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

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:
- Tier 1 (25 accounts): Existing Enterprise accounts, executive-led
- Tier 2 (40 accounts): Emerging growth accounts, sales led engagement
- 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:
- CTO/VP/Infrastructure Product: Solutions, Wins, Technical architecture etc.
- 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
- Digital campaigns increasing awareness and brand recognition
- 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 sequence 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%