gtmagency
gtmagency
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Previously ran growth for 500+ SaaS companies through their product launches. Our team has also worked with companies backed by
This playbook maps Ramp's ideal customer profile across account, prospect, and persona dimensions, then lays out 5 signal-based outbound plays. Each play fires on a specific buying signal so your outreach lands the moment a prospect is most likely to act.
| Dimension | Qualified | Prioritization |
|---|---|---|
| Geography | United States (primary), Canada and UK (secondary) | Tier 1: US-headquartered companies; Tier 2: US-entity foreign-founded companies |
| Employee Count | 25 to 5,000 employees | Tier 1: 50 to 500 (Plus sweet spot); Tier 2: 500 to 5,000 (Enterprise motion); Tier 3: 25 to 49 (Free self-serve) |
| Industry / Vertical | B2B SaaS, VC-backed startups, fintech, e-commerce, professional services, accounting firms, nonprofits, and public sector | Tier 1: VC-backed SaaS with active headcount growth; Tier 2: Multi-entity professional services and accounting firms; Tier 3: Nonprofits and local government |
| Key Qualifying Signal | Tech stack or job description references Expensify, Concur, SAP Concur, Brex, Divvy, BILL, or Airbase; or open finance/accounting automation roles | Tier 1: Confirmed legacy tool in stack plus open Controller or AP Manager role; Tier 2: Job posting mentions manual expense or month-end close pain; Tier 3: Tech stack signal only |
| Tech Stack | QuickBooks Online, Xero, NetSuite, Sage Intacct, or Workday as ERP; Slack and Google Workspace present | Tier 1: NetSuite or Sage Intacct (signals Plus or Enterprise budget); Tier 2: QuickBooks Online or Xero (Free to Plus motion); Tier 3: No ERP detected |
| Revenue / Funding | Seed through Series D; or $5M to $500M ARR for bootstrapped | Tier 1: Series B to D or $20M to $200M ARR (procurement and multi-entity need); Tier 2: Seed to Series A (card and expense motion); Tier 3: Late-stage or PE-backed (Enterprise motion) |
| Intent Signals | G2 category page visits for expense management or corporate cards; Bombora surge on spend management or AP automation; hiring for Controller, AP Manager, or Finance Operations | Tier 1: G2 or Bombora surge plus open finance hire; Tier 2: Bombora surge only; Tier 3: Hiring signal only |
| Dimension | Qualified | Prioritization |
|---|---|---|
| Seniority | Director through C-Suite for primary outreach; Manager level for secondary influence | Tier 1: CFO, VP Finance, Controller at 50 to 500 headcount; Tier 2: Director of Finance or Head of Accounting at same size; Tier 3: AP Manager or Finance Operations Manager |
| Primary Titles | CFO, VP of Finance, Controller, Head of Finance, Director of Finance, Finance Operations Lead | Tier 1: CFO or Controller with multi-entity or global scope; Tier 2: VP Finance at growth-stage SaaS; Tier 3: Director of Finance at services firm |
| Secondary Influencers | Accounting Manager, AP Manager, Finance Systems Manager, Fractional CFO, IT Director (for ERP integrations) | Tier 1: Fractional CFO managing 3 or more clients (Stack by Ramp motion); Tier 2: Accounting Manager owning month-end close; Tier 3: IT Director evaluating ERP connectors |
| LinkedIn Keywords | expense management, accounts payable automation, spend visibility, corporate card, month-end close, NetSuite admin, QuickBooks, Sage Intacct, procurement, financial controls, ERP integration | Tier 1: Two or more keywords plus recent post about finance pain; Tier 2: Keywords in About section; Tier 3: Keywords in job history only |
| Persona | Level | KPIs | Related Challenges | Intent Signals | Related Benefits |
|---|---|---|---|---|---|
| CFO | C-Suite | Cash burn rate, days payable outstanding, finance team headcount ratio, month-end close cycle time, cost per invoice | Lack of real-time spend visibility, manual approval chains slowing velocity, no unified view across entities, board reporting requires manual aggregation | Searching competitor comparisons on G2, Bombora surge on corporate spend management, posting CFO-level commentary on finance efficiency on LinkedIn | Single platform for cards, AP, banking, and accounting automation; real-time dashboards for board reporting; AI agents reduce finance headcount pressure |
| Controller | Director | Close cycle time, coding accuracy rate, audit readiness, number of manual journal entries, reconciliation hours per month | Manual receipt chasing, miscoded transactions requiring correction, multi-entity consolidation overhead, ERP sync errors from disconnected tools | Open role for Senior Accountant or Accounting Manager, LinkedIn posts about month-end close stress, Bombora surge on accounting automation | AI coding for every ERP field, auto-receipt matching via SMS or Slack, native NetSuite and Sage Intacct sync, automated approval and sync of routine spend |
| VP of Finance | VP | Burn multiple, budget vs. actuals variance, finance team productivity, vendor payment cycle, software spend as percent of revenue | No proactive spend alerts, budget overruns discovered after the fact, too many finance tools with no single source of truth, scaling AP without headcount | Evaluating AP automation on G2, hiring AP Manager or Finance Operations role, LinkedIn activity on scaling finance operations | Real-time budget vs. actuals tracking, configurable approval workflows, 200-plus integrations, AI-driven approval recommendations reduce review time |
| Fractional CFO | Director/Manager | Number of clients supported, hours per client per month, error rate on client books, client retention | Context-switching across multiple client ERP instances, inconsistent expense policies across clients, manual work preventing scaling client roster | LinkedIn posts about fractional CFO workflows, mentions of Expensify or QuickBooks pain, activity in fractional CFO communities | Stack by Ramp aggregates all client entities in one pane, AI agents handle coding and receipt matching across clients, standardized policy enforcement per entity |
| AP Manager | Manager | Invoice processing time, duplicate payment rate, vendor payment on-time rate, manual touchpoints per invoice, number of exceptions escalated | High invoice volume with small team, approval bottlenecks causing late payments, no three-way match capability, vendor disputes from payment errors | Job posting requiring AP automation experience, G2 page visits for AP software, LinkedIn activity on invoice processing pain | Automated invoice extraction via OCR, AI-driven approval routing, three-way PO match, batch payments and payment release approvals, automated fraud checks |
We target finance leaders at companies confirmed to be running legacy spend tools and open a conversation around the specific limitations of their current platform versus Ramp's unified AI-powered alternative.
Detect legacy spend tool
Confirm tech stack signal
Enrich account firmographics
Find finance decision-makers
Verify contact emailsIdentify Buying Committee
Email
LinkedInWhen a company hires into finance roles it signals process pain and openness to new tooling. We reach the incumbent finance leader before the new hire is onboarded, positioning Ramp as the system that makes the new role easier to execute.
Scrape finance job postingsMonitor hiring signalsEnrich company and contactsFind CFO and ControllerVerify emailsEmailLinkedInPost-funding companies immediately face pressure to scale spend controls, add headcount, and close books faster. We reach the CFO or finance lead within the first two weeks of announcement when budget and tooling decisions are actively being made.
Monitor funding announcements
Validate round detailsEnrich company profileFind CFO and VP FinanceVerify contact emailsIdentify Buying CommitteeEmailLinkedInFinance leaders who have used Ramp at a prior company are the warmest possible signal of intent at a new account. We reach them within the first 30 days of their new role when they are actively evaluating the tools they want to bring in.
Track champion job changesMonitor LinkedIn role updatesEnrich new company profileConfirm new role and emailVerify deliverable emailIdentify Buying CommitteeEmailLinkedInCompanies actively researching Ramp's category on G2 are in an active buying window. We intercept them before competitors do by reaching the finance decision-maker with category-specific messaging tied to their research behavior.
G2 buyer intent signals
Bombora topic surgeMatch intent to accountFind finance decision-makersVerify emailsBuying CommitteeEmailYou'll have qualified demos booked in your calendar within 45 days: infrastructure, sequences, and live campaigns installed for you.
You don't pay a retainer. Everything we build belongs to you from day one: data, playbooks, and infrastructure.
If by day 45 you aren't seeing qualified demos booked in your calendar, we keep working completely for free until you do.
We build and install a fully automated, signal-based outbound system, outbound, ads, and content, in a 45-day sprint. No retainer, and you own everything. Demos booked in 45 days or we work free until they are.
