From cash flow woes to 485% revenue growth: How DEFACTO Co transformed its business with Ignition

Lauren (Loz) Markham, founder of DEFACTO Co, transitioned from sports presenting to running a thriving content agency. Specialising in video-first social media management, DEFACTO Co handles everything from content creation to publishing for small businesses. But as the agency grew, so did the financial challenges—especially cash flow issues.

Before Ignition, Loz faced significant operational and financial hurdles. Proposal creation was a slow, manual process, often consuming hours of valuable time. On top of that, clients were frequently late with payments, leading to thousands of dollars in overdue invoices at one point. The unpredictability of cash flow made it difficult to grow the business or invest in resources confidently. 

Seeking a solution, Loz turned to her accountant and business coach, who recommended Ignition as a way to automate payments and proposals—something unheard of in the social media management space.

With every client now on direct debit, payments are automatically collected, eliminating late payments altogether.

This setup not only stabilises revenue but also reassures clients that payments align with service delivery. 

"We don’t charge clients until their content starts rolling out. It’s a win-win: they have no upfront costs, and we have guaranteed cash flow."

Managing proposals manually was another major pain point and time drain for DEFACTO. 

"We used Canva for proposals, which was extremely time-consuming. As the business grew, creating proposals became overwhelming," says Loz.

With Ignition's proposal templates, DEFACTO Co’s team now builds and customises client agreements in just a few clicks. 

Although accountants and bookkeepers widely use Ignition, Loz’s success with it highlights its value for creative and service-based industries too. 

"When I started using Ignition, I noticed hardly anyone in marketing or social media was talking about it—but it’s been perfect for my agency. Whether you're in accounting, consulting, or creative services, if you're sending proposals and managing recurring client work, Ignition can be a total game-changer."

But Loz hasn’t stopped there. She’s now taking advantage of Ignition’s newest features to elevate her workflows even further. By capturing leads directly through Ignition’s new Form Builder tool, she can seamlessly funnel prospects into her sales pipeline without ever touching a spreadsheet or third-party CRM.

From there, Loz tracks each opportunity using the Deals feature—giving her team full visibility of where each lead stands, what’s next, and what’s been signed. It’s a streamlined workflow that keeps everything moving forward.

To top it all off, custom branded proposals ensure DEFACTO Co leaves a lasting impression. Every proposal Loz sends is not only beautifully designed to reflect her brand, but also delivers a seamless and professional client experience.

Since adopting Ignition in December 2022, DEFACTO has experienced explosive growth:

• 485% increase in projected revenue
• Zero cash flow issues
• Proposal time cut to just 10 minutes
• Client base expanded from 5 to 21

"Ignition has made financial management easy—even for those who aren’t numbers-savvy," 

For Loz, Ignition isn’t just a software—it’s the foundation of DEFACTO Co’s financial stability and growth. I don’t have to worry about cash flow anymore. By leveraging Ignition’s automation, DEFACTO Co continues to scale, proving that even creative businesses can benefit from smart financial systems.