The League
Bill CFO exec
A finance leader with over a decade of experience helping SaaS start-ups scale from Series A to unicorn status.
Financial models, SaaS KPI dashboards and GTM systems — the infrastructure that makes a company scaleable and exit-ready.
GTM Executive · GTM
01 · Who I am
The short version.
The short version, in blocks.
Started as
An interim CFO
At Onaroll, a hospitality loyalty platform. Now founder of Equity Spring Partners and head of finance at FEV Analytics.
Hats worn
CFO · Founder
Plus head of finance — strategic insight and the hands-on side of it.
Based
USA
Working with B2B SaaS businesses and start-ups.
02 · What I’m known for
Call me about these.
What founders come to me for, when to call, and what I get up to when I am not working.
Top 3 I’m known for
- 01GTM StrategistMarket analysis, pricing and pro forma modelling, joined up with the sales plan that carries them.
- 02Operational and Financial PlannerOperating plans that balance growth against operational discipline and compliance.
- 03Scale and ExitCapital strategy and financial intelligence, so the business is buildable, scaleable and exit-ready.
Call me when…
- 01You want detailed financial models, SaaS KPI dashboards and GTM systems.
- 02You want a fractional CFO and operating partner building the infrastructure underneath it.
Outside it
Startup425
I volunteer as a coach, mentor and advisor, supporting underrepresented founders.
03 · Big wins
What I have done.
A decade of scaling SaaS start-ups and putting lean, automated process underneath them.
Big 3 Personal Wins
Numbers I have put on the board.
$50M+ in new revenue
- What I apply to startups today
- Led cross-functional GTM initiatives — market analysis, pricing and pro forma modelling — and 35% more bookings from compensation plans that paid for the right behaviour.
41% YoY ARR growth
- What I apply to startups today
- Designed and executed SaaS operating plans that balanced growth against operational discipline and compliance.
$5M raised in equity finance
- What I apply to startups today
- Ran investor outreach, facilitated diligence and streamlined term sheet negotiation. Forecast accuracy of 93%+ is what made the numbers credible.
04 · Learn from me
Free, and in my own words.
A combination of strategic insight and hands-on financial expertise, aimed at B2B SaaS businesses and start-ups.
One-minute tips
05 · How to work with me
Four ways in.
Advisory, fractional, or project basis. Most founders start at one and work down the list.
01
1:1 advisor call
60 minutes
One problem, on the table, with a straight answer at the end of it.
- ✓Pick the problem in advance
- ✓Written summary and next steps
- ✓Credited if you go further
02
1-month play
1 month
One play from the playbook, run end to end with your team.
- ✓Financial model, KPI dashboard or GTM system
- ✓Weekly working session
- ✓You keep the artefacts
03
3-month gameplan
3 months
A quarter of plays in sequence, with the outcome defined on day one.
- ✓Gameplan written up front
- ✓Three plays, one a month
- ✓Monthly executive reporting
04
Fractional C-suite
Ongoing
A CFO and operating partner seat on your team — in your org chart and in the room.
- ✓Hands-on, not advisory
- ✓Can show on your org chart
- ✓Expert bench behind me
Want this coach in your corner?
Two calls. Free 12 month GTM Gameplan.