The brief
Ledgerly was pitched to accountants as a list of features, and every competitor had the same list. Win rate had sat at 18% for a year.
What I did
I interviewed 120 customers and found the one thing they all mentioned: hours saved at month-end. We rebuilt the story, the deck and the website around that number.
120 customer interviews, tagged and shared with the whole company
A new pitch built around hours saved each month
A sales deck cut from 42 slides to 12
What changed
Win rate rose from 18% to 27% over four quarters, and finance teams became the fastest-growing segment.
What I’d do differently
I would measure time saved inside the product from day one, so the number came from data, not only from interviews.
