Engaging Multi-Academy Trust Finance Teams Ahead of Key Budget Cycles

With 15 years’ experience, supporting 4,000+ schools and 400 Multi-Academy Trusts (MATs), our client is a recognised leader in education finance. Their finance software helps senior leaders with simplifying complex budgeting, scenario planning, and managing trust-wide finances with confidence.

As the business grew, the objective was clear: engage MAT decision-makers earlier and ensure the business was front of mind when financial planning review cycles began, at a time when changes to taxation, minimum wage and cost-of-living pressures were reshaping financial priorities across MATs.

Challenges of Selling Financial Planning Software to MATs

Selling financial planning software into MATs requires strategic planning. Contracts are long-term, procurement is structured, and decisions involve CFOs, Finance Directors, CEOs and Trustees. Most MATs review at renewal. Switching decisions are carefully considered. The challenge was to position our client early in the decision-making cycle – building credibility before formal procurement began. This approach allowed us to identify review triggers and key budget stakeholders early in the buying process.

Our Approach – Our Strategy for Engaging MAT Finance Leaders

We focused on insight-driven targeting rather than broad outreach. Our approach combined recent direct mail responders with both lapsed and active contacts, creating a well-rounded and highly targeted outreach pool. This was supported by geographic mapping of MAT clusters and Local Authorities where our client already had a presence, ensuring engagement was concentrated where credibility already existed.

Given that MAT purchasing is primarily linked to renewal cycles, our conversations were consultative rather than product led. Webinars and education events reinforced our client’s authority whilst also providing a softer route to engagement alongside appointment setting. When timing was not optimal, renewal cycles and key decision-makers were built into the data for future follow-up. As a result, alongside immediate opportunities were progressed while a strong long-term pipeline was developed around MAT renewal cycles and buying patterns.

Building a Stronger Pipeline Through Targeted Outreach

Our client was positioned not simply as a software provider, but as a trusted strategic partner supporting long-term financial planning. The result: stronger senior-level engagement, clearer routes to progression, and a richer pipeline that continues to support future growth.

Ready to engage MAT leaders and drive results? Contact us to see how we can help. Call +44 (0)113 487 7013 or email info@blueberryms.co.uk

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