We’re the growth marketing agency that helps accounting tech to understand accountants, execute fast, and unlock scalable growth.
Because your customers hold the answers to your messaging and positioning
We build the growth unit you need for your goals & product
We execute, learn, adjust, and go again until we find your leverage
Ready to start your Journey?
“Since joining forces with Journey, we’ve witnessed an incredible 206% surge in revenue, a testament to their unparalleled expertise.
Journey’s rapid response times make them feel like an integral part of our team, always there when we need them, ensuring that we consistently get things done efficiently and effectively.”
“Journey has a rare perspective on the accounting industry that is hard to match. They do what they say, they’re measured, and have shown amazing results to date.
I highly recommend bringing Journey on your journey. They’re THE experts in this space.”
“Working with Journey allowed us to validate our GTM hypothesis quickly.
Working with a team who has already walked this path was incredibly valuable and saved us six months worth of research.
After spending just 5 days with Journey in the UK, we’re more confident then ever that we’re ready to launch into the UK market.”
The journey behind our brand's punk-inspired transformation — fusing innovation, rebellion, and authenticity.
Rebranding is more than a facelift; it's a fundamental transformation of a brand’s soul and identity. For Journey, the leap from a quick solution logo to a symbol of exponential growth mirrors our own radical evolution. It's here where our rebranding story unfolds.
What began as a modest image refresh swiftly transformed into a profound self-examination of our identity, echoing the essence of Journey itself.
It started as a simple notion of 'let's tweak our image,' but quickly evolved into a profound introspection of who we truly serve and why.
This transformative journey was driven not just by our creative specialists but also by our founder, Trent, who questioned why a team of 20 innovative minds working for clients worldwide wouldn't leverage their own strengths. He emphasised the opportunity for deeper collaboration on a project close to our hearts.
I’ve always found it harder to design things for yourself. It’s hard to be objective, and the possibilities are endless.
Our new logo was more than a visual exercise; it was an embodiment of our mission and a symbol of the clients we proudly champion. Our logo's design is an exploration of the profound journey we undertake with our partners, and it carries a narrative that unfolds in layers of symbolism.
Embedded within our logo is the sequence of '1, 2, to 4,' a visual representation of exponential growth—a fundamental principle that drives our collaborative efforts with clients.
It’s a transition from the linear, step-by-step progression to a dynamic surge forward, readying our clients for a new chapter of expansion. This is where Journey steps in, ready to fuel the fire of growth with strategic marketing and creative innovation.
Our logo intentionally defies the concept of a fixed destination.
The three dots serve as dynamic waypoints on an ever-evolving path that we traverse with our clients.
In contrast to our previous 'X' logo, which hinted at a final destination, the trio of dots symbolises an endless journey. It underscores our commitment to guiding our clients through transformative growth, not just to singular achievements but through the countless stages of their business evolution.
Our logo transcends aesthetics; it is a covenant — a promise that Journey is unwavering in catalysing and accelerating growth.
It is a pledge to assist our clients in not merely advancing but soaring to new heights."
Our journey to a punk-inspired brand began with a simple idea: to create an identity that would resonate with both our team and our clients. We sought to capture the rebellious and innovative spirit that drives our founder-based audience, uniting us under a common philosophy.
As we embarked on this creative endeavour, we drew inspiration from the raw, DIY energy of 1970s punk posters.
These iconic visuals were more than just images; they were manifestos, declarations of independence, and fervent calls to action. Their boldness and urgency spoke to us, compelling us to infuse our brand with a similar sense of rebellion.
Inspired by punk poster art, we meticulously developed a visual language that honours the punk ethos while adapting it to the modern digital age.
One of the key elements we've embraced is Vintage Cut-outs, featuring carefully selected words and phrases from 1940s and 50s publications, adding a touch of curiosity and innovation to our brand while aligning with our founder-based audience.
These are all hand-cut phrases from magazine clippings I’ve kept aside over the years, waiting for the perfect rainy day opportunity to use for a project.
Similarly, we use Black Tape as a visual guide, signalling new sections in digital content, akin to labelling a guitar case or a toolbox for easy navigation on websites and within documents.
Our use of Black and White Halftone Cutouts pays tribute to halftone printing, unifying visuals and adding depth and intrigue.
Our Hand-drawn Marker and Pen elements inject a human touch into our digital designs, highlighting essential elements like CTA buttons and headline keywords.
These are just some of the elements that come together and infuse our brand with a sense of history, innovation, and a tactile dimension, bridging the past with the present.
In parallel, we cultivated our anti-agency approach, forged from our determination to challenge the conventional norms of the marketing industry.
Traditional agencies, often bound by rigid structures and slow response times, couldn't keep up with the dynamic landscape. Having witnessed these shortcomings firsthand, we set out to offer something different.
Our commitment to clients is unwavering. We integrate seamlessly into their teams, functioning as their outsourced growth marketing department.
This integration allows us to provide the expertise of strategists, specialists, and executors—all at the cost of a single full-time hire. We prioritise daily communication, participation in stand-ups, and rapid responsiveness. We're not just a service provider; we're partners, invested in our clients' success.
"I love our new brand and identity. I’ve always been the guy scraping his way through his career, a rebel with a cause, building the car while we’re driving it.
Our new brand encapsulates our attitude and approach to guerrilla marketing and problem-solving.
While it's visually polished, it intentionally showcases a punk aesthetic.
I was the guy wearing ripped jeans at a keynote in Latvia in front of 800 accountants—ripped jeans was the brand.
For me, it was a way to project a bit of a bad-boy persona, someone confident, unafraid to break the rules, and think outside the box to execute some of the most unorthodox campaigns in the accounting SaaS industry.
We were always finding ways to growth hack our way through problems and we created a space where it was okay to break stuff if it meant we were learning and pushing for a bigger goal—break it, learn from it, go again, adapt, adapt, adapt.
Then COVID happened, and guess what? We had one of our biggest sales years ever. We challenged ourselves, picked up our tools, and got to work with what we had in front of us.
I love the new brand; I think it’s a great representation of who we are and what clients can expect when working with us."
"My approach to branding is all about exploring the abstract, turning over stones that others may not, and communicating those ideas in a simple way.
The intersection of different branches of thinking is where genius happens. This is where brands create new categories for themselves, cutting their own path. Iconic brands are born by appealing to those who resonate with bold decisions and leadership.
The punk idea refused to go away, persisting under many stones despite my attempts to set it aside. It evolved and moulded into what it is now—a handsome brand with many paths leading back to the original nucleus of the idea. At its core, it embodies an authentic, rebellious spirit of innovation.
There’s always risk in doing something new, but there’s also risk in doing the same old thing. I could talk about this endlessly, but suffice it to say that we chose to bet the house on authenticity and swinging big.
'Time to Value' is revolutionising accounting tech startups. Learn to measure and maximise this metric for rapid customer satisfaction and business growth.
Is your accounting tech startup spending enough time talking about 'Time To Value' or TTV? In a SaaS sector where delivering value is fundamental to your offering, you’d assume that TTV is baked into your KPI dashboard, right? But, in our experience, many software startups in the accounting sector are not tracking and measuring TTV effectively.
Ask your team this: ‘How long does it take for our customers to experience value in our product for the first time?’ If you don't know the answer, then getting a better grip on TTV and the focus of your value offering is probably long overdue.
Let’s start by getting the lowdown on the true meaning of TTV – and why it’s a client experience and value performance metric that should be front and centre in your accounting tech dashboard.
Time To Value (TTV) measures the time it takes for a customer to realise the benefits and value of your product or service – in this case, your accounting technology solution.
In other words, TTV is a measurement of how long it takes your customer to go from ‘What’s this new app?’ to ‘We couldn’t live without this app!’. TTV is a key indicator of the effectiveness of your software, a barometer of customer satisfaction and a measure of how quickly your product becomes invaluable to your audience.
It’s about how long it takes for your customers to:
The quicker you can move the implementation and adoption phases, the sooner your customers will get that warm, cosy feeling that ‘added value’ brings to the table. And turning your customers into rabid brand advocates is a major pathway towards growing the business.
Why is TTV such a critical metric for your accounting tech startup? It’s all down to what it tells you about your customers’ perception of the product.
Yeah, you want to have a solid pipeline of sales bringing in recurring revenue. But you also need those paying customers to get the value you’ve promised. If your tagline is ‘Transforming your practice management with smart AI tools’, you’d better bloody deliver on that value promise!
What your TTV score does is give you a way to quantify and drill down into that value proposition, so you can start refining, nuancing and improving your offering.
Shortening your TTV can lead to:
So, what does a shorter TTV tell you? Basically, it’s a great indication that your accounting tech solution is easy to implement, user-friendly and quickly delivers value to customers (in other words, you’re killing it!). Startups with a good TTV score are likely to have higher customer satisfaction, increased retention rates and incredible word-of-mouth marketing.
So, what can you do to boost that TTV number and start seeing better results?
Here are some core areas to focus on:
Boosting that TTV score should be high on your priority list, as the founder of an accounting tech startup. But being able to stand back and objectively judge where your solution is slowing down the all-important TTV score isn’t easy when you’re on the inside looking out.
At Journey we’re the experts in growth marketing for the accounting tech sector. So we know exactly what’s going to shorten that TTV time and get your accountant audience paying attention.
Partnering with us helps you:
Get in touch to find out how Journey can shorten that TTV time, transform your customer experience and help you start delivering explosive growth for your accounting tech startup.
Unlock potent sales strategies for accounting tech, boosting conversion rates and client engagement. Elevate your sales team's performance.
You’ll never become a great accounting tech success story without a grade-A sales team.
That’s the truth of it. Your sales people are there to win customers, convert opportunities and keep prospects flying into your funnel. Without them, you can wave goodbye to those ambitious sales targets and your new Tesla. So, at Journey we realise the critical role that sales plays.
However, there’s a big difference between an effective sales function and a sales department that’s limping like a wounded dog towards its monthly target.
So, what makes you a killer SaaS sales person? In a recent sales consulting session, we went through all the things sales reps get wrong (and how to get things back on track)
Here's the no-nonsense breakdown and what you can learn👇
We’ve all been there. You put weeks of work into warming up a prospect, it looks like they’re about to sign on the dotted line, and then they disappear into the ether.
Learn from it, don't cry over it. That’s a philosophy to have tattooed somewhere visible every time you end up getting let down by your latest prospect.
Sales is about discipline, repetition and your ability to learn, extract and then turn that into value you can bring to your prospect.
You're gonna get A LOT of ‘no’s along the way: deal with it.
A demo is a MAJOR chance to make your case for your product. Sales and marketing have done all the hard work to get you in front of this client, with a laptop primed to show off all the latest product features. So, don’t bugger it up before you’ve even started.
Use language that hits home. If it's not adding value, cut it. Don't talk in circles, be precise and transparent. Don't beat around the bush. Show me exactly WHY I need this product in my tech stack and do it as quickly, clearly and simply as possible.
Less is more should be your motto. You're here to deliver a good demo, not a long demo.
If you don't know what your client wants, you're shooting in the dark.
Too many reps have meetings booked automatically in their calendar, and the big mistake they make is not calling the prospect in advance to:
Don't turn up to demo/meetings blind. Call the prospect the day they book the meeting!
Qualify your leads rigorously to focus on those who actually might buy. There’s no conceivable world where every potential buyer you target will be a good fit. So do your absolute best to sort the good from the bad before you start trying to warm them up as a prospect.
You should know in the first 5-10 minutes if this person is qualified to buy your product. It may be obvious from the get-go that both buying signals and pain points are not identified.
If that happens, finish that demo early.
DO NOT WASTE 40 MINS FIGURING OUT THIS BUYER IS A BAD FIT AT THE END.
Clients have specific problems they need resolving. Whether their pain is slow reporting or a need for real-time data, show them how you solve these precise problems. Don’t just run them through all the generic features and tools the product has to offer.
The JTBD framework does a great job of helping you speak to your prospects’ real needs. What job are they trying to do, what's the pain connected to it and how can you solve it?
No pain, no gain. You get it?
Your pitch should be a laser, not a shotgun. Focus on what matters to the client, not showing off every tool and widget that your product can offer.
The good news, you're gonna practise how you pitch 20-30 times per day. Which means you're gonna practise it around 100-150 times in a week.
If you're only picking up the phone and pitching 2-3 times per day, because you're consumed by emails, you're doing it all wrong.
Pick up the phone. Get some face-time with prospects. Get talking about your product!
You need to be clear but also show you understand and care about the prospect’s needs. People buy from people, so a bit of humanity goes a long way. But there’s also no point beating around the bush when you’re here to sell.
Key actions you can take:
Bottom line: Understand the client's needs, be direct in your approach, and don't waste time on what doesn't work.
If you’re reading this and thinking ‘Sh*t, my sales team really needs to up their game!’ then maybe it’s time to come and have a chat with Journey.
We’re the growth marketing experts for tech companies in the accounting space. What we don’t know about sales, growth marketing and scaling up your tech business isn’t worth knowing.
Get in touch and let's add some polish to your sales shine.
Let us help you build your growth team and unlock revenue.