Achieved 15% growth in lead generation with a redefined GTM playbook

The Problem

An IT services company had to shift to a systematic outbound prospecting approach, in an already crowded market, with limited brand awareness. A repeatable account and persona-based motion was required to move away from founder led inbound leads.

The Solution

Outbound Program Architecture:

A phased approach was undertaken to define the ICP, the addressable market, content pillars and strategic sales motion.

Phase 1: ICP Precision & Account Universe Prioritization

• Focused on 5 offerings as opposed to eight across 3 industry verticals

• Defined 140 high target accounts using ICP criteria (cross-sell, multi services)

• Tiered accounts by strategic value:

o Tier 1 (25 accounts): Existing enterprise accounts, executive-led engagement

o Tier 2 (40 accounts): Emerging growth accounts, sales led engagement

o Tier 3 (75 accounts): Whitespace targeted accounts, SDR-led sequences

Phase 2: Persona-Based Sequencing

• Developed multi-persona sequences targeting business and technical buyers

• Created persona-specific content:

o CTO/VP/Infrastructure Product: Solutions, Wins, Technical architecture etc.

o Head of Marketing/Digital/Business: ROI/Use Cases/ Workflow based

Phase 3: Educational & Content Marketing

• Launched ‘Workflow/Solutions’ webinar series targeting CIO/Product leaders

• Published thought leadership content on Automation, Engineering, Martech and Analytics

• Digital campaigns increasing awareness and brand recognition

• Created ROI calculators and self-assessment tools as lead magnets

Phase 4: SDR & Sales Motion Design

• Designed multitouch, multichannel outreach sequence, progressing from LinkedIn to email to call.

• Appointed, trained and coached SDRs to target accounts with 8-10 touch sequences over 3-4 weeks combining email, LinkedIn outreach and calls

• Created an account-based outreach model (3–5 stakeholders per account)

• Defined clear deal stages (Qualified Discovery → Business Case → Proposal → Close)

Execution Infrastructure

• Implemented Salesforce account tracking and sequence management

• Used LinkedIn Sales Navigator, ZoomInfo for account research and stakeholder mapping

• Established daily and weekly operational cadence for all accounts, with Sales, Delivery and Marketing teams

The Impact

• Shifted from opportunistic to structured: Moved from opportunistic inbound to 80% outbound-sourced pipeline

• Improved response rates: Achieved 25% response rate on Tier 1 & 2 accounts through warm introductions and personalized outreach

• Generated pipeline: Created $5MM net new qualified pipeline (20% increase) within 4 months of the program

• Achieved 10-15% growth in lead generation in a whitespace

• Improved MQL to SQL lead conversion from 5 to 15%