In the highly competitive field of B2B marketing solutions, companies like Marketforce are at the forefront, offering an array of conferences, webinars, and industry insights. However, the backbone of such a thriving enterprise isn’t just the services it provides but also the efficiency of its internal processes – notably, its accounting system.

Our collaboration with Marketforce is a testament to how modern accounting solutions, when implemented correctly, can revolutionise business operations. This case study will delve into how Evans & Partners, in partnership with Michael Blythin of business consultancy firm Adventus, transformed Marketforce’s accounting processes using Xero cloud accounting software.

Client background

Marketforce is a global leader in B2B marketing solutions, specialising in sectors including insurance, banking and payments, and logistics. With over three decades of experience, they have been pioneers in providing captivating events and insightful industry research. Their commitment to innovation and client satisfaction has been the cornerstone of their success.

The challenge

Marketforce was grappling with a highly complex, manual, and outdated accounting system. The legacy Sage setup, with tens of thousands chart of accounts lines, was cumbersome and inefficient. Its inability to process foreign currencies and the high volume of manual sales and purchase invoice processing were particularly significant hurdles.

Moreover, the system’s incapacity to support remote or hybrid working models posed continuity and security risks, which was especially highlighted during the COVID-19 pandemic.

The solution

Evans & Partners, together with Adventus, took a holistic approach to overhauling Marketforce’s accounting system. The partnership involved:

  • Initial assessment and planning: Business process workshops were conducted to gain a deep understanding of Marketforce’s needs.
  • Implementation of Xero: We chose Xero’s cloud-based platform for its user-friendly interface and robust features. The system was configured to provide a high degree of automation, integrating seamlessly with Marketforce’s Salesforce CRM for billing.
  • Training and support: Comprehensive training sessions ensured the Marketforce team could transition smoothly. Our ongoing support and go-live assistance guaranteed minimal downtime and continuity in business operations.


The introduction of Xero has been transformative for Marketforce:

  • Efficiency: The shift to a more automated system significantly reduced manual processing for Marketforce, saving time and reducing the scope for errors.
  • Improved financial management: The integration of Xero with Salesforce, facilitated by a plugin, Breadwinner, streamlined invoicing and debtor management, enhancing the firm’s overall financial efficiency.
  • Enhanced reporting: Xero’s powerful reporting tools provided business leaders with greater financial transparency and enabled better margin management, contributing to improved profitability.
  • Flexibility and accessibility: The new cloud-based system supported remote and hybrid working models, ensuring business continuity and security.

Client’s voice

Philip Doyle of Marketforce shared his experience:

“The flexibility and financial transparency Xero offers have been game-changers for us. Its integration with Salesforce through Breadwinner has streamlined our processes, making our operations more efficient and our financial management more robust.

“The training and support from Evans & Partners has been invaluable, ensuring a smooth transition and continued success.”


Marketforce’s journey with Evans & Partners and Xero is a compelling narrative for any business aiming to modernise its financial processes. The blend of personalised training, continuous support, and state-of-the-art technology demonstrates our commitment to empowering businesses like Marketforce to reach new heights of operational efficiency and financial clarity.

Embrace the future of accounting with Evans & Partners. Contact us today to discover how we can tailor our services to meet your unique business needs.