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About Us

PACE, a 501(c) entity, is an independent, non-profit, community of professionals dedicated to developing ways for companies to strategically manage and improve revenue, cost, and investments using causal analytic models to help make better, more informed decisions and drive greater value creation.

We center our work on a holistic framework that highlights the critical information finance must provide the organization to achieve its goals, the fundamental principles managers must employ to drive value, areas frequently overlooked or left unaddressed by traditional finance and accounting practices, and how revenue, cost, and investment processes should seamlessly integrate together to help organizations achieve their long-term, sustainable goals.

Our Mission

PACE's mission is to facilitate organizational cultures where integrated economic models of an organization's revenues, costs, and investments, based on an operational understanding  and aligned with overall strategy, are developed and employed in order to enhance organizational decision making.

Business Brainstorm

Our Values

PACE’s core values are:

  • Highest Standard of Ethics and Integrity

  • Passion for Serving the Profession

  • Respect for the Individual and Diverse Views

  • Commitment to Elevating the Practice of Management


PACE Directors & Staff

The activities of the Profitability Analytics Center of Excellence are overseen by a Board of Directors, comprised of leaders in the field from practice and academia, and supported by volunteers.

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Raef Lawson

Executive Director, Profitability Analytics Center of Excellence

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Gary Cokins

Founder and CEO,  Analytics-Based Performance Management LLC

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Toby Hatch

Volunteer Marketing Advisor

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Doug Hicks


D. Hicks & Co.

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Partner and CCO, Business Partnering Institute


Sydney Milella

Marketing Intern


Monte Swain

Deloitte Professor of Accounting, Brigham Young University

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Larry White

Executive Director, Resource Consumption Accounting Institute

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