Adswerve is a predictive marketing consulting firm that combines human expertise, AI, proprietary intelligence, and deep platform mastery to help marketers maximize ROI. Its accounting team, which has ranged from four to six people, supports a customer base of roughly 950 accounts alongside the complexities of consulting services and Google product reselling.
That scale had outgrown Adswerve’s collections process. Follow-up was driven by a weekly aging report, a loosely defined watch list, and information spread across NetSuite, an AR tracker, and other collections records. The report became stale almost as soon as it was distributed, and the team did not have a consistent cadence for outreach or escalation.
As the accounting team structure and roles evolved, the team needed a more systematic way to cover routine work and focus its time on the customers carrying the most risk. Fazeshift turned Adswerve’s loosely defined practices into structured workflows, gave stakeholders current information, and created a clearer operating rhythm for collections.
The challenge: ad-hoc collections and information that went stale immediately
“Before, our processes lived more in people’s heads than on paper.”
Adswerve’s collection process centered around an aging report that was updated weekly. A watch list helped flag customers with larger past-due balances, but there was no consistently followed schedule for what happened next. Outreach and escalation depended too heavily on someone’s judgment and memory.
Monthly collections calls with account managers were valuable but hard to keep current between meetings. When finance published the latest aging report, payments and new invoices could make it outdated almost immediately. Account owners then had to ask accounting whether a payment had arrived or another invoice had been issued.
Getting the full picture of an account meant moving among NetSuite, the AR tracker, and collections records. The information existed, but assembling it took time. With no dedicated collections role, Adswerve needed a process that would keep running without requiring someone to manually reconstruct every customer’s status.
The solution: turn loosely defined practices into repeatable workflows
“They did a great job of taking vague ideas or concepts that we had and turning them into action.”
During onboarding, Fazeshift worked with Adswerve to identify its customer levers, clarify the process it wanted to run, and build workflows around that logic. Rather than forcing the team into a fixed cadence, the implementation turned Adswerve’s existing judgment into a process that could be followed consistently.
For Adswerve, that included:
- Running recurring workflows for routine outreach so the team could account for a broad set of customers without reviewing every account manually.
- Bringing current account information and notes into one view instead of requiring checks across three systems.
- Giving account owners access to current information without asking the accounting team for every update.
- Developing account-specific logic for Adswerve’s credit memos and payment applications.
- Using Conversation Hub to draft responses to recurring customer requests, including customers asking for copies of large numbers of invoices.
In one example, Brett described customers who might receive 200 invoices in a month. Instead of moving to another system, downloading the right files, and checking whether anything was missing, the team could use Draft with AI in Conversation Hub to prepare the response in roughly five seconds.
The impact: less noise and more time for the accounts carrying real risk
“It just allows me to focus my time better than I did before.”
With routine workflows running consistently, Brett no longer had to begin each week by determining which customers had received outreach and which had been missed. The initial work was accounted for, leaving more time to investigate high-risk accounts, coordinate with account owners, and decide the right next action.
Current information also reduced the daily friction of reconstructing a customer’s position. Notes and account details were available together, allowing Brett to move from “What is the real picture?” to acting on it.
Over the calendar year to date, Adswerve has seen improvements in its cash position. While this is largely attributed to business growth, Fazeshift is credited with reaching at-risk accounts earlier and resolving issues before they become harder to contain.
“The system lets us get in front of at-risk accounts early, before small issues become significant.”
Why Fazeshift: software that adapts, backed by people who listen
“Fazeshift has been an excellent partner to us throughout our relationship.”
Adswerve did not begin implementation with every workflow fully specified. The Fazeshift team helped translate its pain points and incomplete process ideas into an operating model, then continued to explore new requirements with the accounting team.
That ongoing collaboration became part of the value. Brett described a two-way dialogue in which Adswerve could bring forward an unusual requirement, determine whether existing functionality could address it, and explore a reasonable customization when it could not.
The process also taught the team more about its own operation. By defining the data, rules, and exceptions Fazeshift needed, Adswerve turned collections knowledge that had previously lived in people’s heads into a system the wider team could use.
“I feel like we’ve learned a lot about our company just through you guys.”
Book a demo to see how Fazeshift can help your team replace ad-hoc collections work with current information, consistent follow-up, and more time for the accounts that need human judgment.
