The Budget Isn't the Goal. Building a Better Business Is with Zach & Chris

In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Zach Rial and Chris Ortega, alongside co-host Glenn Snyder, to discuss budgeting and forecasting best practices. The conversation explores how finance teams should think about the purpose of budgeting, balancing control with agility, involving the business in the planning process, and using forecasting as a tool for better decision-making.

Zach Rial is a finance leader at AskElephant, a startup focused on revenue and conversation intelligence. He brings experience as an operator who uses finance, FP&A, and business insights to help companies grow and improve decision-making. Chris Ortega is the CEO of Fresh FP&A, a global fractional CFO and advisory firm supporting small and medium-sized businesses. Chris has over 20 years of experience in accounting, finance, and leadership roles, helping organizations build, scale, and prepare for growth.

Expect to Learn:

• The real purpose of budgeting and forecasting
• How to create a business-focused planning process
• Why trust and partnership are essential for FP&A teams
• How to balance budget discipline with flexibility
• Best practices for managing AI costs and governance

Here are a few relevant quotes from the episode:

• “A budget is the direction of where you want to go, but things change so much in a business.” - Chris Ortega
• “The budget process should not be a finance exercise. It’s an organizational exercise.” - Glenn Snyder

Effective budgeting is not about predicting the future perfectly, it is about creating alignment, understanding business drivers, and enabling better decisions. The strongest FP&A teams use budgets and forecasts as tools to guide the business, build trust, and help leaders navigate uncertainty.

Follow Zach:

• LinkedIn: https://www.linkedin.com/in/zacharyrial/

Follow Chris:

• LinkedIn: https://www.linkedin.com/in/freshcfo/

Follow Glenn:

• LinkedIn: https://www.linkedin.com/in/glenntsnyder/

Disclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review.

Earn Your CPE Credit

For CPE credit, please go to earmarkcpe.com, listen to the episode, download the app, answer a few questions, and earn your CPE certification. To earn education credits for the FPAC Certificate, take the quiz on earmark and contact Paul Barnhurst for further details.

In Today's Episode:

[00:00] - Introduction

[06:20] - The Purpose of Budgeting

[12:26] - Making Budgeting a Business Process

[17:24] - Building a Better Planning Approach

[26:51] - Practical Budgeting and Forecasting Tips

[37:44] - Building Trust With Business Partners

[44:35] - Managing AI Costs and Governance

[54:18] - Balancing Budget Control and Agility

[58:35] - Final Advice