How Northwind grew outbound pipeline 214% in five months
· 6 min read
Northwind sells workforce planning software to mid-market operations teams. When they came to us, their twelve SDRs and AEs were working across a data provider, a separate verification tool, a sequencing product and a spreadsheet that acted as the real pipeline of record.
The cost was not licensing, it was latency. A lead sourced on Monday was enriched on Tuesday, verified on Wednesday and, if nobody forgot, sequenced on Thursday. By then the trigger that made the account interesting was a week old.
Consolidating onto SigmaGTM collapsed that to a single automated path. Saved searches feed enrichment, enrichment feeds verification, and anything that clears verification enters the right sequence the same hour. Dana Whitfield, their VP of RevOps, described the change as removing four handoffs that nobody had ever put on an org chart.
The measurable results after five months: bounce rate fell from 11% to 1.8%, meetings booked per rep per month went from 6.2 to 18.4, and sourced pipeline grew 214% against a headcount that stayed flat. Average time from list to first touch dropped from 4.5 days to under two hours.
The part the team found most valuable was less dramatic. Because attribution now lives in the same system as sending, their monthly pipeline review stopped being a reconciliation exercise between marketing and sales dashboards and became a conversation about which segments to double down on.