Demand Generation Lead

Fynapse is an AI-native Finance ERP built around a Super Ledger. Enterprise finance is a complex, multi-stakeholder sale, often triggered by a compelling event: a close that has stopped scaling, a regulatory deadline, a legacy platform reaching end of life, an IPO or an AI mandate.

Winning in this market comes from knowing which accounts are in a buying window and reaching the whole committee with something worth their time. That makes demand generation an account discipline first.

Today, much of our pipeline comes from events, executive thought leadership and long-standing partner relationships. The opportunity is to turn that into a repeatable account-based demand engine the sales team can plan around, across new logos and our existing enterprise base, in North America, UK & Ireland and Australia & New Zealand.

• Own the ABM strategy. Agree target accounts and tiers with Sales, then run programmes at the right depth for each.

• Multi-thread by design. Reach the buying committee (CFO, Group Financial Controller, Finance Transformation Director, Chief Accounting Officer, Finance Systems Manager, CTO) with the specific pain each of them will fund a fix for.

• Use intent, technographic and trigger data to decide where to spend. Prioritise accounts showing a compelling event: an ERP migration, a regulatory deadline, an acquisition, a finance function outgrowing its systems.

• Tailor to vertical and region. Banking, Insurance, Payments, SaaS and Telcos each carry different pressures, and North America, UK & Ireland and Australia do not buy the same way. The core narrative stays consistent; proof points, events and compliance hooks should fit the market.

• Design and execute integrated campaigns across digital, events, content and partners that engage our ICP and create measurable opportunities.

• Build on the positioning set with Product Marketing and turn it into programmes with a clear account list, a sales play and agreed follow-up. Every campaign ships with the BDR and AE motion that converts it.

• Make events work harder. Executive roundtables are a major pipeline source today. Own the targeting before the event and the conversion after it.

• Pilot and scale new tactics, including AI, data and emerging channels, on an evidenced test-learn-iterate basis. Stop what does not convert.

• Own the digital engine: SEO, paid, social and web conversion, built to reach finance leaders in target accounts.

• Drive content strategy and execution with the Comms and Content Lead, so thought leadership, industry points of view and executive voice build a digital footprint that finance buyers find and trust.

• Own marketing’s contribution to pipeline, from first engagement to opportunity, in close partnership with Sales and RevOps. Proactively manage progression across funnel stages.

• Agree lead and account definitions, handoff criteria and SLAs with Sales, then hold both sides to them.

• Supply the messaging and account context behind BDR sequences, so outreach carries the relevance of the campaign behind it.

• Run a regular pipeline review with Sales leadership: what was created, what progressed, what stalled and why.

Build the reporting in Salesforce and Marketo that shows sourced and influenced pipeline by account, channel, campaign and region, with attribution the sales team trusts.

Diagnose rather than assume. Use stage conversion, win/loss, call intelligence and account engagement data to find where the funnel leaks, then fix that.

Optimise for return. Use pipeline performance, stage conversion, cost per opportunity and account engagement data to understand what is working, move budget and effort accordingly, and feed those insights back into Sales, Product Marketing and Product.

• Be pragmatic about tooling. We run Salesforce, Marketo and an account intelligence, enrichment and sales engagement stack. Get real value out of what we already have before adding more, and be resourceful, including with AI.

• Build it to scale. Playbooks, briefs and a campaign calendar that work in three regions without you in every meeting.

We want a hands-on operator inside the pipeline conversation: someone Sales leaders pull into account planning because they make the plan better, and someone who helps shape where Marketing focuses to create pipeline.

Two things to grow into once the engine is running:

• Marketing to finance buyers (CFO, Controller, Finance Transformation), or for ERP, subledger, financial close, revenue recognition or finance data software.

• Experience in our priority verticals: banking, insurance, payments, telecommunications, or technology and SaaS.

• Co-marketing with partners: advisory, systems integrator or reseller partners, including the Big Four.

• Using AI and enrichment tooling to scale account research, targeting and personalisation.

• Building a demand generation or ABM programme where none existed before.

• Marketing across North America, UK & Ireland and Australia.

Aptitude Software has spent 50 years building financial software for large, complex enterprises. We serve 100+ enterprise clients, including T-Mobile, RBC, Transamerica, Chubb and Lloyds, across six countries, and are listed on the London Stock Exchange. Fynapse is our next-generation Finance ERP and the centre of our growth strategy, backed by advisory, implementation and co-sell relationships with all four of the Big Four.