Business owners are mainly focused on selling stuff and beating competitors. This can be a winning strategy… however it’s often the case that the sales being made aren’t actually profitable! Pricing is based on beating competitors, when you don’t know their cost structure and you can end up going out of business trying to compete.
CFOs know how to determine which products/services are least and most profitable. Once you know that you can concentrate on how to maximise the profitable ones and minimise the unprofitable ones.
They are also gurus at setting and managing overheads, to ensure all the hard work of making sales creates profit for business owners… rather than ending up in the pocket of others.