Rick Perrin

Verona, WI

40 Years of Experience


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Rick has over 35 years of broad-based financial and operations experience in manufacturing, retail, construction, software, non-profit and service firms, and as a CPA and consultant. He has extensive experience leading companies through high growth, and is particularly adept at driving increased sales, operational improvement and profitability. Rick is also a Certified Business Transition Expert™ and helps business owners to successfully transition their businesses to new owners, family, or employees.

Rick is the trusted advisor for a number of small and mid-market businesses in southern Wisconsin - Madison, Milwaukee and surrounding areas, where he helps them with all aspects of financial management, operations and profitability improvement, strategic planning and growth strategies. Rick uses unique planning and financial tools to increase his client's sales and profits and turn around struggling companies. He serves a variety of clients including manufacturers, distributors, contractors, medical, software, consulting, non-profit and specialty service companies. Rick also helps companies with interim needs, mentors Controllers and other CFO's and helps larger companies hire the right CFO.

Rick knows that many business owners are planning on exiting their businesses in the next few years but many don't know how to maximize the value they will receive on exit, nor do they have a plan for a successful transition. As a Certified Business Transition Expert™, Rick helps owners maximize their exit value and uses B2B CFO's proprietary process to help lead them through a successful transition. This includes helping the owner determine the best exit, including selling for the highest price, selling to employees (management buyout or ESOP), sell to a Private Equity Group, or other alternatives.

Rick understands that the best run and most profitable companies have great planning processes. He helps companies develop their strategic, operational and marketing plans, and then helps them put together a Profit Plan (Budget) around these plans to set, monitor and achieve stretch financial goals.

Rick has managed warehouse operations and large IT and purchasing departments and consults on Supply Chain Management, purchasing and negotiating strategies. Rick has extensive HR experience and helps companies with compensation, benefit and incentive programs.

Prior to joining B2B CFO in 2005, Rick was Vice President Finance/CFO at a complex manufacturer where he played a lead role in driving sales from $45 to $80 million, reducing costs over $3 million, and leading the launch of two new divisions including a manufacturing operation in China. Rick managed the accounting, IT, Purchasing, Quoting and Logistics departments, and was instrumental in the acquisition and financing of $22 million of new capital and the quoting and successful launch of $25 million in new products. Rick also implemented new costing systems and management tools for improving profitability. Prior to this, Rick was VP Finance of a six-plant manufacturing company where he played a lead role in doubling sales to $40 million and led teams in the acquisition and implementation of ERP Manufacturing, Accounting and HRIS systems. Rick was also Controller of a $100 million retail chain and Corporate Accounting & Treasury Manager of a $350 million manufacturer.

Rick earned a B.S. in Business-Accounting from the University of Colorado-Boulder where he graduated in the top 10% of his class. He also holds an MBA in Corporate Finance from the University of Wisconsin Madison. Rick became a CPA (Certified Public Accountant) in 1984 and is a CCM (Certified Cash Manager), having received one of the top five scores on the 1995 Treasury Management exam. Rick is also a Certified Business Transition Expert™.

In 2004 the Association for Financial Professionals (AFP) selected Rick from a list of over 100,000 financial professionals as one of the 300 most outstanding professionals in the finance and treasury industry. Rick lives in Madison with his wife Darcy and has two daughters, Erica and Haley, and enjoys boating, skiing, golf and biking.

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About Rick Perrin

Personal Website:


University of Colorado - Boulder B.S. Business - Accounting University of Wisconsin - Madison MBA - Corporate Finance

Certificates & Licenses:

Certified Cash Manager (CCM)


Madison Area Business Consultants Exit Planning Network

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