Founder, Journey
Trent is the founder of Journey, the go-to-market team built for accounting-tech. He's spent the last decade helping accounting software companies grow — from Seed to Series C — alongside some of the biggest names in the industry.
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Most vendors buy a stand, print a banner, collect badge scans and go home disappointed. The work that actually decides your conference ROI happens in the three months before the doors open — and the eight weeks after.
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Puzzle built a genuinely better ledger and still couldn't get firms to move clients onto it. Xero solved that same problem in 2012 by buying a practice management tool instead. What founders should take from both.
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The partner isn't always the buyer, and the person who loves your demo often can't approve anything. The five roles in an accounting firm's buying committee, who kills deals quietly, and how to sell to all of them.
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Metered APIs and absorbed categories are pushing app founders to look further afield. Nine ecosystems worth building into, and the five categories to stop building.
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A marketplace listing is a shelf, not a channel. How the Xero, QuickBooks, Sage and MYOB app stores actually drive installs — ranking factors, reviews, integration depth and the co-marketing that follows.
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Capture, bill pay, expenses and client chasing shipped natively in 2026, and Partner Hub took Xero into practice operations. Five areas still worth building into.
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Per-seat punishes firms for hiring. Per-client scales with them but frightens buyers at signup. Per-entity fits few products. How to choose the unit you charge for.
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Referral or reseller? What margin actually motivates a firm? When should a partner graduate a tier? A practical guide to building a partner program that accounting firms will actually join — and stay in.
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The foundations most accounting-tech founders skip at launch - and pay for later. Five fixes, from onboarding to AI support, that keep growth from stalling the moment it starts.
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Control points are the features, integrations and workflows that keep customers locked in. Here's how accounting SaaS companies use them to drive growth and cut churn.
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How we launched Vinyl with 320+ waitlist signups, 180+ leads, and zero ads — all before day one. Here's how we did it.
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Journey helped accounting SaaS clients achieve $17M in revenue and brought 20,000 attendees together in 2024.
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Vendors are pouring money into events accountants don't want to attend, and every vendor now wants to host their own. Here's what conference organisers need to change — and why more events isn't the answer.
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If a firm can't work out what your app costs in ten seconds, you've already lost the deal. Why complex SaaS pricing kills conversion — and the three-tier fix that shifts the burden off your buyer.
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Six things that actually worked across 20+ accounting SaaS vendors in Australia, the UK, South Africa and North America — customer research, multi-channel funnels, disciplined sales teams and a CRM that works.
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The seven things accounting tech sales reps get wrong — from blind demos to bad-fit leads — and how to fix them. A no-nonsense breakdown from a live sales consulting session.
Read More →Get a growth team that already knows accounting, and put an end to wasteful spend.
