Raising capital looks different depending on if you're sitting at the head of the company, behind a bank’s desk, or across the table structuring deals. Joe Briner has sat in all three seats. As a former bank CEO, investment banker, and now CFO, he offers a rare perspective on what capital providers expect, how they evaluate opportunities, and how business leaders can be better prepared.

In this episode, Joe breaks down what matters most to each stakeholder: why banks prioritize repayment over risk, why investment bankers focus on valuation and market fit, and why CFOs must balance vision with structure. We talk about what makes a company bankable, what investors listen for but rarely say out loud, and how leaders can package their story to match the needs of the people holding the capital.

You’ll also hear hard-won lessons about character, transparency, and timing, and how the wrong approach (or wrong CFO) can derail momentum just as easily as the right one can accelerate it.

If you’re preparing to raise capital or want to better understand the situation you’re in or considering, this behind-the-scenes view of how capital decisions really get made, told by someone who’s made them all, is like a cheat-sheet for what to expect and how to show up ready.

Create The Next is delivered to you from ProCFO Partners. Every week, we explore strategies and ideas for financial management and growth to help today’s businesses put their financial picture in context. ProCFO Partners are expert financial officers networked across industries, verticals, specializations and situations. Fulfilling the role of a part-time CFO with all-time commitment, ProCFO Partners utilizes the innovative and exclusive FGC Financial Flywheel as a framework that creates momentum to drive your financial functions for sustainable success. Visit procfopartners.com to explore how we can implement a systematic and scalable financial system to help you achieve your goal.