Caleido

Over 230 meetings booked for Caleido through research-led B2B outreach

Around 2.5 years of partnership have generated over 230 quality sales meetings for Caleido through company research, data and multichannel outreach.

Caleido at a glance

Caleido is a Finnish FP&A platform for financial planning, forecasting and reporting.

230+

meetings booked

over around 2.5 years

Ali Omar on the partnership

Watch the customer testimonial in Finnish.

About Caleido

Caleido is a Finnish, cash-flow-focused FP&A platform that helps growth companies with financial planning, forecasting and reporting. It brings key financial information into one view and helps companies understand what drives their profitability and cash flow.

The starting point and the need for appointment setting

When the partnership began around 2.5 years ago, Caleido was still a relatively new product in the Finnish market. The founders knew their target audience and understood their customers’ key pain points, but had not yet built a systematic, scalable outbound sales process.

Caleido had done some outreach itself. However, customer acquisition required a partner who could build target audiences, identify the right decision-makers and consistently generate quality sales meetings. The partnership with Niittyla&Kanto Oy began on the recommendation of another entrepreneur.

How the project was delivered

The teams built a shared database of around 1,000 Finnish companies. The target list has been maintained and developed throughout the partnership. Outreach has focused particularly on technology and growth companies, targeting entrepreneurs, CEOs, CFOs, controllers and other decision-makers responsible for financial planning.

Outreach has combined email, phone calls and LinkedIn. Initially, messaging was built around the likely pain points identified in each target segment. As the project progressed, targeting, research and personalisation were continuously refined.

The current approach analyses a broad range of company-specific context for each target organisation, including:

trends in financial performance
the accounting and financial systems in use
the current state of financial planning and forecasting
growth, acquisitions and other recent changes
signals that may indicate a need for Caleido’s solution

The analysis also uses advanced AI models. Every approach is tailored to the target company’s situation, making it clear to the recipient why Caleido could be relevant to their organisation at that particular time.

Results

Over 230 sales meetings have been booked for Caleido in Finland during the partnership. According to Caleido’s feedback, the meetings have reached the right types of companies, in situations where there is a real need to improve financial planning, forecasting and reporting.

Ali Omar

Co-founder & Chief Operations Officer, Caleido

Niittyla&Kanto quickly understood the specific characteristics of our industry and product, how the product should be presented and what our customers’ real pain points are. That gave the partnership a strong foundation, and we have been very happy with the results. High lead quality has been extremely important to us, and that is exactly what we have received. Niittyla&Kanto has made sure that prospective customers are researched thoroughly. They have looked into factors such as the software a company uses, its pain points and the maturity of its financial planning. This has brought us prospects that matter to us and fit our target audience. I have already recommended Lari and his partners to several fellow entrepreneurs. They go further than anyone else and do an excellent job of defining who the right customer is and, above all, why.

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