# F3 Insights > F3 Insights is an executive advisory firm that brings CFO-grade financial discipline, instrumented GTM engineering, and governed AI to companies with $10M–$70M in revenue. Three integrated practices, CFO Consulting, Revenue Engineering, and AI Enablement, run on one set of playbooks, one operating cadence, and one governed data layer. Built for clarity. Measured by results. F3 Insights practices Executive Advisory Systems (EAS): senior operators embed in a client's operating cadence, build governed, human-in-the-loop AI systems around the CEO, CFO, COO, CMO, and CRO offices, and transfer the capability to the client's own team. The firm is a deliberate counterpoint to both large consultancies (headcount leverage) and AI-native deployment firms (technology leverage), it sells judgment leverage, priced for the mid-market P&L. Key facts: - Founded and led by senior operators in finance, software engineering, operations, and marketing, practitioners, not career consultants - Location: San Diego, California; serves companies across Southern California, the San Francisco Bay Area, and North America, plus international engagements - Target client: growth-stage and mid-market companies ($10M–$70M revenue) that outgrow their finance function and systems faster than they can staff for them - Three practices: CFO Consulting (finance and accounting operations), Revenue Engineering (revenue as an engineered system, the discipline is called GTM engineering), AI Enablement (training, advisory, transformation) - One product ladder, identical in all three practices: Assess, Build, Operate. Engagements end in transfer by design - Executive Advisory Systems is the discipline, not a fourth practice. The three practices are how it is bought - Engagement model: diagnostic → build → operate → transfer; the client keeps the systems, playbooks, and data - Compliance: practices-aligned to NIST AI RMF, ISO/IEC 42001, ISO/IEC 27001, SOC 2, and NIST CSF. Not certified, and not certification in progress - Contact: info@f3insights.com; responses within one business day ## The discipline - [Executive Advisory Systems](https://f3insights.com/executive-advisory-systems): The category-defining page. EAS is the practice of designing, building, and operating the systems through which a small executive team runs a complex company, then transferring them to the client's own people. Four pillars: executive advisory systems architecture, executive operating systems (ExOS), GTM engineering, and financial expert systems. Includes the judgment-leverage counterpoint against large consultancies and AI deployment firms. - [How we work](https://f3insights.com/how-we-work): The four-phase engagement model, diagnostic (weeks 2–6), build (months 1–4), operate (months 3–9), transfer by design. The client keeps the systems, playbooks, code, and data. - [Results](https://f3insights.com/results): The metrics engagements are measured by, days to close, forecast error, cash visibility horizon, pipeline reconciled to the P&L, margin recovered. ## Who we serve The five executive offices, each with its hardest problems and the F3 system that answers them. - [Office of the CEO](https://f3insights.com/for/ceo): At $10M–$70M the CEO personally is the operating system. The ExOS, decision-grade information, and a fractional advisory bench that make the role scale. - [Office of the CFO](https://f3insights.com/for/cfo): The fifteen-day close, forecast theater, cash blindness during growth. The governed data layer, financial expert systems, and the finance operating cadence. - [Office of the COO](https://f3insights.com/for/coo): Tribal knowledge, no single operational truth, firefighting as the operating model. The operations ExOS and governed agentic workflows with human review gates. - [Office of the CMO](https://f3insights.com/for/cmo): Attribution collapse, the AI-search shock, martech sprawl. CFO-grade marketing contribution and governed content systems with editorial gates. - [Office of the CRO](https://f3insights.com/for/cro): Forecast as negotiation, founder-gravity, pricing anarchy. GTM engineering, revenue architecture that reconciles to the P&L. ## Practices Three practices. Everything the firm sells maps to exactly one of them. Each runs the same three-rung ladder: Assess, Build, Operate. - [CFO Consulting](https://f3insights.com/cfo): Finance and accounting operations. Assess is a close and forecast diagnostic, Build is scoped consulting projects covering reporting, systems, month-end close, forecasting and cash management, Operate is embedded fractional CFO leadership. Primary buyers: CFO and CEO. - [Revenue Engineering](https://f3insights.com/revenue): Revenue as an engineered system. The discipline is called GTM engineering. Assess is a pipeline-to-P&L reconciliation, Build is the revenue architecture build, Operate is embedded revenue leadership. Covers ICP definition and scoring, funnel math with stage-exit criteria, attribution honest enough to survive a CFO review, pricing governance, and a win/loss loop that corrects itself. Primary buyers: CRO, CMO and CEO. - [AI Enablement](https://f3insights.com/corp-ai): Training, advisory, transformation. Assess is the AI Readiness Assessment, Build is Targeted Implementation, Operate is team training and enablement. Moves teams from chat to governed, agentic workflows. This practice sells AI capability building; governed AI inside the other two practices is plumbing, never sold separately. Primary buyers: CEO and COO. ## Inside the practices - [GTM Engineering](https://f3insights.com/revenue/gtm-engineering): The technical account of the Revenue Engineering discipline. The six-component revenue architecture, the instrumentation standard, the ICP scoring model, the revenue KPI tree, and what transfers to the client's team. - [Fractional CFO](https://f3insights.com/fractional-cfo): The Operate rung of CFO Consulting. When a fractional CFO fits, the cost comparison against a $300,000–$500,000 full-time hire, engagement scope, and the finance systems the client keeps. ## Locations - [Fractional CFO in San Diego](https://f3insights.com/fractional-cfo-san-diego): Local page, San Diego base, coverage across the Bay Area and North America, what proximity actually changes, and how remote and on-site engagement works. ## Resources - [Resources hub](https://f3insights.com/resources): Executive learning series and architecture references - [Finance, Planning & Operations Series](https://f3insights.com/resources/finance-planning-operations-series): Ten-lesson executive series on governed, auditable AI across financial analysis, planning, and operations - [Revenue & Marketing AI Series](https://f3insights.com/resources/revenue-marketing-ai-series): Executive series on AI applied to pipeline, attribution, and marketing operations - [Finance AI Architecture](https://f3insights.com/resources/finance-ai-architecture): Reference architecture for governed AI in the finance function - [System Architectures](https://f3insights.com/resources/system-architecture): Executive advisory system architectures, the governed data layer, expert systems, and human-in-the-loop oversight - [Use-Case Architectures](https://f3insights.com/resources/use-case-architecture): Architecture patterns for specific executive AI use cases ## Articles - [The Thirteen-Week Cash Flow Forecast](https://f3insights.com/blog/articles/thirteen-week-cash-flow-forecast/): The CFO's core liquidity instrument, built to be run weekly - [AI Variance Analysis with an Audit Trail](https://f3insights.com/blog/articles/ai-variance-analysis-audit-trail/): Governed AI for month-end variance analysis that survives auditor scrutiny - [AI Use Cases in Revenue Operations](https://f3insights.com/blog/articles/ai-use-cases-revenue-operations/): Where governed AI actually helps pipeline, forecasting, and deal management - [Trustworthy Marketing Data with AI](https://f3insights.com/blog/articles/trustworthy-marketing-data-ai/): Making marketing attribution CFO-grade ## Reference - [FAQ](https://f3insights.com/faq): Fourteen questions answered plainly, what F3 Insights is, what a fractional CFO is, what Executive Advisory Systems is, what governed AI is, what GTM engineering is, how F3 differs from MBB and from AI deployment firms, and what a fractional CFO costs. - [Glossary](https://f3insights.com/glossary): Definitions of Executive Advisory Systems, Executive Operating System (ExOS), governed AI, human-in-the-loop, GTM engineering, financial expert systems, governed data layer, judgment leverage, fractional CFO, and the thirteen-week cash flow forecast. ## Events and Workshops - [Events and Workshops](https://f3insights.com/events): Calendar of workshops, seminars, intensives and briefings for finance, revenue, marketing, operations and executive leaders. Working sessions that end in something the attendee keeps, such as a completed AI readiness assessment, a live 13-week cash forecast, or a stage-exit criteria template. Registration is on the page. - [AI and Excel for Forecasting](https://f3insights.com/events/ai-and-excel-for-forecasting): Rebuild your forecast in minutes, not a full afternoon. - [AI and Numerical Data](https://f3insights.com/events/ai-and-numerical-data): Numbers are where most AI tools quietly get it wrong. - [AI for Email Drafting](https://f3insights.com/events/ai-for-email-drafting): Clear your drafts folder without writing every reply yourself. - [AI for Executive Reporting](https://f3insights.com/events/ai-for-executive-reporting): Spend less time formatting board reports, more time on what's in them. - [AI Security and Governance](https://f3insights.com/events/ai-security-and-governance): Using AI without handing over the keys to your company. - [Automated Meeting Notes](https://f3insights.com/events/automated-meeting-notes): Walk out of your next meeting with the notes already done. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-09-19): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-09-26): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-10-03): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-10-10): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-10-17): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-10-24): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-10-31): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-11-07): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-11-14): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-11-21): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-11-28): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-12-05): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-12-12): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-12-19): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Coffee and AI Coding](https://f3insights.com/events/coffee-and-ai-coding-2026-12-26): Show and tell what you are working, discuss cutting-edge techniques, or chat with other like-minded folks while sipping coffee. - [Connecting AI to Your Software](https://f3insights.com/events/connecting-ai-to-your-software): Get AI talking to the tools you already use, not replacing them. - [Getting Set Up with AI Tools](https://f3insights.com/events/getting-set-up-with-ai-tools): Stop starting from zero every time you open a new AI tool. - [Getting Your Data Ready for AI](https://f3insights.com/events/getting-your-data-ready-for-ai): The real reason your AI project stalls before it starts. - [Managing AI Context and Memory](https://f3insights.com/events/managing-ai-context-and-memory): Your AI has a memory problem, here's how to fix it. - [Month-End Close Automation](https://f3insights.com/events/month-end-close-automation): Cut the busywork out of your month-end close. - [Red-Teaming Decisions with AI Agents](https://f3insights.com/events/red-teaming-decisions-with-ai-agents): Find your blind spots before a bad decision does. - [Sharing AI Skills Across Your Team](https://f3insights.com/events/sharing-ai-skills-across-your-team): One person figures it out, everyone else doesn't have to. - [Task and Project Visibility](https://f3insights.com/events/task-and-project-visibility): Stop losing track of what's actually in progress. - [Traceability in AI-Assisted F&A](https://f3insights.com/events/traceability-in-ai-assisted-f-and-a): Know exactly what your AI did and why, when it matters. - [Using AI Well in an SMB](https://f3insights.com/events/using-ai-well-in-an-smb): What actually separates AI that works from AI that wastes your time. - [Using CLAUDE.md and AGENTS.md Files](https://f3insights.com/events/using-claude-md-and-agents-md-files): Stop re-explaining your business to AI every single time. - [Variance Analysis Automation](https://f3insights.com/events/variance-analysis-automation): Catch the number that moved before your CFO asks about it. ## Careers - [Careers](https://f3insights.com/careers): Open roles. Everyone we put in a client meeting has already run the function they are advising on, and leaves behind support systems and documentation the client's team can run from. - [Business Systems Analyst](https://f3insights.com/careers/business-systems-analyst): Client-facing analyst seat in the AI Enablement practice. Discovery and requirements, process and data modeling, vendor evaluation, UAT and adoption. 1099 consultant with a path to full-time, remote with occasional San Diego onsite work. - [Forward Deployed Engineer](https://f3insights.com/careers/forward-deployed-engineer): Build and deployment seat in the AI Enablement practice. Integrations, data pipelines, and agent workflows stood up inside client environments, then handed to the client's own team. 1099 consultant with a path to full-time, remote with San Diego and client-site onsite work. - [DevOps Specialist](https://f3insights.com/careers/devops-specialist): Delivery infrastructure for the AI Enablement practice. CI/CD in GitHub Actions, Docker, Terraform, Azure and AWS, secrets and audit evidence. 1099 consultant with a path to full-time, remote with occasional San Diego onsite work. ## Legal - [Privacy Policy](https://f3insights.com/privacy): What the site collects, why, and who processes it. No advertising cookies, no data selling, no cookie banner (the audience is North America, where the consent-banner requirement does not apply). ## Company - [About F3 Insights](https://f3insights.com/about): Who we are, how we work, and the environments we operate in - [Tool Library](https://tools.f3insights.com): Interactive tools for executives - [Client Portal](https://portal.f3insights.com): Secure client access ## Optional - [Blog index](https://f3insights.com/blog/articles/): All articles, organized by tags including cfo-playbook, ai-governance, forecasting, cash-flow, month-end-close, fp-and-a, revenue-operations, pipeline, attribution, marketing-analytics, data-governance, liquidity, financial-analysis