Infrastructure Monitoring Co.

The situation

A $12M ARR infrastructure monitoring company came to us after six months of declining outbound performance. They had a solid product, a healthy existing customer base, and a motivated sales team. But new pipeline had dried up almost entirely.

What we found

After auditing their GTM motion, the problem was clear: they were targeting IT Directors when their actual champion — the person who felt the pain, championed internally, and drove the buying decision — was consistently the VP of Engineering.

The gap seems subtle, but it changes everything: the messaging, the channels, the trigger events to watch for, and the objections to anticipate.

What we did

We rebuilt their ICP definition from scratch, using their last 20 closed-won deals as the source of truth. Then we rewrote their outbound sequences with new messaging aligned to the VP of Engineering's world — infrastructure reliability, on-call burden, and the cost of incidents.

We also deployed an AI outreach agent to handle personalization at scale, pulling from real-time signals like job postings and engineering blog posts to make each email genuinely relevant.

The results

Within 45 days, outbound reply rates had tripled. Within 90 days, they had generated $1.2M in new pipeline. The VP of Sales called it "the fastest ROI we've ever seen from a GTM investment."