish control over sales, timing the transition is critical. The ideal sales leader for this stage has management capabilities and can collaborate closely with founders while staying deeply connected to customers. This ensures product feedback loops remain intact and supports scalable growth.
5. The CFO's Role Is Now Strategic, Not Just Stewardship
Today’s CFOs are embedded across the business—not confined to reporting and compliance. They’re expected to lead cross-functional initiatives, drive scenario planning, and provide data-backed strategic insights. As AI tools reduce time spent on manual processes, finance leaders can focus more on governance, risk, and innovation.
6. Valuation Trends Reflect Renewed Focus on Discipline and Specialization
The tech M&A landscape has adjusted to post-2021 realities. While valuations are still influenced by growth potential, investors now emphasize operational efficiency, margin sustainability, and focused business models. Vertically integrated SaaS platforms, especially in healthcare, retail, and finance, continue to attract premium valuations thanks to defensible data and specialized solutions.
7. Usage-Based Pricing and AI Are Reshaping SaaS Metrics
As AI and variable pricing models become more common, traditional metrics like ARR are being reexamined. New metrics such as vARR and xARR offer a more accurate picture of recurring revenue in dynamic pricing environments. This complexity is leading investors to apply “sum-of-the-parts” models and driving demand for more agile, segmented financial planning.
8. AI Enables Insight, But Judgment Still Matters
While tools like ChatGPT and AI-driven analytics are transforming finance workflows, their effectiveness hinges on data accuracy and governance. Automation frees up teams for higher-value tasks, but human judgment remains essential. Finance professionals are ultimately accountable for decisions, validations, and outcomes—AI is a tool, not a decision-maker.
9. Domain-Specific AI Will Define Finance’s Next Chapter
General-purpose AI tools often lack the contextual understanding required in finance. Purpose-built AI—like those developed by Sage—are tailored to financial tasks and grounded in accounting standards, offering higher accuracy and reliability. These specialized systems deliver safe, explainable automation and earn the trust of finance professionals.
10. Insight + Action: Tech Finance at a Crossroads
The takeaways from this season’s SaaS and tech finance discussions highlight a key trend: insight alone isn’t enough—it must lead to action. Baker Tilly remains committed to supporting finance leaders through ongoing events and thought leadership, helping them stay on top of innovation in AI, automation, planning, and valuation.
Click here to get in touch with a Baker Tilly specialist to learn more.
Finance professionals in SaaS and tech sectors are operating in a landscape of swift transformation, largely fueled by the growing influence of artificial intelligence. As advancements in technology continue to reshape everything from forecasting models to daily financial workflows, today’s leaders must go beyond technical skills—they need strategic flexibility and cross-functional awareness.
This spring, industry conversations—including those at Baker Tilly’s Technology Finance Symposium—shed light on how finance leaders are evolving to meet these challenges. Here are 10 essential insights for finance professionals in tech:
1. Effective Finance Leadership Requires Both Retrospective and Forward Thinking
Modern finance teams must provide more than accurate financials—they must anticipate what’s coming. Trust is built through thorough historical analyses (like flux analysis and audit-ready reports), while forward-looking strategies (scenario planning, sales pipeline forecasting, product-based projections) inform proactive decision-making. Top-performing CFOs combine granular operational knowledge with broad strategic foresight.
2. AI Adoption Begins with a Problem, Not Just the Tech
While AI garners significant attention, its deployment in finance remains inconsistent. The most successful implementations focus on addressing specific, high-value problems—rather than adopting technology for its own sake. Leadership, clearly defined goals, and optimized workflows are key. Failures often arise from misaligned strategies, limited end-user involvement, and misplaced confidence in flawed data or tools.
3. True Alignment Requires Shared Responsibility, Not Just Consensus
In SaaS organizations, true alignment between finance and go-to-market teams means co-owning the process behind performance targets. Passive agreement with top-down goals often leads to poor execution. Collaborative planning across sales, marketing, finance, and customer success helps ensure that targets are realistic, metrics are aligned, and accountability is shared.
4. Moving Beyond Founder-Led Sales: Think Long-Term with Hires
While founders shouldn’t rush to relinquish control over sales, timing the transition is critical. The ideal sales leader for this stage has management capabilities and can collaborate closely with founders while staying deeply connected to customers. This ensures product feedback loops remain intact and supports scalable growth.
5. The CFO's Role Is Now Strategic, Not Just Stewardship
Today’s CFOs are embedded across the business—not confined to reporting and compliance. They’re expected to lead cross-functional initiatives, drive scenario planning, and provide data-backed strategic insights. As AI tools reduce time spent on manual processes, finance leaders can focus more on governance, risk, and innovation.
6. Valuation Trends Reflect Renewed Focus on Discipline and Specialization
The tech M&A landscape has adjusted to post-2021 realities. While valuations are still influenced by growth potential, investors now emphasize operational efficiency, margin sustainability, and focused business models. Vertically integrated SaaS platforms, especially in healthcare, retail, and finance, continue to attract premium valuations thanks to defensible data and specialized solutions.
7. Usage-Based Pricing and AI Are Reshaping SaaS Metrics
As AI and variable pricing models become more common, traditional metrics like ARR are being reexamined. New metrics such as vARR and xARR offer a more accurate picture of recurring revenue in dynamic pricing environments. This complexity is leading investors to apply “sum-of-the-parts” models and driving demand for more agile, segmented financial planning.
8. AI Enables Insight, But Judgment Still Matters
While tools like ChatGPT and AI-driven analytics are transforming finance workflows, their effectiveness hinges on data accuracy and governance. Automation frees up teams for higher-value tasks, but human judgment remains essential. Finance professionals are ultimately accountable for decisions, validations, and outcomes—AI is a tool, not a decision-maker.
9. Domain-Specific AI Will Define Finance’s Next Chapter
General-purpose AI tools often lack the contextual understanding required in finance. Purpose-built AI—like those developed by Sage—are tailored to financial tasks and grounded in accounting standards, offering higher accuracy and reliability. These specialized systems deliver safe, explainable automation and earn the trust of finance professionals.
10. Insight + Action: Tech Finance at a Crossroads
The takeaways from this season’s SaaS and tech finance discussions highlight a key trend: insight alone isn’t enough—it must lead to action. Baker Tilly remains committed to supporting finance leaders through ongoing events and thought leadership, helping them stay on top of innovation in AI, automation, planning, and valuation.
Click here to get in touch with a Baker Tilly specialist to learn more.
Companies