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GP Bullhound releases inaugural CFO Handbook for B2B SaaS companies

The CFO Handbook for B2B SaaS.

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14 April 2023 - GP Bullhound has released its inaugural CFO Handbook, providing a comprehensive overview for CFOs and software companies on how modern B2B SaaS organizations can be run to ensure high performance, and a culture of continuous improvement. Through interviews with high-performing B2B SaaS businesses, the handbook highlights how CFOs, finance teams, and organizations can leverage standard and industry-specific metrics, benchmarks for various performance levels, traditional revenue and cost reporting, and the processes of a software company's sales and finance organization, to operate at the highest level.

This handbook aims to provide a comprehensive overview for CFOs and software companies on how modern B2B SaaS organizations can be run to ensure high performance and a culture of continuous improvement. It covers both standard and industry-specific metrics used in a subscription software company, with a focus on understanding how to best leverage these metrics to measure a business performance and growth. Additionally, it provides benchmarks for various performance levels to give context to a company’s performance.

Through interviews with high-performing B2B SaaS businesses, the handbook highlights how their CFOs, finance teams, and organizations leverage the above to operate at the highest level. In addition, examples of software products for companies at different stages of development are included to inspire CFOs and their finance teams should they need assistance in building their tech stack.

Gustav Fridell, Associate at GP Bullhound, commented: “The CFO’s role is vital for a software startup’s success, yet it is demanding and ever-changing. The idea with the handbook is to provide CFOs and finance teams a concise reference, addressing key topics, best practices, and strategies to help the entire organization achieve the highest performance and foster a culture of continuous improvement.”

Chee Meng Ng, Analyst at GP Bullhound, commented: “Having spoken with various CFOs in our network, we noticed that there were various common themes and concerns raised in our discussions. This provided us the opportunity to pool our resources and knowledge, leveraging our GP Bullhound platform to compile this handbook that we hope will be able to guide CFOs and finance teams.”

In this comprehensive guide, the structure and components of a software company’s income statement and balance sheet are explained, as well as the connection between industry-specific metrics and traditional revenue and cost reporting. Furthermore, the processes of a software company’s sales organization are discussed in detail as they are inherently linked with the finance organization. Lastly, an appendix is included with templates for effective reporting of the metrics discussed, ensuring consistency for all stakeholders in a B2B SaaS company.

For enquiries, please contact:
Gustav Fridell, Associate, at
Chee Meng Ng, Analyst, at

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 13 offices spanning Europe, the US and Asia. For more information, please visit

Download GP Bullhound’s CFO Handbook here
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The contents of this document (the “Presentation”) shall not be deemed to be any form of offer or binding commitment on the part of the GP Bullhound Entity and is: (i) provided for use by the intended recipient(s) (“Recipient”) for information purposes only; and (ii) prepared on the basis that the Recipient is a Sophisticated Investor. This Presentation and its information and contents (“Information”) are not intended for, and must not be used or relied upon by, private or retail investors in the UK, EU, United States of America or any other jurisdiction where access, use, reliance upon, or availability of this Presentation or the Information would be unlawful. No representation or warranty, express or implied, is or will be made in respect of the Information and no responsibility or liability is or will be accepted by the GP Bullhound Entity, its Affiliates, Associates, or agents. In particular, but without prejudice to the generality of the foregoing, no representation or warranty is given as to the accuracy, completeness or reasonableness of any projections, targets, estimates or forecasts contained in this Presentation or in such other written or oral information that may be provided by the GP Bullhound Entity from time to time. Further details about GP Bullhound’s regulatory status can be obtained here:

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