ASG · Internal Only · Do Not Share
Field Guide
What we sell. How to say it. Where your lane ends.
The One-Liner — Know This Cold
"We build AI-powered tools that give enterprise tax and finance teams direct, unlimited access to the intelligence they need — research, calculations, workflows, dashboards — without going through IT, a vendor, or a Big 4 engagement every time."
The Demo Moment — Use In Every Meeting
"I'd love to show you something rather than just describe it. What's a question your team gets asked regularly that takes too long to answer?" [Let them answer.] "Let me show you what that looks like in our system."
→ Let them type. Let the tool answer. Stop talking. The tool closes the room.
Handle Any Objection
vs. Big Four
They sell strategy. We ship working software.
12-18 month engagement vs. 4-6 weeks live.
Hourly billing vs. built tool + retainer.
Junior staff doing work vs. AI doing work.
"The Big Four are talking about this in every pitch. We're the ones actually building it."
vs. DIY / Build Internally
Domain layer takes years to build.
Operational overhead is a full-time job.
Competitive window is 18-24 months — move now.
"You could build this. The question is 18 months and a team vs. 6 weeks."
vs. ChatGPT
Specialist vs. generalist.
Structured work product vs. text to work from.
Whole team, same context vs. one person at a time.
Full audit trail vs. no governance.
"ChatGPT knows everything about taxes. This knows everything about YOUR taxes."
Know Your Lane
Answer Immediately
What ASG does
Why not Big Four / Why not DIY
The ChatGPT objection
Deployment timeline (4-6 weeks)
The demo — just run it
"First mover" framing
~ High-Level + Follow-up
Pricing — acknowledge tiers, defer to JJ
Security — isolated, DPA available
Integration questions — possible, needs scoping
Bridge to JJ
Technical architecture
Contract / MSA terms
Infrastructure specifics
Anything you've never heard before
The Bridge Line
"That's exactly the kind of question I want to make sure we answer properly. Let me get you the right answer — can we set up a follow-on?"
Active Prospects
| Name | Company | Title | Angle | Status | Next Step |
|---|---|---|---|---|---|
| Javier Suarez | Reynolds American | VP of Tax | Tax team AI | Active | Day 3 — Mar 1 |
| Rob Clarke | Grant Thornton | — | Firm-side | Active | Day 3 — check HubSpot |
| Tim York | Forvis Mazars | CGO | Firm-side | Active | Day 3 — check HubSpot |
| Ray Beste | Sikich | — | Firm-side | Follow-up | Feb 28 follow-up |
| Kevin Johnson | Sikich | — | Firm-side | Follow-up | Feb 28 follow-up |
| Tom Hoberman | Withum | — | Firm-side | Follow-up | Feb 28 follow-up |
| Tara Edwards | Cherry Bekaert | CTO | Tech angle | Follow-up | Mar 2 follow-up |
| Jason Booth | Crate & Barrel | CTO | Enterprise | Ben | Ben owns |
| John T. (Touhey) | Solo firm | Attorney | Lex | JJ | JJ meeting Fri |