- Client: ceterus
- Ceterus Use Case Collaborator: William Worth, Chief Revenue Officer
- Industry: Franchise-Focused Accounting Software
- Ideal Customers: Franchisees and franchisors in need of accurate, scalable financial reporting
- Solutions: Building ideal customer lists and leveraging multi-channel outreach (email, LinkedIn, telephone) to book meetings with key decision-makers for ceterus’ sales team
Overview
ceterus is a SaaS-based franchise-focused accounting software provider helping small and
medium-sized franchise owners manage their financials with precision. For CRO William
Worthy, the challenge was clear: find accurate contact data and connect with a diverse network
of franchisees and franchisors across the country.
“I partnered with roister a number of months ago to really solve the challenge of finding better
contact information in this space.”
The Challenge
Franchise data is fragmented, outdated, and hard to access at scale. With thousands of brands
operating under unique ownership structures, traditional outbound models often miss the mark.
ceterus needed to reach decision-makers with relevant messaging, consistently and at scale.
“To actually find that information and get in front of them in the right places is certainly a
challenge.”
The roister Approach
When ceterus partnered with roister, what stood out was the depth of integration and immediate
impact. The team moved fast to learn the business, understand the value proposition, and start
outreach that felt aligned with the brand.
“roister was able to come in quickly, integrate with our systems, learn our business, learn our
messaging… We were able to onboard in no time.”
Data-First Strategy
When ceterus partnered with roister, what stood out was the depth of integration and immediate
impact. The team moved fast to learn the business, understand the value proposition, and start
outreach that felt aligned with the brand.
“We want to support as many franchisees as we can… and to do that at scale in an ever-
changing world is absolutely a difficult challenge.”
Multi-Channel Execution
With the ICP nailed down, roister launched coordinated campaigns via email, LinkedIn messaging, and outbound calls. Everything was visible and trackable in the platform, and the ceterus team could monitor outreach performance with ease.
“I’m able to review all the outreach that goes out, all the calls that are made… and we have
weekly check-ins to understand progress.”
Strategic Partnership
The engagement with roister was not just vendor support, it felt like a strategic extension of the
internal team. With regular updates and shared ownership of results, the partnership continues
to evolve as ceterus’s GTM needs grow.
“The goal for us is to use roister as a part of our go-to-market strategy over the long term.”
The Results
ceterus now has a predictable system to reach the right franchise contacts, generate qualified meetings, and build pipeline. Outreach is no longer guesswork. It’s structured, efficient, and effective.
“I’d highly recommend roister to any other revenue leaders out there across any space.”
Final Thoughts
In a space where accurate data and strategic outreach are hard to come by, roister delivered fast, integrated, and high-impact results for ceterus. From onboarding to pipeline, the ROI was clear.
“roister really didn’t have an issue of saying, ‘I think we can do this.’ It was more of, ‘Let’s jump in and find out.’”