GTM Associate
About the job
- The candidate should have exceptional written and verbal communication skills.
- The candidate should be able to articulate value propositions in an engaging and succinct manner.
- The candidate should be creative in developing novel and humorous ways to reach and engage target customers.
- The candidate should be willing to learn deeply about customers and communicate the company's value proposition to them.
- The candidate should be comfortable working in a fast-paced, early-stage company and testing and iterating on business development best practices.
- Book meetings with target customers through email, LinkedIn, social media, and other effective communication channels.
- Work closely with Account Executives and the marketing team on strategic development initiatives.
- Represent Sequence at industry events and conferences across the United States.
- Develop the Sequence brand through ongoing content across social media channels.
- Identify unconventional ways to rise above the noise and reach finance and revenue operations leaders.
- Provide critical leadership feedback on which messaging is working best with target customers.
About the company
SequenceHQ provides a configurable platform for B2B software companies to manage pricing, billing, and invoicing from quote to revenue. It supports custom contracts and usage-based pricing, with pricing models including annual, monthly, event-based, and one-time fees. The product captures product pricing in a searchable database, turning quotes, prices, and usage into filterable data that can sync in real-time with data warehouses or Google Sheets. It enables rule-based automation for approvals, entitlements, renewals, and usage alerts, helping companies automate revenue operations. The pricing model is subscription-based, with revenue from multiple pricing options. The goal is to help businesses scale their revenue infrastructure by providing a single platform for everything from contract close to revenue recognition, reducing the need to build in-house.
Company Size
51-200
Company Stage
Series A
Total Funding
$54.1M
Headquarters
Canterbury, United Kingdom
Founded
2021
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Simplify's Take
What believers are saying
- June 2026 GoCardless integration expands collections into bank debit across 30+ countries.
- September 2026 changelog added semi-annual billing, tax automation, and payment-history visibility.
- Sequence says it signed 30% of CARR last month and processes billions invoiced annually.
What critics are saying
- Chargebee, Stripe Billing, and Rillet attack Sequence’s core workflows with deeper distribution.
- Sequence’s AI agents face finance-audit trust barriers; one bad invoice run damages retention.
- A miss in enterprise scale-up adoption after the 2026 up-market push would stall growth.
What makes Sequence unique
- Sequence unifies CPQ, billing, collections, and rev rec on one revenue data model.
- September 2026 Collect positioned Sequence as an agentic revenue platform, not just billing.
- Sequence’s migrations from Stripe Billing and Chargebee show strong switching costs and product depth.
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Benefits
Remote Work Options
Stock Options
Growth & Insights and Company News
6 month growth
↑ 7%1 year growth
↑ 2%2 year growth
↓ -6%Sequence 2026 opener. Enda Cahill · September 17, 2026 Its second Collect conference brought 100 Finance and RevOps leaders to New York on 9 September. Enda opened on how Sequence went from a usage-based billing engine in 2024, to quote-to-cash in 2025, to an agentic revenue platform in 2026. Sequence HQ Ltd ran its second annual Collect in New York on 9 September, a year on from the first one in San Francisco. Over 100 people came, all finance and RevOps leaders at the fastest-growing SaaS, AI and fintech companies in the market, plus consultants, fractional CFOs, advisory firms and accounting firms. I opened the day by thanking the sponsors who made Collect the success it was: JP Morgan, PwC, Abacum on FP&A, and Sphere and Anrok on sales tax. Sequence HQ Ltd were selective this year and picked 5 companies Sequence HQ Ltd work very closely with. Thank you to the speakers. Sequence HQ Ltd had an incredible speaker lineup this year. Dave Wieseneck of Ramp opened with me on the CFO as the AI buyer. Anne Giviskos, ex-CAO at Navan, and Samantha Zytko of PwC talked about going public in 2026 and Navan's IPO. Vishal Thakkar of CPA.com, Jordan Fladell of Aprio and Elinor Litwack of GRF CPAs & Advisors covered AI in CPA practices. David Farber of Tennr and Daniel Wheller of Hebbia went deep into deterministic versus AI. Closing the day, Sequence HQ Ltd had Peter Lorimer of Betterment and Ivan Makarov of Andreessen Horowitz talking about scaling a finance org from $10m to $100m ARR. The roundtables were a new addition this year and were lead by industry leaders like Nicholas Rudder from Sphere, Ken Yoon from Cross River, Fahad Jamal from Merge and Nathan Cull from Abacum led them. What changed since Collect 2025. Since the last Collect Sequence HQ Ltd closed its $20m Series A, Sequence HQ Ltd now process billions in annual invoiced revenue, and in the last month alone Sequence HQ Ltd signed 30% of the CARR in the business. Sequence HQ Ltd has moved up-market sooner than Sequence HQ Ltd expected. The risk aversion that would typically slow a company like Sequence down at the mid-market and enterprise end has shifted quite meaningfully. Buying a legacy or incumbent solution is no longer seen as the safe bet by finance operators. In a lot of deals now, boards and CEOs are putting pressure on teams to ask why they are not buying more AI-first software, and why they are not scaling with a leaner team. More companies are charging on usage, and the commercial pricing models underneath those contracts keep getting more complicated. That is why so many companies need a flexible billing and revenue engine like Sequence. 2024, the billing engine. Sequence HQ Ltd launched the most robust billing engine on the market, built for B2B teams with usage-based pricing at their core. At the time that meant fintech, SaaS and API companies, maybe 20 to 30% of SaaS charging on API calls. Now it is every AI and SaaS company. If you are building with AI, your token and credit costs push you towards consumption-based pricing whether you planned for it or not, and your pricing model has to shift again as agentic features on your platform grows. 2025, the quote-to-cash evolution. In 2025 Sequence HQ Ltd kept hearing the same line: "You have solved billing, but our sales team keep going rogue." Invoicing and collections were in a good place for 90% of contracts. The remaining problems sat upstream, with custom sales orders. GTM teams were signing custom contracts, and finance was landed with a signed PDF and the job of working out what had been agreed and whether it could be billed with the current system. Every custom SKU created by a rep had to be rebuilt by hand in the billing engine before a single invoice could go out and a lot of the times it couldn't be done. So Sequence HQ Ltd unified the sales to finance handoff, with flexible CPQ and billing products on one platform that use the same product catalogue. 2026, the agentic revenue platform. An agent is only as good as the context it has. For revenue, that context sits between the CRM and the ERP, and in most enterprises it is spread across 4 or 5 systems. These point solutions layer AI on top of them and finance teams end up with 4 or 5 MCPs and no single record of what was sold and what is billed. Sequence now runs the full revenue workflow with a CPQ or AI Contract Agent, metering, billing, collections, reporting and revenue recognition. Agents automate the manual work around AR, with guardrails and auditability. Watchtower, its human in the loop interface, is where you review, approve and audit everything the agents do before it goes in front of a customer. Sequence HQ Ltd has been very deliberate about where agents should go. I have yet to meet a finance operator who says an 85% correct invoice run is fine by them. For workflows like invoicing and revenue recognition, you need a clear audit log, a clear rationale in the platform that's visible to the user, and an easy way for a human to oversee and step in. It is worth calling out that 100% of its customers who have been through an audit have passed. Contrast those with payment reminder emails, or reviewing a contract before it goes into the platform, or matching up 90% of ACH transactions with the associated bank payment. If you get a draft that's 95% good enough for an email going out to a customer, and you can approve it before it sends, that's usually a substantial uplift on what happens today manually. The line between deterministic and AI got a full session of its own later in the day when I sat down with the CFO of Tennr, David Farber along with VP of Business at Hebbia, Daniel Wheller. Who uses the Sequence platform. A lot of the companies making the news run their revenue on Sequence. Cognition announced their $2b raise the same week as Collect. Stripe's two largest acquisitions to date are both Sequence customers, which Sequence HQ Ltd take some humor in, since 50% of its customers move over from Stripe Billing. Bridge renewed recently and OpenRouter has been using Sequence to scale their B2B usage-based contracts since 2025. Stay ahead of the curve. See how Sequence can transform your billing.
Sequence integrates GoCardless for Direct Debit billing. Killian Cahill · June 24, 2026 Sequence now supports GoCardless as a native payment method, bringing bank-to-bank Direct Debit collection to the UK, Europe, and the US. You can enable it on one-time invoices or billing schedules. Customers authorize a mandate through the Sequence customer portal, and invoice payment status updates in Sequence automatically when a payment completes. Why Direct Debit for B2B Customer cards can expire. When they do on a B2B contract, someone has to chase the update before the next invoice can go out and in some cases they don't even realize. At any meaningful contract volume, that becomes a regular task. Direct Debit sidesteps it - the mandate ties to a bank account, not a card, so there's nothing to renew. The cost difference is also a value-add. Card processing fees are percentage-based, so on large B2B invoices they add up fast. Direct Debit fees are fixed per transaction regardless of the invoice amount. How it works in Sequence Go to Integrations, connect your GoCardless account, then enable GoCardless on any invoice or billing schedule. On billing schedules, Sequence needs a customer selected and a product added before it can check eligibility - once both are set, the toggle becomes available. When you start the schedule, draft invoices inherit GoCardless as a payment method automatically. Customers pay through the Sequence customer portal. When they click Pay invoice, they're taken through the GoCardless hosted flow to authorize the payment - a UK Direct Debit, US ACH debit, or whichever scheme applies. Sequence prefills their details where supported to reduce manual entry. Once done, they're returned to the portal and the invoice status updates in Sequence. After the first payment, the customer's mandate appears on their page in Sequence. You can view its status and cancel it from there if needed. If you already have customers in GoCardless, you can link them to Sequence customers so existing mandates carry over without asking them to authorize again. GoCardless covers Direct Debit in 30+ countries: UK (Bacs), Eurozone (SEPA), US (ACH Pull), Australia and New Zealand (BECS), Canada (PAD), Sweden (Autogiro), and Denmark (Betalingsservice). Sequence checks country and currency eligibility automatically - if GoCardless isn't available for a given customer or currency, the toggle is disabled and explains why. Getting started GoCardless is available in Sequence now and existing customers have already enabling the integration in their Sequence workspace. If you're not on Sequence yet, book a demo. Does GoCardless work with usage-based billing? Yes. GoCardless supports variable payment amounts, so it works for contracts where the invoice value changes each month. The mandate authorizes collection up to a maximum amount, and each variable draw is notified to the customer before it goes out. Sequence computes the invoice from actual usage and GoCardless collects it. Why is the GoCardless toggle disabled? GoCardless is only available when the customer's country and the invoice currency are both supported. On billing schedules, you also need to select a customer and add a product first so Sequence can check eligibility. Why is the invoice currency locked after I enable GoCardless? Once GoCardless is enabled on an invoice, Sequence locks the currency so it can't be changed to one GoCardless doesn't support. Where do customers pay? Customers pay in the Sequence customer portal. Pay invoice opens the GoCardless hosted flow, then returns them to the portal once done. How do mandates work? After a customer pays, their mandate appears on the customer page in Sequence with a status: Active (ready for future payments), Pending (still being set up, common in some ACH flows), or Consumed (used for a one-off instant payment). You can cancel an active mandate from the customer page. Can I link existing GoCardless customers? Yes. From the customers table, open the menu for a customer and choose Link to GoCardless. This connects the Sequence customer to an existing GoCardless customer and brings across any existing mandates, so you can keep collecting without asking them to authorize again. Which countries and currencies are supported? GoCardless covers 30+ countries including the UK (Bacs), Eurozone (SEPA), US (ACH Pull), Australia and New Zealand (BECS), Canada (PAD), Sweden (Autogiro), and Denmark (Betalingsservice). Sequence checks eligibility automatically when you enable it. Stay ahead of the curve. See how Sequence can transform your billing.
Introducing Sequence Automations: the operational layer for revenue teams. For most B2B companies, the coordination work around revenue (approvals, escalations and collections follow-ups), still runs on Slack threads, forwarded emails, and spreadsheets. Today Sequence HQ Ltd is launching Automations at Sequence, the first step in its automation initiative, with workflows live this week and agents to follow on the same foundation. The problem with managing revenue workflows manually. Complex B2B pricing creates a coordination problem that most teams solve informally. A $50K deal with standard terms might need a single manager sign-off. A $500K deal with non-standard payment terms and a 30% discount needs Sales leadership, Finance, and Legal, in sequence, with escalation paths if someone is slow to respond. Most companies manage this through a combination of memory and organizational knowledge. Someone knows to cc Finance on deals above a certain threshold. Someone else remembers that Legal needs 48 hours on non-standard terms. When those people leave, or when deal volume scales, the process breaks. The result is inconsistency at exactly the wrong moment, when the customer is waiting for a response and the rep is trying to close. How Sequence Automations works. Automations gives revenue teams a visual workflow designer to codify their operational logic and have the system execute it every time, without exception. Workflows are built from four components: Triggers are the business event that starts a workflow: a quote submitted, a contract uploaded, a renewal approaching, an invoice overdue. Conditions are the logic layer: discount above 20%, contract value over $200K, payment terms outside standard. These determine which path the workflow takes. Actions are what the system executes automatically: routing a review, notifying an account manager, publishing an approved quote, sending a collections sequence. Reviews are where human judgment enters. When a workflow reaches a decision point that requires a person, it pauses and surfaces the task immediately in Watchtower, with full context attached. The reviewer sees exactly what they need to decide, not a forwarded email chain they have to reconstruct. Every workflow runs with full visibility. Teams can see where every deal sits and who is responsible for the next step. Built from the hardest problem first. Sequence HQ Ltd started with conditional quote approvals because they're a complex coordination problem in the quote-to-revenue lifecycle, and because solving them correctly required building the underlying workflow engine that now powers everything else. The conditional logic alone is non-trivial. A workflow that handles a $50K standard deal differently from a $500K non-standard deal, routes each to different reviewers, escalates if there's no response within a defined window, and then automatically publishes the quote on approval is not a simple notification system. It required building a full workflow engine with conditional branching, sequential routing, escalation logic, and state management. That engine is now the foundation for every operational workflow across the revenue lifecycle. What revenue workflow automation enables beyond approvals. The same engine that handles quote approvals is already being extended across the full quote-to-cash workflow: Contract intake: AI reviews contracts uploaded to Sequence and routes them for the right approval before billing begins. No manual triage. Collections: Overdue invoices trigger follow-up sequences automatically, with escalation paths if early attempts go unanswered. Renewals: Approaching renewal dates trigger outreach and internal escalation, so nothing slips through at the end of a contract term. Invoice anomaly detection: Unusual invoices are flagged before they reach the customer, giving finance a chance to review before the relationship is affected. Custom integrations: Webhook nodes connect workflows to external systems, so Sequence can trigger actions in your CRM, ERP, or communication tools. The pattern is consistent: define the logic once and the system applies it consistently at scale. No institutional knowledge required. No coordination overhead. Workflows today, agents next. Automations is the first step in a broader initiative at Sequence, with workflows shipping now and agents to follow on the same foundation. Both humans and agents will use these workflows to get the revenue work done. The important distinction is what agents are for. They won't be doing your billing - the billing engine handles that, as it has for teams managing the most complex B2B pricing in the market. Agents will handle the coordination work: the manual steps between your systems that currently rely on someone remembering to act. Rather than building agent behaviour from scratch, they'll get access to the workflows and tools already built and refined inside Sequence, running processes end-to-end when the path is clear and pausing for human input when it isn't. Watchtower is the control layer for both. Whether a human is reviewing a non-standard approval or an agent is running a collections sequence, your team can see exactly what happened, why it happened, and approve or override before anything lands. Every action flows through the same audit trail, and nothing happens outside the guardrails your team has already defined. Why a unified data model makes this possible. Revenue workflow automation only works cleanly when your quote, contract, billing, and invoicing data live in the same system. When those systems are separate, a CPQ bolted onto a billing tool feeding into a rev rec layer connected by integration, the workflow engine can't evaluate conditions accurately because the information it needs is split across systems that don't always sync in real time. Sequence was built as a single data model across the full quote-to-revenue lifecycle. Automations is the operational layer on top of that foundation, and the two aren't separable - which is why assembling this capability through acquisitions is harder than it looks. [Sequence HQ Ltd has written about that in more detail here.] Frequently asked questions. What is revenue workflow automation? Revenue workflow automation is the practice of codifying the operational logic around your revenue processes - approvals, reviews, collections, renewals - and having software execute those workflows automatically. Teams define the rules once and the system applies them consistently at scale, rather than relying on manual follow-up and tribal knowledge. How is Sequence Automations different from a general workflow tool like Zapier or Make? General workflow tools connect apps and trigger actions across them. Sequence Automations is built specifically for the quote-to-revenue lifecycle, with native access to your quoting, contract, billing, and invoicing data in a single system. That means conditions can evaluate real deal data - discount percentage, contract value, payment terms - rather than just surface-level triggers. What triggers can I use in a Sequence Automation? Automations can be triggered by any significant event in the revenue lifecycle: a quote being submitted, a contract being uploaded, an invoice becoming overdue, a renewal date approaching, or custom conditions based on deal attributes. New trigger types are being added regularly. Does Automations replace human approval processes? No, and it's not designed to. Automations codifies when human judgment is required and surfaces those moments immediately to the right person via Watchtower, with full context. The goal is to eliminate the coordination overhead around approvals, not the approvals themselves. Where do agents fit into this? Workflows are the first release. Agents are coming, and they'll run on the same workflow engine - using the tools and processes already built into Sequence to automate the coordination work that currently runs on manual follow-up. Watchtower gives full visibility into agent actions alongside human reviews, so your team always knows what's happening and why. Is Automations available now? Sequence Automations is available now, starting with conditional quote approval workflows. Additional workflow types - contract intake, collections, renewals, invoice anomaly detection - are rolling out across Q2 2026. Book a demo to see it in action. Killian Cahill
Why Shay CPA partner with Sequence. Feb 16, 2026 As tech companies grow, financial operations often become more complex than founders anticipate. What starts as basic invoicing can quickly evolve into layered pricing models, usage-based billing, revenue recognition requirements, and reporting demands that are difficult to manage without the right systems in place. That's why Shay CPA has partnered with Sequence. Why Sequence fits the modern tech finance stack. At Shay CPA, Shay CPA is thoughtful about the partners Shay CPA recommend. Shay CPA look for platforms that solve real operational challenges, integrate smoothly into a tech company's finance stack, and reduce friction as companies scale. Sequence does exactly that. Sequence is a leading billing and quote-to-cash platform built for modern B2B finance and RevOps teams. Trusted by companies like Stripe, Anthropic, and BILL.com, Sequence brings quoting, invoicing, revenue recognition, and reporting into one intuitive, AI-powered dashboard. Bringing clarity to quote-to-cash. Quote-to-cash is one of the most overlooked areas of financial operations. When it's fragmented or manually managed, it leads to inaccurate revenue reporting, slower closes, and unnecessary stress for finance teams and founders alike. Sequence helps eliminate those issues by creating a clear, consistent path from signed contract to recognized revenue. Their platform supports ASC 606-compliant GAAP revenue recognition, helping finance teams accurately track performance obligations and recognize revenue in line with accounting standards. Finance teams can close faster and with confidence, while founders gain numbers they can actually trust. How its partnership supports founder growth. With clean, reliable data flowing from Sequence, Shay CPA is able to spend less time fixing problems and more time advising founders on building scalable, compliant finance systems. The result is less operational noise and more time focused on strategy, forecasting, and growth. If this sounds like something your team is navigating, let's talk. Shay CPA work closely with founders to build finance systems that scale, and Shay CPA partner with companies like Sequence because they make that process smoother. You can explore more of its trusted partners or get in touch with its team to see what might be right for your business. Disclaimer: The content provided on this blog is for general informational purposes only and does not constitute professional accounting, tax, or legal advice. Reading or accessing this material does not create a CPA-client relationship, nor should it be construed as a substitute for individualized guidance from a qualified professional. While Shay CPA strive for accuracy, Shay CPA PC makes no warranties - express or implied - about the completeness, reliability, or timeliness of the information, and Shay CPA expressly disclaim liability for any errors or omissions. You should not act or refrain from acting based on any blog content without seeking the advice of a qualified CPA or other professional who can address your specific circumstances. Links to external resources are provided for convenience only and do not imply endorsement. Shay CPA PC is under no obligation to update this content and disclaims responsibility for decisions made in reliance on it. Signup for updates. Get news from SHAY CPA P.C. in your inbox. Tech startup accountants. Founders trust Shay CPA with their accounting & tax compliance.
Sequence, a London-based agentic AI platform for payroll, revenue and finance automation, has raised $20 million in Series A funding led by 645 Ventures.