As the financial crisis focuses companiesı attention on external events, we surveyed senior finance executives on their concerns for converting their companiesı operations into cash, particularly their views on planning, budgeting, and forecasting practices and their order-to-cash processes. Our research finds that the finance function can be more influential in customer-facing activities, particularly pricing decisions and contracts complianceıareas of the order-to-cash process that currently receive the least amount of detailed analysis. In this report, senior finance executives discuss how their greater involvement in the order-to-cash process may help determine their companyıs courseıand what internal barriers are preventing enhanced analysis.