01
Defined the ICP
Pinned down high-fit industries, company sizes and personas, prioritizing accounts with the operational pain Momentum solves.
Case Study
How Momentum Built a Pipeline Engine Ahead of Its Salesforce Acquisition
We turned a small, unstructured outbound effort into a focused SDR team that tripled pipeline, lifted ACV 30% and ramped new reps 60% faster.
- Client
- Industry
- Revenue intelligence SaaS
- Engagement
- 2023
- Services
- ICP, messaging, SDR hiring & management, KPI frameworks
3x
Pipeline Growth
+30%
ACV
60%
Faster Ramp Time
Acquired
by Salesforce
01 — The Starting Point
Early promise.
Early promise.
No system.
In early 2023, Momentum's outbound team was working hard, but the motion around them wasn't built to scale.
- A small SDR team booking a limited number of meetings
- Weak SDR–AE alignment and friction at handoff
- Inconsistent, feature-heavy messaging
- Low ACV, a sign of loose targeting
- No defined ICP or standard KPIs
02 — What We Did
From meeting volume
From meeting volume
to pipeline quality.
Six changes, each aimed at deals that close, not activity that looks busy.
02
Deepened product knowledge
Trained SDRs to talk outcomes, not features, and tie every capability to a prospect's revenue.
03
Built the messaging
Standard narratives by persona and use case, centered on visibility and forecast accuracy, packaged into repeatable plays.
04
Implemented KPI frameworks
Moved from activity counts to pipeline-quality metrics, with leading indicators that made coaching consistent.
05
Structured hiring
Hired for curiosity, coachability and commercial thinking. Onboarding built around customer problems, not scripts.
06
Introduced SDR–AE pods
Paired each SDR with a dedicated AE for tighter feedback, better qualification and shared ownership of outcomes.
Operating systems behind the team
SDR career path
Clear progression criteria for every rep.
Retention
Ramp-up plan
Expectations at 6, 12 and 24 months.
Faster time-to-value
SDR–AE pairing
A formal process for alignment and feedback.
Deal progression
New comp plan
Pay tied to outcomes, not activity.
Incentive alignment
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The Transformation
Before & After
DimensionBeforeAfter
Team focusMeeting volumePipeline quality
MessagingFeature-focused, ad hocOutcome-focused, standardized
SDR–AE alignmentWeak, siloedPaired pods, shared ownership
KPIsActivity metricsRevenue-contribution indicators
ICPUndefinedClear industries, sizes & personas
HiringReactive, unstructuredCuriosity & coachability first
ACVLow, loose targeting+30% from a sharper ICP
03 — The Results
3x pipeline.
3x pipeline.
Better unit economics.
Outbound stopped being a meeting factory and became a predictable source of qualified revenue.
- Higher-quality meetings and stronger conversion
- Tighter SDR–AE collaboration and deal progression
- ACV up 30% on sharper ICP targeting
- New reps productive 60% faster
- Predictable pipeline and lower cost per opportunity
Proof
Real replies to our outreach.
Unedited responses from prospects to outreach written by Outera SDRs.
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04 — Strategic Outcome
A GTM foundation
A GTM foundation
built to last.
The work contributed to the GTM foundation Momentum had in place ahead of its acquisition by Salesforce.
Repeatable pipeline
A system that produces qualified opportunities consistently, without relying on individual heroics.
Clear value positioning
A sharper story about the outcomes Momentum delivers, used consistently across every touchpoint.
Scalable infrastructure
Hiring, ramp, KPIs and comp that hold up as the team grows.
Your New Outbound Era
Ready to build
Ready to build
your SDR engine?
We'll show you exactly what we'd change first.
Let's talk outbound