Short answer: Start by deciding which finance role actually owns your buying decision, because at many Indian companies that is not the CFO. Find the right people on LinkedIn and company sources, confirm they are current, then use a contact data tool to get a verified work email and mobile number. Reach out with a short, specific message that talks about money, risk or time saved, and follow up politely.
Why finance leaders are worth the effort
If you sell anything that affects cost, cash flow, compliance or reporting, the finance team is usually involved in the decision. That includes accounting and payments software, lending and treasury products, audit and tax services, procurement tools and many SaaS products once the deal grows. In India, finance heads often have a strong say even when the product is used by another team.
They are also busy and receive a lot of sales outreach, so a careful approach matters.
Step 1: Pick the right finance role
Titles and responsibilities vary a lot by company size in India.
- Large companies and listed groups: Chief Financial Officer, with separate heads of treasury, taxation, financial planning, accounts and internal audit.
- Mid-sized companies: A CFO or VP Finance who covers most areas, supported by a finance controller or head of accounts.
- Smaller and family-run businesses: Finance may be handled by a General Manager Finance, a senior accountant, or the promoter or a family member directly.
- Startups: Early on, a founder often handles finance. Later there may be a Head of Finance or Finance Controller before a full CFO joins.
Match your target to your product. A tax compliance product may need the head of taxation, not the CFO. A payments product may start with the finance controller.
Step 2: Build your target list
- Define your accounts. Industry, company size, city and any signals such as recent funding, expansion or a new listing.
- Search LinkedIn or Sales Navigator with title keywords such as
CFO,"chief financial officer","head of finance","VP finance","finance controller","GM finance"and"head of accounts", filtered to India and your target industries. - Check company sources. Annual reports and investor pages of listed companies often name the CFO and other key managerial personnel. Company websites may list the leadership team.
- Confirm the person is current. Check that their profile shows the role as current, and look out for recent moves.
Step 3: Get verified contact details
Most finance leaders do not publish their email or phone number. To reach them:
- Use a B2B contact data tool that works with LinkedIn, often via a Chrome extension, to find a work email and mobile number.
- Verify the email before sending, so you avoid bounces that damage your sending domain.
- Check a sample of phone numbers to confirm they reach the right person.
- Avoid general enquiry inboxes like info@ or accounts@ for first outreach. Messages there rarely reach a decision-maker.
- Record the source of each contact and keep a list of opt-out requests.
Step 4: Write outreach a finance leader will read
Finance leaders respond to clarity and relevance.
- Lead with a business outcome: lower cost, faster closing of books, fewer compliance risks, better cash visibility or less manual work.
- Be specific to their company. Mention something real, such as expansion into new cities, a recent fundraise or a regulatory change in their sector.
- Keep it short. Three or four sentences is plenty for a first email.
- Make the ask small, such as a 15-minute call or permission to share a short example.
- Avoid vague claims. Don't promise savings you cannot back up. Offer to show how it works instead.
A simple structure:
- One line on why you are writing to them specifically.
- One line on the problem you help solve.
- One line on how you help, in plain words.
- A clear, easy next step.
Step 5: Use the phone carefully
Many Indian finance heads are reachable on their mobile. If you call:
- Call during working hours and avoid month-end, quarter-end and audit periods where you can.
- Introduce yourself and the reason for your call in the first few seconds.
- Ask if it is a good time, and offer to send a short email instead.
- Respect a "no" and note it in your CRM.
Step 6: Follow up without pushing
Send two or three polite follow-ups spaced several days apart. Each one should add something new, such as a short example or a relevant question. If there is no reply, try another finance contact at the same company or pause and revisit later.
Common mistakes to avoid
- Writing to the CFO when a finance controller or tax head owns the decision.
- Sending long emails full of product features.
- Calling at month-end or during audit season.
- Using stale data and reaching someone who has left.
- Ignoring opt-out requests.
Where PeakAI fits
Getting a working email and mobile number for the right finance leader is usually the hardest step. PeakAI is a B2B contact data tool focused on India that finds verified emails and mobile numbers for decision-makers, including from LinkedIn profiles through its Chrome extension. Check thepeakai.com for current features and pricing, and test it on a sample of your target accounts.
FAQ
Should I contact the CFO or someone lower in finance?
It depends on your product and the company size. At large companies, a head of tax, treasury or accounts may own the decision. At smaller companies, the CFO or even the founder may decide.
Where can I find the CFO's name for a listed Indian company?
Annual reports and the investor section of the company's website usually name the CFO among key managerial personnel. Confirm the person is still in the role before reaching out.
Is it okay to call a CFO on their mobile?
It can work if you are respectful, call at sensible times and keep it brief. Follow applicable privacy laws, get consent where required and honour any request not to be contacted.
What subject lines work for finance leaders?
Short, specific ones that mention a relevant outcome or their company, rather than generic sales phrases. Test a few and keep the ones that get replies.
How many follow-ups should I send?
Two or three, spaced several days apart, each adding something useful. After that, try another contact or come back later.