IMA Update and CSCA Program Overview IMA Northeast

IMA Update and CSCA Program Overview ® IMA Northeast Regional Council Conference September 2017 Dennis Whitney, CMA Senior VP, ICMA

2018 IMA 2016 Year in Review and the Path IMA 2017 Year in Review/ Forward Jeff Thomson, CMA, CAE August, 2016 Prepared for IMA Volunteer Communities 2016

IMA’s Journey – Growth, Value, Service 3

2017: A Year in Review

IMA – Growing with Confidence and Integrity This year was a story of: • Sustainable growth, with great returns from our bold investment in CMA First. • Financial discipline and financial health, allowing IMA to further invest in its future. • Innovation and member value, creating differentiation vs. much larger competitors. • And, a story of inspired IMA people, community, and values—foundational to all we do. 5

KPI Summary 6

IMA 2017 – A Story of Sustained Growth Membership Trends 7

New US CMA Candidate Growth US CMA candidate volume grew 29% in FY’ 17 vs. prior year. Growth can be attributed to an orchestrated effort of paid media, IMA digital marketing and CMA scholarship activation New CMA Candidates - Americas 8

Paid Media Campaign Reach in FY’ 17 o 225 MM+ impressions (total campaign creative asset views) since September across all paid media channels managed via the Gate o Additional 55 MM+ impressions driven by IMA digital marketing programs o 300 MM+ earned impressions driven by IMA’s PR program, including placements in NY, LA, and Chicago local markets o 650 K CMA commercial views on You. Tube and 72 K on Facebook 9

IMA 2017 – A Story of Innovation

IMA 2017 – The Innovation Continues § 3. 7 K unique webpage views § 125 professors requested book review copy § 7 schools have confirmed adoption for the fall semester CMA Video Contest CSCA Specialty Credential New Textbook § 30 K unique CSCA webpage views § 300 enrollments for Sep window § 35 video entries received from around the world § Incremental 500 K people reached on Facebook in Jan (launch month) § 226 Facebook comments, 773 shares, and 600 new US Facebook followers 11

IMA Strategy 2018 -2021: The Path Forward

IMA 2018 -2021 Strategy • Win additional market share with an aggressive pipeline building effort and expansion of the CMA in the U. S. and globally. • Drive member retention and loyalty in all regions by delivering tangible value through relevant programs, products, and services. • Raise awareness in the Student / Academic market to expand the membership pipeline and reach the Young CMA-certified Professional of tomorrow. • Master technology that directly impacts IMA members and our value proposition. 13

Innovation and Value Delivery

CSCA® Certified in Strategy and Competitive Analysis

CSCA Program 1 Credential Overview 2 Exam Details 3 Educational Resources 4 It’s Easy to Get Started 16

CSCA Credential

The Need for the CSCA The CFO team is being challenged to combine skills in strategy, operations, technology, and leadership, as well as accounting and finance, in order to become value creators. The CSCA complements the strong planning and analysis skills developed with the CMA, adding strategic perspective and building expertise to drive strategic planning. 18

CSCA Meets the Needs of the Marketplace The most important areas of focus for financial leaders: Strategy Business insight Cost reduction Forecasting Risk Planning Controls Working capital Talent Regulation Funding Transaction efficiency Investments for growth Corporate finance Tax Investor relations Corporate social responsibility 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: IMA-ACCA, “Finance leaders survey report: June 2013” 19

CSCA – Certified in Strategy and Competitive Analysis • CSCA is a specialty credential for certified accounting professionals who want to gain indepth knowledge of strategic planning • Offered globally (in English) • Available to CMAs or CFMs • Online education material bundled with entrance into the program 20

Invest in Your Success! Enable and sustain your career growth Reinforce your CMA with special expertise Gain in-demand knowledge and skills Differentiate yourself from your peers Earn a seat at the strategy table 21

CSCA Exam

Key Content Areas Strategic Analysis Creating Competitive Advantage Strategy Implementation & Performance Evaluation 23

Exam Content Strategic Analysis Creating Competitive Advantage Strategy Implementation & Performance Evaluation • • • The strategic planning process Environmental scan Internal analysis • • • Competitive advantage Strategy in a global context Business-level strategies Corporate-level strategies Functional-level strategies Sustaining competitive advantage • • Analyzing strategic alternatives Risk management Strategy implementation Strategy measurement and organizational performance Governance Social responsibility Ethics • • • 24

Exam Overview Windows • Testing offered in March & September every year Exam structure • 3 hours • 60 multiple-choice questions • 1 case study Scoring • Scaled score from 0 to 400 • Passing score = 280 or higher 25

What Happens After the Exam • Exam results o Available 8 weeks after end of testing month • If you pass o o You will receive e-mail notification and then an official Certificate will be mailed You will earn 30 CPE • If you don’t pass o o Performance Report is sent to you ~ 2 weeks after exam results are available Shows topics that need improvement 26

CSCA Educational Resources

IMA Strategy and Competitive Analysis Learning Series™ 5 1 18 21 Online Self-study Courses: Aligned with CSO Practice Question Bank: Sample Multiple. Choice & Case Questions Unique Reference Materials: Exploring Strategy Management NASBA CPE Credits: Upon Successful Completion 28

Snapshot of Course Features 29

Putting Together A Personalized Study Plan Learning Resources CSCA Candidate Handbook Content Specification Outline (CSO) Learning Outcome Statements (LOS) Reading List Resource Guide Ratio & Formula Definitions IMA Strategy and Competitive Analysis Learning Series™ 5 Online Self-Study Courses + Practice Question Bank + Multiple-Choice Questions and Case Studies 30

Taking the Exam

Exam Strategy To pass the exam, you need: üKnowledge üConfidence üEffective Time Management

Quick Tips • Read each question carefully, noting any key words • Answer ALL of the multiple choice questions • No penalty for incorrect answers • Keep track of time • For the case, review your answer for organization and clarity 33

Sample Multiple Choice Question Which one of the following statements best reflects Michael Porter’s view on sustainable competitive strategy? a. Aim to be unique, not best. b. Aim for growth and to take market share away from the competition. c. Aim to be best, not cheapest. d. Aim to deliver high quality at low cost to as many customers as possible. 34

Case Study Requirements Strategic Analysis Creating Competitive Advantage Strategy Implementation and Performance Evaluation § § § § Evaluate strengths and weaknesses Scan the environment Incorporate strategic planning model(s) Identify the strategic decision(s) Formulate the strategy Make recommendation(s) Describe the implementation plan Describe a performance measurement model 35

Getting Started

It’s Easy to Get Started 1. Purchase package online CSCA Program Fee of $1, 200 includes: o Entrance into the CSCA program o One exam registration o Access to the IMA Strategy and Competitive Analysis Learning Series ™ 2. Prepare for the exam o Typical preparation time of 30 -50 study hours 3. Consider a variety of learning resources to build a personalized study plan Need more Info? imanet. org/csca 37

Questions?