.png)
.png)
.png)
CLIENT CASE
STUDY
PRODUCT STRATEGY PARTNER
THE CLIENT
ApprovalMax partnered with ACE-XL through the Product Strategy Partner model, embedding a practitioner-led Head of Bookkeeping function to strengthen adoption, improve onboarding, and keep product and go-to-market decisions grounded in real bookkeeping workflows.
THE CHALLENGE
ApprovalMax wanted consistent, practitioner-first input to: -
-
Pressure-test the product end-to-end (including new launches) before broad rollout
-
Improve the buying and onboarding journey so practices can adopt quickly
-
Strengthen credibility with bookkeepers and accountants through education and proof
-
Keep teams aligned with market reality and partner opportunities
.png)
OUR APPROACH:
Product testing + onboarding validation
· Tested all areas of the product, from the OCR launch through to purchase flow and onboarding workflows
· Identified friction points that would block recommendation or rollout
· Fed back practical improvements with a bookkeeper lens across controls, exceptions, and day-to-day usability
Go-to-market support + thought leadership
· Co-authored blogs and articles to support practitioner education and adoption
· Joined webinars and speaking panels as a guest to build trust and explain real-world use cases
· Shared ongoing market insights to inform positioning and partner messaging
Partnerships + opportunity spotting
· Helped plan which events were most relevant (where the right practitioners and partners actually show up)
· Kept an eye out for partnership and visibility opportunities that matched their goals
Cross-team collaboration
· Worked across marketing, customer services, and product to keep feedback loops tight and execution aligned
· Helped write accreditation reports to support credibility and partner confidence.
THE RESULTS
-
Clearer practitioner-ready buying and onboarding path
-
Faster identification of product and rollout blockers (including around new launches)
-
Stronger practitioner credibility through content, webinars, and panels
-
Better internal alignment across teams using a shared, real-world feedback loop
.png)
WHY IT WORKED
-
Embedded practitioner leadership: decisions were grounded in real bookkeeping workflows
-
End-to-end view: product, purchase, onboarding, education, and partnerships were treated as one adoption system
-
Cross-team execution: marketing, customer services, and product stayed aligned on what practitioners actually need
.png)