The people who do books for a living couldn't see their own profitability
For years, a Texas CPA firm was our accountant. They reviewed our financials; they were good at it. And a firm whose entire business is financial clarity could not see its own real-time profitability.
Flat-fee packages hid which engagements made money. When a software migration broke reporting, the firm went six weeks without being able to run a profitability report at all. The firm's own leadership put it plainly:
"we don't know if we're making money until April the 17th every year."
Our COO's reply: "well, that must be terrifying."
Nobody pitched anything. Across two years of routine financial reviews, they watched how we run our own company - and asked for it. We pulled their timesheet, billing, and engagement data into one source of truth and matched 98.5 percent of it automatically; the rest is being worked down by hand, batch by batch. The firm is now a client on a monthly retainer they can stop any time, and they refer their own advisory clients to us.
Vendor became customer. Customer became referrer.