March 30, 2026

Achieved 15% growth in lead generation with a redefined a 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
• Focus on 5 offerings as opposed to 7-8 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 
    o Tier 2 (40 accounts): Emerging growth accounts, sales led engagement 
    o Tier 3 (75): Whitespace targeted accounts, SDR-led sequences 
 
Phase 2: Persona-Based Sequencing 
• Developed multi-persona sequences targeting business, 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/ Workflows based 
 
Phase 3: Educational & Content Marketing 
• Launched ‘Workflow/Solutions’ webinar series targeting CIO/Product leaders 
• Published thought leadership on Automation, Engineering, Martech Analytics 
   o Digital campaigns increasing awareness and brand recognition 
   o Created ROI calculators and self-assessment tools as lead magnets 
 
Phase 4: SDR & Sales Motion Design 
• Multitouch multichannel sequence (LinkedIn + Email + Call) 
• SDRs appointed, trained and coached to target accounts. 8-10 touch sequences over 3-4 
weeks combining email, linked, calls 
• Account-based outreach model (3–5 stakeholders per account) 
• Clear stage definitions (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, weekly account operational cadence with Sales, Delivery and Marketing

The Impact

  • Shifted from opportunistic to structured: Moved from opportunistic inbound to 80% outbound-sourced pipeline
  • Response rates: Achieved 25% response rate on Tier 1 & 2 accounts through warm introductions and personalized outreach
  • Pipeline generation: Created $5MM net new qualified pipeline (20% increase) within 4 months of the program
  • Whitespace: Achieved 10-15% growth in lead generation
  • Improved MQL to SQL lead conversion from 5 to 15%
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