Our goal was twofold:

• Drive adoption among existing clients

• Convert prospects who were holding off due to missing budgeting functionality

Our core audience? Finance managers, accountants, and team leads—a group known for being meticulous and slow to adopt new workflows.

I owned the full go-to-market strategy—defining the positioning and messaging, aligning internal teams, and overseeing enablement, onboarding, and content rollout across every customer touchpoint.

I worked closely with the product manager leading the launch from the product side to ensure our narrative, feature value, and onboarding experience aligned with user needs. We also ran a beta testing phase with volunteer clients to gather early feedback, pressure-test the onboarding experience, and refine the messaging before the full rollout.

I worked closely with the product manager and product designer to define the value prop and onboarding experience. I also partnered with heads of customer success across our German, Dutch, and UK markets to localize training and onboarding, collaborated with the sales team for enablement, and worked with our content manager to create buzz.

• A dedicated landing page

• Email sequences, including nurturing campaigns pre- and post-launch

• Internal enablement, with a comprehensive training deck and live training sessions for Sales and Customer Success teams

• Onboarding flows with step-by-step guidance

• Blog posts and newsletters

• In-app copy for launch guidance

• A detailed FAQs document to support both internal teams and end users

• Localized translations in German and Dutch

• +20% increase in adoption from both new and existing clients

• Early engagement and feedback from beta clients helped shape onboarding and secure buy-in before public release

• User testimonials secured within the first accounting cycle

The launch’s success helped position Moss as a more complete finance solution and laid the foundation for the feature to be bundled into a broader offering called “Controlling.”

The main challenge wasn’t product complexity—it was cultural inertia. Many teams were used to spreadsheets and legacy tools. We overcame this by anchoring our messaging in hard data that resonated:

• Save 3 days/month

• 93% fewer manual errors

By meeting them with facts, not hype, we built trust—and adoption followed.

• Go-to-Market Strategy: Owned GTM plan, positioning, and multi-channel rollout

• Cross-Functional Collaboration: Aligned Product, Design, Sales, CS, and Content teams across three markets

• Data-Driven Marketing: Used insights to shape messaging and prove value

• Content Development: Created onboarding, email nurturing, FAQs, and enablement material

• Sales & Internal Enablement: Led live training sessions & built sales content

• Localization: Adapted assets for Germany, Netherlands, and UK markets