In a SME, cash flow is not just a financial indicator: it is a lever for performance and security.
But in many organizations, cash management remains confined to management or the accounting department. What if it became a shared reflex at all levels of the company?
At Advanced Conseil, we are convinced that good cash management also involves spreading a true “cash” culture, clear, pragmatic… and embodied.
What is a “cash” culture?
It is the ability for each employee to understand the direct impact of their decisions on the cash flow of the company.
Some very concrete examples:
- A salesperson who grants a payment extension without checking the client's creditworthiness.
- A buyer orders in bulk to optimize the price, but disrupts the working capital requirement.
- 🔸 A project manager forgets to follow up on a pending client invoice.
These choices may seem trivial, but they have a direct impact on cash flow.
The role of the leader and the CFO
Spreading a cash culture cannot be improvised.
It must be driven by the leader, but also structured daily by a Chief Financial Officer—whether internal or outsourced.
This work is based on 3 pillars:
- ✅ Provide visibility: integrate clear and shared cash flow indicators.
- Train and empower: simply explain the mechanisms (working capital requirement, customer deadlines, collections).
- ✅ Involve each department: because cash is a collective matter, not just an accounting one.
🔧 Some simple and effective levers to implement
- ➕ Include a "Cash" indicator in each operational dashboard
- Set up a monthly cash flow flash meeting (15 min)
- 👏 Highlight internal best practices (quick cash collection, supplier negotiation...)
- 🎯 Link managerial objectives to cash performance (bonuses, incentives)
The external CFO, a true accelerator
At Advanced Conseil, we regularly intervene to establish this “cash” culture in SMEs.
Our approach:
- On-site awareness training for operational teams
- 🔹 Implementation of suitable tools: tracking of collections, forecasting, shared indicators
- 🔹 Support for the leader to structure an effective and realistic cash management policy
Client case: fast-growing B2B SME
Identified Issue:
- Billing delays,
- Non-existent payment tracking,
- No internal “cash” reflex.
👉 Actions undertaken by Advanced Conseil:
- ✔️ Automatisation de la facturation via l'ERP Odoo connecté au CRM,
- Integration of a “cash to come” indicator in weekly reports,
- Training project managers on the importance of collections,
- Updating the commercial bonus policy, in relation to the collection time.
Result in 4 months:
- ✅ Average reduction of collection time by 12 days
- ✅ Cash flow visibility extended to an 8-week rolling period
- ✅ Strengthened team engagement in cash culture
What to remember
- The cash culture is not a topic reserved for management or the finance department.
- It concerns the entire company and can become a real performance lever.
- With the support of an external CFO, it becomes easy to understand, to structure… and to deploy.
At Advanced Conseil, we help leaders transform their approach to cash.
Our method: a quick diagnosis, concrete actions, and a tailored support.
Good cash management starts with good support. Let's talk about it.