1. A Finance-Specific Buyer Persona: Payt needed to reach finance leaders responsible for collections, invoicing, cash flow, and reconciliation. The campaign had to speak directly to the day-to-day pain of unpaid invoices, manual collections, and payment reconciliation.
2. Highly Defined ICP Requirements: Payt wanted to target UK companies across professional services, accounting and law, recruitment and staffing, manufacturing, wholesale and distribution, and automotive. The preferred company size range was 51-5,000 employees, with a minimum revenue level of £25M.
3. Complex Value Proposition: Payt's offer touches several high-priority finance outcomes: reducing DSO, improving payment speed, lowering manual workload, reducing transaction costs, and improving reconciliation accuracy. A-Sales needed to translate this into outbound messaging that was simple, relevant, and conversion-focused.
4. Need for Fast Pipeline Creation: Payt wanted 20 qualified sales meetings per month from outbound. For a SaaS product selling into finance teams, securing sales calls is not easy, so speed-to-meeting and lead quality were both critical from the start.‍
5. Operational Visibility and Qualification: Payt needed a process where every booked meeting could be tracked, reviewed, qualified, and followed up properly. The QSM sheet became the shared source of truth for booked calls, lead quality, meeting outcomes, and billable status.

Phase 1: ICP Definition & List Building

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A-Sales began by translating Payt's onboarding inputs into segmented UK lead lists. The campaign focused on the industries Payt identified as priority markets:

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• Professional services
• Accounting and law
• Recruitment and staffing
• Manufacturing
• Wholesale and distribution
• Automotive

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A-Sales built and reviewed lead lists around Payt's target roles, including CFOs, Finance Directors, Financial Controllers, Heads of Finance, Credit Managers, and Managing Directors in SME accounts.

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The QSM sheet captured contact name, job title, company, company size, country, industry, email, phone, website, and LinkedIn profile so Payt could easily review meeting quality, qualification, and outcomes.

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Phase 2: Multi-Channel Outbound Execution

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Once the lists were reviewed and approved, A-Sales launched the outbound campaign and began executing across email and calling.

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The campaign messaging focused on Payt's strongest pain points and outcomes:

• Reducing manual collections workload by up to 80%
• Improving payment behaviour by 30-50%
• Reducing DSO
• Improving cash flow predictability
• Making it easier for customers to pay
• Automating collections, payments, and reconciliation

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The campaign was supported by a full outbound asset build, including:

• Clay prompt ideas
• Cold email offer ideas
• Cold email first sequence
• Cold email follow-ups
• Cold email subsequences
• Cold call script
• Information email template
• Pre-call nurture flows
• Job title targeting
• Campaign ideas

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This gave the SDR team a structured playbook before launch and allowed Payt to review messaging, targeting, and positioning before outreach began.

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A-Sales also created a dedicated Slack communication channel with Payt, giving the client direct access to the team, weekly updates, reporting, and real-time collaboration on booked meetings, no-shows, qualification notes, and campaign improvements.

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Phase 3: Reporting, Qualification & Show-Rate Optimization

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A-Sales provided weekly performance reports and maintained the QSM sheet so the Payt team could track every booked meeting. Payt also updated the sheet after calls to mark whether each meeting was qualified, unqualified, completed, billable, or needing further follow-up.

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When no-shows occurred, A-Sales followed up with prospects, attempted to reschedule, and created a follow-up playbook to reduce missed meetings and improve attendance rates.

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The working relationship stayed hands-on throughout the campaign. Payt highlighted that the communication cadence, Slack access, reporting, and SDR collaboration all contributed to stronger performance.

Pipeline Impact

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• 26 sales calls secured in under 45 days
• High-quality leads generated weekly
• Strong early return on investment from outbound
• Meetings booked across Payt's target UK market
• Campaign launched quickly after onboarding and list approval
• Client reported that A-Sales exceeded expectations from the start

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Payt specifically noted that, for its SaaS category, securing calls is difficult — but A-Sales was able to quickly understand the product, get acquainted with the positioning, and start booking qualified conversations.

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Lead Quality

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Payt reported that the quality of leads was very high and that the campaign was consistently creating sales opportunities. The QSM sheet showed meetings booked with finance leaders, managing directors, controllers, credit control managers, finance directors, and senior operators across multiple UK industries.

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Examples of booked prospects included contacts from accounting, aviation, staffing and recruiting, manufacturing, construction, wholesale, legal, and industrial sectors.

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Client Experience

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The client emphasized that A-Sales did not operate like a distant external agency. Instead, the relationship felt personal and collaborative.

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The Payt team had direct access to SDRs, joined calls with the outbound team, reviewed the platform with them, and worked through qualification criteria and objection handling together. This helped the SDR team ramp faster and improved campaign performance.

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Client Testimonial

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"I think we've definitely seen a good return on investment here. The quality of leads is very high. We seem to be booking a lot of leads weekly."

"Normally when you're working with an external sales agency, sometimes it takes them a few months to get into the swing of things. A-Sales seriously just hit the ground running and started booking. We've been with A-Sales for less than 45 days and we've already secured 26 calls."

"Overall experience with the A-Sales team is really good. The fact that we have a Slack channel, the communication has been great. We get the reports on a weekly basis. I have access to the SDRs."

"From the quality of leads, the standard of communication, and just the overall culture of A-Sales, it's been a really good partnership for us."

"If you're looking to expand fast and you need to drive revenue, I would definitely look at A-Sales. This partnership has been incredible."

— Joshua Chase, Country Manager UK & Ireland, Payt Software