Wall Street to SaaS CFO: Lessons from IPOs, Acquisitions & Growth, with Carla Cooper
What does it take to be a truly great CFO today? It’s not just about balancing the books—it’s about driving strategy, managing risks, and telling the financial story in a way that inspires confidence.
In this episode of The Growth-Minded CFO, co-hosts Lauren Pearl and Alex Louisy sit down with Carla Cooper, CFO of Contentful.
She shares her unconventional journey from Wall Street analyst to SaaS CFO, her rules for success, and why today’s finance leaders must embrace a bigger, bolder vision.
Whether you’re a seasoned CFO or an aspiring finance leader, Carla’s insights offer a roadmap for navigating the challenges and opportunities of modern finance. Watch or listen to the full episode above, or read through the summary below.
A Path Less Traveled: From Analyst to CFO
Carla’s career path is a reminder that finance professionals don’t have to follow a straight line to success.
She spent nearly two decades analyzing tech companies as an equity analyst on Wall Street before making the leap into operational finance.
That shift wasn’t just about moving from one role to another—it was about embracing change, learning on the go, and stepping into leadership with confidence. Her story is proof that curiosity and adaptability can open unexpected doors.
One particularly interesting habit Carla has kept from her investor days is coming up with a 'thesis' on any new company she joins:
"On multiple occasions when I've gone to a company I actually take myself back to my analyst days when I was writing research reports. I actually wrote a research report on Contentful, and so I developed a thesis on the business. All about what I thought was going on, and I found that it helps to really get me thinking and get me asking questions."
Carla’s 3 Rules for Being a Great CFO
When Carla stepped into her first CFO role, she wanted to avoid common pitfalls, so she researched why first-time CFOs fail. That led her to develop three simple but essential rules to keep her grounded:
No One Goes to Jail – This means maintaining the highest integrity in financial reporting, ensuring accuracy and security in all financial statements, and taking compliance seriously. A CFO’s first responsibility is trust.
Don’t Run Out of Money – In an era when capital seemed limitless, Carla kept a disciplined approach to financial sustainability. Her focus was on cash flow management, ensuring the company had the runway needed to operate and grow.
Make the Revenue Plan – While revenue growth is a major focus for any company, Carla believes it’s about more than just hitting numbers. It’s about setting realistic, achievable goals and following through with strategic execution.
These rules form a hierarchy: first, maintain integrity; second, ensure financial stability; and third, execute the strategy effectively. By following this framework, CFOs can balance compliance, sustainability, and growth.
Leading Through Big Transitions: IPOs and Acquisitions
Carla has firsthand experience with high-stakes financial milestones, from IPOs to acquisitions. She’s seen what it takes to prepare a company for public markets, where every financial detail comes under scrutiny. She’s also navigated the complexities of mergers, where different systems, processes, and cultures have to come together smoothly.
Both experiences reinforced the need for CFOs to be adaptable and forward-thinking. Planning is essential, but so is flexibility—things rarely go exactly as expected, and great finance leaders know how to pivot when needed.
The CFO as a Strategic Storyteller
The CFO role has evolved beyond spreadsheets and balance sheets. Carla sees it as a Chief Financial Vision Officer—someone who not only understands the numbers but also connects them to a bigger story about where the company is headed.
A big part of that is communication. Whether it’s with investors, board members, or employees, a CFO has to translate financial data into a compelling narrative. People don’t just want numbers; they want to understand what those numbers mean for the company’s future. Carla emphasizes that great CFOs don’t just report on financial health—they inspire confidence, align teams, and help shape the company’s strategic direction.
Key Takeaways
Think beyond the numbers – A modern CFO is a strategic leader, not just a financial expert.
Invest in relationships – A strong network can help navigate career transitions and challenges.
Communicate with impact – Great finance leaders turn financial data into a compelling story.
Stay adaptable – Learning and evolving is key to long-term success.
Carla’s journey offers inspiration for finance professionals looking to take their careers to the next level. By embracing a strategic mindset, building strong relationships, and staying open to new opportunities, today’s CFOs can drive meaningful impact in their organizations.
Full episode
Hear more from Carla Cooper by tuning in to the full episode: