Where they were

Ledgerline had a product accountants loved and a sales motion that ran entirely through the two founders. Every deal came from someone they already knew. The website had been written at one in the morning, there was no marketing budget to speak of, and nobody owned the pipeline number.

They didn’t need a big strategy. They needed someone senior enough to pick one thing, do it properly, and build a team around it.

What I did

Month one: listen

I sat in on twenty sales calls and interviewed eight customers. The same phrase kept coming up: “month‑end close takes us a week.” That became the message, the webinar topic and the homepage headline.

Months two to six: one channel, done properly

We ran one webinar a month on closing the books faster, with a customer on every panel. Each one fed a short email sequence and a sales follow‑up. By the second quarter it was the biggest source of new pipeline.

What they kept

I hired a content lead and a demand gen manager, then helped pick a Head of Marketing to run the team. When I left in February, the programme kept running without me, which was the point.