Case study · B2B SaaS · Fintech
AuditBot
AI Audit Platform
I led the work that built a £40M+ unweighted and £8M weighted ARR pipeline across large, mid-size and small UK accountancy firms, before the product launched.
Summary
I designed and ran the sales approach and led every sales meeting that built the pipeline: £40M+ unweighted and £8M weighted ARR across the UK accountancy sector. Most conversations reached a business case or proof-of-concept. My engagement finished in May 2026 and the product launched in July 2026. These are pipeline figures, not revenue won.
Part 01
The starting point
AuditBot’s founders are specialists in statutory financial audit, one of the most risk-averse and process-driven sectors in professional services. Their expertise is technical and industry-specific. They needed someone who could build and lead the commercial function and fit a team that puts a high value on trust and shared values.
When I joined, the product was in build. There was an instinctive sense of who the customer was, but no documented ICP, no research into how the proposition connected to the buyer’s emotional decision-making, and no go-to-market framework or pipeline. The commercial foundations had to be built from scratch.
Part 02
How I approached it
- Applied the horizontal framework first: vision, mission, goals, values, and culture as the lens for every commercial decision
- Used the vertical model for each go-to-market activity: purpose, ICP, core message, call to action, and anticipated OKRs before spending a pound
- Identified that in-person relationship building was the highest-value channel, making events the priority
- Built a LinkedIn thought leadership and personality-led content programme to warm audiences ahead of shows
- Shifted the commercial model from pay-as-you-go thinking to an annual recurring revenue structure, increasing contract value and revenue predictability
- Built CRM discipline and contracting rigour from day one, with exit in mind
Part 03
The outcome
A pipeline spanning the largest, mid-size, and small accountancy firms in the UK market, including firms at the top of the sector. The majority of conversations progressed to an agreed business case or proof-of-concept stage.
AccountEx London 2025 brought interest from across the sector.
My engagement finished in May 2026. By then the full commercial architecture, tools and go-to-market approach were in place, including the CRM and contracting set-up. I advised the founders to build automation and a go-to-market motion centred on shows. The product launched in July 2026.
The £40M+ and £8M figures are pipeline values, unweighted and weighted, not revenue won.
“Helen excels in giving strategic direction and also possesses the ability and enthusiasm to work hands-on, and build the pipeline, engaging with clients and assisting wherever required.”
Jack Johnston, CEO & Co-Founder, AuditBotDoes this sound familiar?
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