Transforming business models is not only about new pricing or financial structures. It is also a new way of engaging customers and requires a change in operating and organizational constructs. However, it often starts with the CFO looking at financial models to identify growth levers. The CFO then needs to partner closely with the COO and CHRO to operationalize the new business model. The key for this sales play is to start with the key business challenges that the CFO faces with approaching business model transformation, and to help them partner with the COO and HR leader.