Ground-Floor to $9M Pipeline
How we built an outbound sales function from zero, recruited a 5-person BDR team, and generated $9M in pipeline with $23M customer lifetime value.
Challenge
An enterprise software company needed a sales development function built from zero. There was no outbound infrastructure, no CRM integration, no account-based targeting, and no team. The product was strong but the go-to-market motion was entirely reactive — inbound leads were handled ad hoc, and there was no systematic approach to identifying, engaging, or converting high-value accounts. Sales cycles were long and unpredictable, with no visibility into pipeline health or deal velocity.
Approach
We designed and executed account-based marketing campaigns targeting the highest-value accounts in the company's ideal customer profile. We built the CRM integration from scratch — lead scoring, opportunity staging, pipeline reporting, and automated handoff workflows between marketing and sales. We recruited, trained, and led a team of five business development representatives, building the playbooks, call scripts, objection handling frameworks, and performance metrics that turned a zero-pipeline operation into a predictable revenue engine. We implemented deal velocity analytics that identified and eliminated the bottlenecks extending sales cycles.