In a 2010 survey by CFO Magazine and Duke University, ‘maintaining margins’ and ‘the ability to forecast results’ were the Top 2 issues facing CFOs. In the 2010 Gartner FEI Study, the ability to measure customer and product profitability was the top concern for C-level executives. And yet, virtually every time I meet executives to discuss our ability to deliver customer, product, and every other dimension profitability, the most common response I get is “we’re already doing that”.