Consero Press Article

Use Finance as a Marketing Tool to Increase Value with Investors

AUSTIN, TEXAS (CONSERO) – Knowing your financials and telling it in a compelling way will get your company the biggest valuation in the high-stakes world of private equity investment, says the CEO of a global financial firm that disrupts the way businesses achieve financial clarity and scalability.

Before making a bid for a merger or acquisition, prospective investors always want to inspect the candidate firm’s accounting and financials. However, too many executives and sell-side stakeholders underestimate just how critical that financial data is – not only the accuracy of those numbers, but their presentation and context, says Consero Global CEO and co-founder Scott Tynes.

This year alone, Consero’s clients Skyword, a content marketing software and services company headquartered in Boston raised $25 million in funding and SparkCognition, an artificial intelligence company headquartered in Austin, Texas announced an official close of $56.5 million in funding.

Consero delivers Finance As A Service (Faas) to help CEOs and CFOs obtain better financial information, optimize operational processes, and lower their back-office costs through its SIMPL cloud-based technology platform. Part of Consero’s work is to help business leaders give well-organized financial information to its clients for the best PE investments.

“Imagine you are at home and a visitor rings the doorbell unannounced,” says Tynes, comparing equity investor prospects with homebuyers. “This is what it is like to work with investors. Your house is messy but you have to invite them in.” Like a clean house, a well-organized and buttoned-up F&A function will convince buyers a company is worth the asking price or more.

Tynes gives the following tips to help company CEOs and CFOs create value with investors:

Create a good story to drive appeal. To do this, consider:

  • Get the CEO and CFO aligned with the company story.
  • Don’t go too far on crafting your story; make sure it is plausible.
  • Tell an exciting, ethical and realistic story for early engagement.
  • Remember the first goal of the VC/PE meeting is to get the second meeting.
  • Don’t share everything. Present information that supports your story.
  • Slice and dice the numbers to tell a compelling story.

Make sure the story matches your metrics. To do this, consider:

  • Customer acquisition cost
  • Lifetime value
  • Top line revenue growth
  • Employee retention
  • Average deal size
  • Monthly recurring revenue per customer

Once these goals are achieved, businesses will have a firm grasp of their accounting and financial positions to not only close deals faster, but they also can earn even larger valuations as a result, says Tynes.


Consero Global, headquartered in Austin, Texas, is a Finance As A Service (FaaS) firm founded in 2006 that helps CEOs and CFOs obtain better financial information, more scalability and lower their back-office costs. Consero’s financial experts close the books for more than 250 businesses monthly through their cloud-based technology platform, allowing companies to focus on their core competencies. FaaS helps address finance & administration needs so companies grow smarter, faster and more profitable. Consero’s vision is to make the traditional in-house finance and accounting function as obsolete as the flip phone. For more information visit Consero Global.


For more information and comments from Consero Global, contact Bridget Howard, Marketing Director, Consero Global at or 512-277-4443.

Facebook: @ConseroGlobal

Twitter: @conseroglobal


With Consero’s Finance as a Service, you gain financial clarity, operational efficiency, and the power to scale, effortlessly.

Consero FaaS: Disrupting the Outdated Traditional F&A Model

  • Cash to GAAP conversion
  • Clean-up work
  • Interim oversight & support
  • Accounting software Implementation

Build it Yourself Solution

  • CFO / Interim CFO
  • Consultants / VARs

Consero FaaS Solution

  • CFO / Interim CFO
  • or Consero Interim CFO
  • Consero Setup/Transformation
Ongoing F&A
  • Monthly financials
  • Daily accounting support
  • Management reporting
  • Integrate add-on acquisitions

Build it Yourself Solution

  • CFO
  • Controllers & Accounting Team
  • Enterprise Accounting Applications

Consero FaaS Solution

  • CFO
  • or Consero Fractional CFO
  • Consero FaaS Enterprise F&A Software and Services

New PE Platform Investment F&A Challenges

Founder Owned Company Accounting:
  • Existing accounting done on a cash/hybrid basis
  • Run on SMB accounting software and other disparate applications
  • Inability to produce auditable financials
  • Lack of know-how to develop projections & KPIs
  • No consistency/structure to customer contracts
  • Underqualified staff
  • Non-scalable manual processes
Carve-Out Accounting:
  • Required to move off parent company accounting applications in a timely fashion
  • Have to build an entire F&A team
  • No documented operational policies and procedures
To Optimized Finance & Accounting:
  • Monthly financials available in 5-10 business days
  • Audit and diligence ready support details
  • Integrated enterprise grade accounting software
  • Budget and forecast reporting
  • Business KPIs
  • Efficient & scalable processes for rolling in add-ons