The problem
ChaChing had reps ready to close but no machine feeding them. Building and staffing outbound — sourcing, enriching, sequencing, following up — is a function most teams never get around to standing up. The harder problem showed up once it was running: the obvious target list, the one any agency would have built, was the wrong one, and the reason had nothing to do with the copy.
What we built
We operate their outbound end to end. Incoming targets are enriched with the contact and firmographic data that makes them reachable, run through outreach sequences we manage, and the replies and qualified leads flow straight into their pipeline for the reps to close. We also optimized their website so the traffic it earns converts harder.
Qualifying on who can adopt, not who looks right
The product migrates live subscription billing. That constraint decides who is reachable, and it does not line up with the firmographics outbound tooling is built to filter on.
Company size is a proxy that points the wrong way here.
Targeting by size and category selects for exactly the businesses least able to move — complex pricing, billing wired deep into the product, and a committee that has to agree. The bigger and more established the target looked, the less migratable it actually was.
The diagnosis was in the product, not the campaign.
Rewriting subject lines would not have fixed a list of companies that could not have said yes. We went back to what the product can actually migrate today and rebuilt the definition of a qualified account from there.
The filters are now the constraint, written down.
An account qualifies on billing platform, pricing shape, how deeply billing is integrated, whether one owner can decide, and whether the volume justifies moving at all. A prospect that fails any of them never enters a sequence, however good a logo it would make.
Segments follow the constraint rather than the org chart.
The rebuilt targeting went after owner-led businesses billing on simple recurring plans — the shape the product serves now — instead of the category the company nominally sells into.
Where it landed
Their reps open the pipeline already full of contactable, warmed-up leads — without hiring an SDR team or building the tooling behind it. The outbound function exists, and someone else runs it.
