Great business leaders are the backbone of any thriving organization. Their vision, strategic insight, and ability to inspire those around them are essential for driving progress and innovation. These leaders don’t just manage—they set the pace, create a culture of excellence, and navigate their teams through challenges and opportunities with grace and determination. Their influence reaches far beyond their companies, shaping entire industries and setting new standards for success.
Sanj Ahuja, the Group Chief Financial Officer at Probe Group, is a shining example of such leadership. As one of the Most Influential Leaders, Ahuja stands out for his exceptional ability to blend strategic foresight with practical execution. His innovative mindset and dedication have propelled Probe Group to new heights. Ahuja’s leadership is not just about numbers; it’s about creating a resilient, forward-thinking organization that consistently meets and exceeds its goals. His influence is evident in the company’s dynamic growth and the trust he has earned from colleagues and industry peers alike.
Overview of the Probe Group
Probe Group, a leading customer experience (CX) provider in Australia and New Zealand (ANZ), has been in business since 1979, amassing nearly 45 years of industry experience. Today, the company employs over 19,000 people operating out of five countries and collaborates with nearly all of the ASX Top 100 private companies across Australia, as well as several large organizations in the United States. Recognized with multiple industry awards from industry analysts and institutions, the company’s mission is to consistently deliver meaningful experiences by empowering people, driving innovation and harnessing technology.
Vision: PURPOSE. PEOPLE. PASSION.
Probe Group specializes in comprehensive CX services, covering front-office, mid-office, and back-office functions. Additionally, it offers extensive digital consulting services to numerous clients, with primary delivery locations in Australia, the Philippines, and New Zealand. The company’s diverse service offerings and robust international presence underscore its leadership in the CX industry.
Growth Journey
When Sanj Ahuja joined Probe Group nine years ago, the company faced several challenges. At that time, Probe was a relatively small organization with only 300 employees, operating solely in Australia and the Philippines, and focused exclusively on customer assistance, formerly known as collections. To drive growth, Probe Group embarked on a strategic transformation. The company recruited industry leaders from the outsourcing sector in Australia and secured crucial support from the company’s founder and key private equity firms. This support provided the necessary capital for both acquisitions and organic expansion.
The pivotal moment for Probe Group came with this influx of talent and investment. Over the years, the company’s revenue and workforce expanded dramatically, growing from 300 employees to 19,000 and increasing its revenue by more than 20 times. This growth was achieved through a combination of strategic acquisitions and organic development. Ahuja emphasizes that the success of Probe Group’s journey has been driven by surrounding itself with talented individuals and having strong investors and sponsors to guide the company’s evolution.
CFO Responsibilities
Ahuja began his tenure at Probe Group joining a small team of 10-15 people. His prior role at a larger global competitor had been substantial, involving reporting to the global CFO, making the transition to Probe challenging and exciting and a significant opportunity for growth. Initially, his responsibilities included overseeing the finance team and, on a smaller scale, managing human resources and facilities. As Probe Group grew and began focusing on mergers and acquisitions, Ahuja’s role expanded significantly.
Today, he leads a team of over 100 people, with a significant presence in Australia and the Philippines.
His key responsibilities now encompass day-to-day finance operations, mergers and acquisitions, commercial and pricing strategies, financial planning and analysis (FP&A), treasury, tax, payroll, and facilities management. Ahuja also dedicates considerable time to supporting the company’s growth initiatives, working closely with the Chief Growth Officer and collaborating with the CEO on strategic planning and investment decisions. With a strong team handling daily operations, Ahuja focuses on higher-level strategic tasks, including interactions with investors, the board, and the CEO, to drive the company’s future direction.
Professional Journey
Ahuja’s journey began in Mussoorie, India, where he completed his 12th-class education before migrating to Australia nearly 19 years ago as a student. He pursued a bachelor’s degree in accounting while working part-time in the outsourcing and call center industry. This early experience provided a solid foundation in the industry, marking the start of his career. Upon completing his degree, Sanj Ahuja obtained a maternity leave position in the finance team of the same company. This opportunity allowed him to enter the finance field officially, where he rapidly advanced through various roles, including accounts payable, accounts receivable, pricing, assistant manager, and eventually head of finance.
Before joining Probe Group in 2015, Ahuja held a senior role managing the ANZ division of a global company, overseeing around 2,500 employees and generating approximately $150 million in revenue. At Probe Group, Sanj Ahuja has experienced significant professional growth and challenges. Under his leadership, the company has completed eight major transactions, including acquiring five companies and selling the business three times. These achievements reflect the substantial responsibilities of his role as CFO and have contributed to his and his team’s development and success.
Essential Leadership Qualities
According to Sanj Ahuja, the key qualities of a CFO or any leader are multi-faceted and crucial for effective leadership. First and foremost, communication is essential. A CFO must excel in keeping the CEO, board, and other stakeholders informed, as surprises are generally unwelcome in such roles. Effective communication helps in maintaining transparency and trust.
Trust and loyalty are also critical. Given the high level of responsibility, a CFO must earn and maintain the trust of their team and stakeholders by making sound decisions and guiding the company effectively. Another vital quality is forward-thinking. Modern CFOs are expected to move beyond traditional number-crunching and contribute strategically to the company’s future direction. This involves navigating challenges such as post-COVID changes and global economic shifts, and ensuring the organization remains agile and prepared for what’s next.
Finally, a successful CFO should be adept at translating complex financial information into understandable terms for those who may not be as familiar with numbers. This ability to simplify and communicate financial concepts aids in informed decision-making across the organization.
Talent Development and Mentorship
Sanj Ahuja emphasizes that the key to identifying and developing talent within a company lies primarily in assessing attitude. According to Ahuja, attitude is a fundamental quality that cannot be taught or changed, unlike technical skills and knowledge. For him, attitude is crucial because it reflects an individual’s approach to work and challenges, which sets the tone for the entire team. In his role as CFO, Ahuja focuses on nurturing this quality among his direct reports and their teams, as it influences the broader organizational culture. With six direct reports overseeing a team of over 100, he recognizes the importance of leadership style in shaping team dynamics and performance.
Mentorship plays a significant role in this process. Sanj Ahuja advocates for treating people with the same respect and consideration one would expect in return. He stresses the importance of patience, listening skills, and understanding individual differences. Effective leaders, according to Ahuja, must guide their team members, provide support, and help them learn from their mistakes. Communication and feedback are vital components of successful mentorship. Ahuja values clear communication and purposeful feedback to ensure that team members understand their roles and objectives. He believes that defining a clear purpose and avoiding surprises are essential for maintaining motivation and ensuring that team members feel engaged and valued.
Balancing Innovation and Stability
Ahuja emphasizes that balancing innovation with stability and profitability requires a focus on simplicity and strategic foresight. He suggests that avoiding overcomplication is key, as complex solutions often lead to further complications. Sanj Ahuja advocates for patience and resilience while assessing and prioritizing business goals. Understanding both macro and micro factors is essential, with macroeconomic conditions being partly beyond control but still important to monitor. Developing plans to mitigate potential macroeconomic impacts is crucial.
Looking forward and preparing for future uncertainties is equally important. Ahuja points out that while the COVID-19 pandemic was an unprecedented challenge, it also offered valuable lessons. In response, Probe Group has heavily invested in cybersecurity, technology, and risk management to enhance resilience and adaptability. Ensuring healthy cash flows and having robust work-from-home solutions are part of the company’s proactive measures. While complete preparedness for future crises may not be possible, learning from past experiences and maintaining a calm, resilient approach is vital. Simplifying processes and staying adaptable are central to navigating the balance between innovation and stability.
Strategic Future Planning
Sanj Ahuja outlines the approach Probe Group takes to advance its services and products. The company focuses on continuously evaluating the relevance of its offerings by engaging with both current and prospective clients. This helps in understanding their evolving needs and industry trends.
Probe Group strives to remain relevant by keeping a pulse on macroeconomic factors and client demands. Although the company is not heavily product-oriented, it does offer a few proprietary digital and tech solutions. For other needs, Probe Group partners with established organizations globally to enhance its service offerings. The company’s strategy includes investing in areas with future monetization potential while learning from past experiences. By staying current with client requirements and market trends, Probe Group ensures that it remains competitive and aligned with industry advancements.
Balancing Act
Ahuja emphasizes the importance of balancing a demanding professional life with personal commitments. Despite his busy role, Ahuja prioritizes his personal life, cherishing time with his wife and two young sons. He notes the challenges of living in Australia without extensive domestic help, contrasting it with the support available to his family back in Delhi. Ahuja believes that this balance between work and family helps him remain grounded and well-rounded. He advises others to ensure they allocate time for personal life, even amid professional pressures, as family support is crucial for overall success.
Timeless Advice for Leaders
Sharing valuable advice for aspiring entrepreneurs, Sanj Ahuja emphasizes the importance of maintaining a strong desire for continuous learning and self-improvement. He believes that one should never feel they’ve learned everything, as staying curious and challenging oneself is crucial for growth.
He also highlights the value of mentorship, suggesting that having mentors who align with one’s goals and aspirations can provide significant benefits. Ahuja advises that leaders should seek mentors who can genuinely contribute to their development. Additionally, Ahuja encourages treating work as a second home, advocating for humility and groundedness. He stresses the importance of leading by example and making time for people, reinforcing that a leader’s actions should inspire and guide their team.
“Ahuja’s key responsibilities encompass day-to-day finance operations, business strategy, mergers and acquisitions, commercial and pricing strategies, financial planning and analysis (FP&A), treasury, tax, payroll, and facilities management.”
