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Personal branding · C-suite and senior leaders

Lenders read the numbers, and then they read whoever signed them.

For a finance head this is your standing with the people who never see you day to day: lenders, auditors, the audit committee and anybody running diligence on the company.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A professional shares her expertise in a recorded interview

In one paragraph

For a finance head this is your standing with the people who never see you day to day: lenders, auditors, the audit committee and anybody running diligence on the company. GullySales writes it with you, inside the limits your institute sets and your compliance adviser confirms.

Also written for

CFO, Chief financial officer, Finance head, Finance director.

Where this sits

For CFOs and finance heads

Where it usually goes wrong, and what we would do.

  • “A credit committee you will never meet forms a view of you”

    The relationship manager writes a note and a committee in another city decides on it. Part of that note is about the quality of the finance function, which means it is about you.

  • “Diligence treats the finance function as one person”

    An acquirer or a new investor asks who keeps the books, how long they have been there and what happens if they leave. A finance head with no record outside the company is a risk line in somebody's report.

  • “The audit committee gets a few hours a year”

    Between those meetings the members form the rest of their impression from how you answer, who else speaks well of you, and what they can find. Most finance heads give them nothing to find.

  • “Finance roles move by introduction”

    Your next position comes from a banker, an auditor or a search consultant who remembered you. None of them remembers a title. They remember a person who explained something clearly.

What we do

What we deliver for CFOs and finance heads.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A profile that matches your signature

    Qualifications, the companies you have signed for, the transactions you are permitted to mention, and your membership details written the way your institute allows.

    Result: A lender or an auditor checking your background confirms it in one search.

  2. An hour of your time, after the close

    Booked at a time that suits you, usually about a control you added after something went wrong, or a reporting change you had to argue for.

    Result: Material drawn from your working year rather than from finance commentary anyone could write.

  3. Writing that stays clear of forward-looking claims

    No guidance, no projections, no comment on results before they are filed. If your company is listed or raising, your company secretary sees the draft before anyone else does.

    Result: A public presence that never creates a disclosure question for the company.

  4. Material a relationship manager can attach

    A short, current profile of the finance leadership that a banker can put behind a proposal without asking you for it twice.

    Result: Your bank's internal paperwork stops being assembled from an outdated LinkedIn page.

  5. Your finance team on the record

    The controller, the treasury lead and the person who handles compliance, each named with what they hold.

    Result: The function reads as a team, which is exactly what a diligence checklist is looking for.

How the result is measured

  • Enquiries that name you or came through your profile
  • Searches for your name, from Search Console
  • Profile views and connection requests from your industry
  • Speaking invitations, press enquiries and podcast requests
  • Posts published against posts planned, and what held up the rest

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full personal branding page

How it works

How the work runs for CFOs and finance heads

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Work out whether this is even your bottleneck

    The first conversation covers how enquiries reach you today. If the company's own site is the weaker link, that comes first, and we say so.

  2. 2

    Search your own name with you

    We look at what a buyer sees today: every profile, old listing and photograph. Some of it you will want taken down, and some of it only you can take down.

  3. 3

    Agree what you will and will not say

    The subjects you know cold, the ones that belong to your clients, and the lines your regulator or association draws. Written down before anything is published.

  4. 4

    Rebuild the profiles

    The bio page, LinkedIn and the directories that matter in your field, done once and done properly.

  5. 5

    The routine

    Interview, drafts, your approval, publication. The interview is the only part that needs you, and it is the part that cannot be skipped.

  6. 6

    Hand it over

    The subject list, the drafting notes and the calendar are yours. If you would rather keep it running yourself, that is a fair outcome.

Before you hire anyone

The first thing to do yourself.

It costs nothing, and it shows what a buyer sees before they ever call you.

  1. Search your own name and your practice or business name in a private browser window, and list the first ten results.
  2. Open your profile on each major platform and check that the name, photo, description and contact details agree.
  3. Ask two people who recently chose you what they looked up first, and write down their answers.

Judge any provider

What to ask any agency or ghost-writer.

Useful whoever you choose, including us.

  • Who writes my words, and do I approve everything before it goes out?
  • Which of my own details and claims will you need to check with me before publishing?
  • What will you not write because of the rules my profession follows?
  • Whose account do the profiles and the content sit in, and what happens to them if we stop?
  • What do you count as a result, and what will you not promise?

Where this fits

Three pieces of sales work, in this order.

GullySales builds every engagement from three pieces of sales work. This page is not one of them, but the same three steps apply to the business behind it.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
I am a chartered accountant. Am I allowed to publish under my name?
Not without checking first. ICAI's rules on advertising and solicitation by members restrict how you may describe yourself and your work, and they apply to you personally rather than to your employer. It is your membership at risk, so have ICAI's current guidance or your own compliance adviser confirm the position before anything is published. We draft to whatever they tell you.
The CEO talks to the market. Why would the CFO?
Because a different set of people is deciding about you. Lenders, auditors and committee members are not the audience for a growth story, and they are the ones whose view of you changes your cost of money and your next role.
Month end takes ten days. Can somebody else do the call?
No, and that is the honest limit of this. A ghostwritten finance head is obvious to other finance people within a paragraph. If one hour is not something you can hold, spend the budget elsewhere in the business.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on what is being changed and how many of the people who matter see it. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever the work touches, such as your profiles, your website or your accounts, and time with the people who can answer our questions.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

C-suite and senior leaders

Personal branding for the rest of the c-suite and senior leaders.

Or start from personal branding.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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