In uncertain markets, it’s accountants who create stability

Markets are as unpredictable as ever. One week brings optimism, and the next, uncertainty takes over. Between inflation concerns, shifting trade policies and inconsistent buying behavior, one thing is clear: volatility is the new normal.

As a CFO, I know firsthand how accounting and finance teams are asked to do more with less when the market wobbles. Expectations rise, visibility shrinks and decisions carry more weight. But this isn’t a time to retreat; this is a time to lead. Accountants in particular are being asked to step outside their traditional roles, going beyond compliance to bring more insight, agility and strategic value.

Is your accounting team still seen as a traditional back-office function, or are they driving real impact at the center of business decision-making? Here are three ways accountants can shift from support role to strategic force, helping organizations stay profitable, predictable and well-positioned, no matter what the market brings.

1. Start at the source: sales

Revenue starts long before it hits the ledger. But that doesn’t mean accountants should wait on the sidelines. Especially in services businesses where margins are tight and people are the product, accounting can, and should, get involved earlier in the sales process.

Helping shape pricing models, validate margins and confirm delivery costs ensures your company is closing profitable deals. Left unchecked, discounting habits and poorly scoped projects can erode margin before the work even begins.

AI is making this type of involvement more accessible. Tools that analyze historical bid data can suggest optimal pricing and help avoid unnecessary concessions. For instance, if sales instinctively offers a 20% discount, data may show a 5% reduction would’ve closed the deal. When that insight is applied at scale, the impact on profitability is significant. Accountants are the experts best equipped to drive that discipline.

2. Fix the handoff from sales to delivery

In theory, the transition from sales to delivery should be seamless. In practice, it’s a common source of margin loss. Missing scope items, mismatched rate cards and vague assumptions can trigger change orders, billing disputes or even client dissatisfaction.

This is where today’s accountants can be instrumental, not just in reconciling revenue after the fact, but in helping prevent leakage before it happens. By advocating for accurate project setup, enforcing controls over rate use, and identifying gaps in scope or delivery assumptions, you can bring structure to a phase that’s historically been a bit chaotic.

Invoicing is another area where accountants make or break cash flow. Manual processes, delays in approvals and spreadsheet-driven billing often lead to late invoices and slower collections. Automation shortens the billing cycle, reduces disputes and improves cash predictability. Speed matters, but what really drives value is confidence in your numbers.

3. Build more accurate forecasts with an accountant’s lens

Cash flow forecasting is part art, part science. In volatile markets, the margin for error is small. Most forecasts assume customers pay on time and expenses follow plan, but the real world rarely works that way.

Modern accounting teams are being asked to deliver sharper forecasts based on behavior, not just assumptions. AI can now analyze payment histories and customer patterns to predict actual payment timing, flagging risks before they affect liquidity. It can also suggest tactical changes, such as offering split invoicing or switching to electronic payments to accelerate cash.

This kind of insight allows you to advise your business leaders with greater confidence. When to invest. When to hold back. How to plan for best- and worst-case scenarios. Especially in unpredictable markets, that level of precision becomes a huge competitive advantage.

Embrace your role as a strategic partner

We’ve entered an era where profitable growth matters more than growth at all costs. That shift puts finance front and center. Accountants have moved well beyond compliance to become central to how organizations stay agile, make smarter decisions and protect profitability.

In uncertain economic environments, businesses look for solid ground. And time and again, it’s accountants who provide it. From reconciling revenue to advising leadership on where and when to invest, the accounting function has evolved from a back-office operation into a front-line driver of performance — offering both operational clarity and strategic stability when it’s needed most. Now is the time to keep leaning in on that.