Willem Godschalk works as a Financial Sparring Partner for creative agencies between 15 and 50 FTE.
He helps entrepreneurs improve their financial performance without having to have a
need to hire a full-time CFO. In his own words, Willem's strength lies in simplicity and
overview: “I want my customers to be able to quickly see where they are without them noticing
a thousand tabs have to click.” For a long time, he worked with a self-built
reporting in Excel. However, he noticed that this was not such a scalable solution as
his customer base grew.
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The switch to Liquid

Through Toine, Head of Partnerships at Liquid, Willem came into contact with the reporting tool that
gives entrepreneurs direct insight into their cash flow, forecasts and KPIs. “I was quick to get down to
Toine and Thijs around the table and for me, the click was immediate,” says Willem. “With them and with
the tool. Not a cumbersome implementation, but a tool that works immediately. What I especially like
find: my customers can get started with it themselves right away. Such are the conversations that we
act more substantively and the collaboration feels more equal.” He is now processing
Liquid is standard in its trajectories.
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From nice-to-have to need-to-have

In the beginning, that sometimes took some getting used to for customers. Especially for entrepreneurs with
multiple BVs or partners at the table. “Some customers said: another new tool, is that
now necessary? But after a few weeks, you saw the cover. They log in, check the cash flow,
ask better questions. And I don't have to deliver everything anymore, because a lot is already there. It
provides peace of mind. And you can focus on the latest figures, not afterwards on the figures from
last year.” The result? Fewer meetings, fewer emails and more control over the numbers.

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Saving time in practice

Willem also notices the benefits in his own work. “What I used to spend a lot of time doing
I can now switch much faster when updating Excel reports. Instead of waiting
until the next report, we'll watch live together. That way, we are always short on it. that
is much better suited to the speed and dynamism of creative agencies.” Willem can actually feel
no longer imagine him working without Liquid.

Smart management starts with collaboration

What Willem appreciates most about Liquid is the way he works with the
people from Liquid. “I had a suggestion for a dashboard widget, and a few weeks
it was there later. That is not obvious. You notice that they build with users, don't you?
just for.” That is why he now uses Liquid as standard with his customers. “Do customers want
not it? Then no. But I'll show you what it brings. And they usually see that for themselves quickly.
too.”
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Advice requires a different pair of glasses

So is Liquid a replacement for the accountant? “Certainly not,” says Willem. “The accountant
remains the watchdog of the numbers. The role of the CFO is actually shifting more to strategy, to
looking ahead. And Liquid helps a lot with that” Willem continues: “I use it to
discussing scenarios, building forecasts, substantiating choices. That's it
consultancy work that entrepreneurs need. Not to an Excel report that two
weeks later, it's in the mail.”
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Not just any tool

Finally, what really makes Liquid different? According to Willem, it's not necessarily the technique: “There
are more tools that can do a lot. But the combination of ease of use, short lines of communication with
the team and the will to make the product better together: that's what Liquid does for me
makes a difference. And my customers notice that too.”