B2B SaaS · Revenue ops
SaaS lead gen case study: Northline
4.1× more first conversations
A 90-day Pilot that turned a founder-led RevOps motion into a forecastable first-conversation engine.
Challenge
A RevOps platform stuck at $1.1M ARR. Founders could close, but they could not manufacture consistent first conversations with VP Sales and CROs at 50–200 person teams.
Solution
A 90-day Pilot that treated outbound as a product: one ICP, two domains, one campaign, weekly recaps — then a clean decision to scale once the meeting math was real.
The DFY system we installed
- Pilot scope: 1 ICP, 2 warmed domains, 1 live campaign
- CRO / VP Sales at 50–200 person B2B SaaS
- Weekly performance recap with creative kill/keep rules
- Handed the playbook to their AE before expanding inboxes
Pilot exists to tell the truth
Northline did not need a 12-month retainer. They needed proof that outbound could manufacture CRO conversations without the founders writing every email. The Pilot is designed for that: one motion, instrumented, killed or scaled on data.
The DFY system they kept
Infrastructure and list ops stayed with us. Messaging and close stayed with them. By day 78 they upgraded to Growth because the bottleneck had moved from 'can we get meetings' to 'can we run two ICPs without the quality falling over.' That is the correct problem to have.
What 'done-for-you' actually meant
They never logged into a sequencer. They never bought a data tool. They showed up to calls with a one-pager we attached to every booked meeting. That is the product: an outsourced sales pipeline that behaves like software, not a Slack full of questions.
Want the same machine?
Qualify in two steps. The calendar only opens if the numbers make the call worth both sides of the table.