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It was a moment of insight that Heather Dixon remembers having not once but twice during the untold number of hours she has spent in examining how divisional numbers were being \u201crolled up\u201d to be reported.

In the process of rolling up certain numbers, Dixon noted that parts of a division\u2019s business would be exhibiting outstanding performance, but when the division reported its results, the parts were frequently hidden. \xa0\xa0\xa0

Observes Dixon: \u201cThese divisions were really doing a lot better than how things appeared on the page.\u201d

For Dixon, whose resume includes chief accounting officer stints at both Aetna and Walgreens, the reported numbers were frequently not the problem\u2014instead, it was how the companies were accustomed to explaining their results.

As Dixon explains it, a moment of divisional insight at each company prompted finance to mobilize a company-wide effort \u201cto tell the story better.\u201d

Says Dixon: \u201cWe went through a recalibration internally when we said, \u2018Let\u2019s look at all of the things that we do as a company and pull them apart and figure out how to put them together in the right way.\u201d

According to Dixon, \u201cthe right way\u201d is an approach that helps investors to better understand the company.

\u201cIf the market understands what you\u2019re doing and they understand the pieces of your company, they can give you a multiple that values each division of your company separately\u2014and they can really expand these multiples for the segments that exhibit performance that deserves higher numbers,\u201d she notes.

What began as an examination of how one division rolled up its numbers ultimately became a wake-up call for the company\u2019s reporting at large:

\u201cWhat I have twice seen in my experience is that we were able to take the multiple for the overall company up. Again, same company, same building blocks, higher multiple\u2014all because we decided to report the information in a little bit of a different way.\u201d\xa0\u2013Jack Sweeney\xa0