Case Study: SGA

Case StudyOutboundFounder-Led Sales
Written By Yuri Bhanage

Building a predictable flow of CFO-level conversations across target markets

Client

SG Accountants (SGA) is a Singapore-based finance and accounting firm supporting startups, growth-stage, and multinational businesses. Their work spans accounting, finance operations, and CFO-level support for companies operating across multiple geographies.

Challenge

SGA wanted a more consistent and predictable way to engage CFOs and senior finance leaders, but several structural factors made this a demanding sales motion:

  • CFOs rarely change finance or accounting providers, requiring outreach to focus on companies already showing signals of potential change, such as finance teams hiring or operating across multiple geographies

  • Startups are more likely to engage or switch providers around funding events, making timing and context critical to successful conversations

  • Multinational finance operations are complex and time-consuming, increasing the likelihood that CFOs seek external support beyond routine audit and compliance work

This meant success depended on precision, relevance, and timing, not volume.

Objectives

  • Identify CFOs most likely to be evaluating change, based on observable signals

  • Prioritise companies dealing with cross-border finance complexity or upcoming funding events

  • Build a steady flow of relevant CFO-level conversations that could support sustained pipeline growth across multiple markets

NO BS Approach

  • Defined a CFO-level ICP, using change indicators such as finance hiring, multinational operations, and funding momentum

  • Ran a 100% LinkedIn-led outbound motion across Singapore, Malaysia, Indonesia, the US, and the UK

  • Worked closely with the founder, including direct involvement in outreach and live CFO conversations

  • Hosted three targeted community events for CFOs, creating trust, credibility, and warm follow-ups into outbound

  • Partnered with the founder on sales strategy, refining positioning, sequencing, and follow-ups based on real conversations

  • Live dashboard to track activity, responses, meetings, and progression, reviewed weekly

Outcome

37 meetings and 7 SQLs generated in 6 months

Why this Worked

  • Outreach was anchored in real CFO change signals, not generic finance needs

  • Founder involvement materially increased credibility and depth of conversations

  • Community-led events created trust and context, strengthening outbound effectiveness

  • Tight feedback loops ensured the approach stayed relevant across markets


Yuri Bhanage
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