ProverseThe pain
HA Accounting’s growth plan runs on two engines: a steady intake of SME clients, and acquiring other accounting practices to incorporate into the firm. Both had the same problem. They depended on referrals and reputation, neither of which can be scheduled or scaled on purpose.
The problem underneath
Two completely different buyers, one passive pipeline. An SME choosing an accountant and a practice principal considering incorporation are different conversations, on different timelines, needing different follow-up, and there was no system to run either deliberately, and no CRM fit to hold them apart.
What we built
One machine, two clearly separated pipelines.
- Cold traffic campaigns for SME client acquisition
- A separate motion for accounting firms open to incorporation
- A new GoHighLevel CRM, built from scratch with a pipeline per audience
- The backend selling system: qualification, routing, follow-up and nurture for both
How we did it
The CRM came first, so the two audiences never blurred: separate pipelines, separate scoring, separate sequences. Then the cold traffic switched on: messages written for the SME’s compliance-and-cashflow world on one side, and for the practice principal weighing an exit on the other. Every enquiry lands qualified, tagged and followed up on the cadence its decision actually runs at.
The results
Both acquisition motions now run as systems rather than hopes. Enquiries arrive from cold traffic, qualified and worked in a CRM built for the firm’s structure, with incorporation conversations nurtured over the long timelines they genuinely take.
The outcome
HA Accounting can grow client numbers and acquire practices from the same engine, and see both pipelines on one screen. Growth is now an input the firm controls, not an outcome it waits for.
