ERP Implementation Partner Built an Outbound Engine from Zero
Details shared with permission.
Situation
An ERP implementation partner with 45 employees had no outbound sales motion. All business came through the ERP vendor's partner referral program and word of mouth. When the vendor changed their referral program, the partner's lead flow dropped by 60% overnight.
What was unclear
The company had never needed to generate its own leads. There was no ICP beyond "companies that use this ERP." The sales team had no outbound skills, no prospecting tools, and no outreach playbook. Leadership was unsure whether outbound would work for a services business.
What we changed in the system
We defined an ICP based on company size, industry, ERP version, and common implementation pain points. We built a multi-channel outbound playbook combining email, LinkedIn, and phone. We trained the team on prospecting fundamentals including research, personalization, and follow-up. We started with a 6-week pilot targeting 200 accounts to test messaging and ICP assumptions.
What improved
The pilot generated 14 qualified meetings from 200 targeted accounts. Within 6 months, outbound was generating 40% of the company's new pipeline. The team closed 2 enterprise deals worth over $300K combined from outbound-sourced leads. The company reduced its dependency on the vendor referral program from 80% to 35%.
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Outbound Activity Growth
Channel Mix
Outbound Results Summary
| after | before | metric |
|---|---|---|
| 720 | 0 | Total Touchpoints/Month |
| 15 | 1 | Meetings Booked/Month |
| $340K | $20K | Pipeline Generated |
| Month 3 | Never | First Deal from Outbound |
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