SignalStack is a B2B SaaS company that sells a sales intelligence and workflow automation platform to mid-market software and business services companies. The company has reached $8.4M ARR, sells primarily through founder-led inbound and referrals, and is now trying to build a repeatable outbound motion to generate net-new pipeline. You are advising the VP of Revenue on how to approach cold calling, cold emailing, and social selling over the next two quarters.
SignalStack's board expects the company to grow from $8.4M ARR to $12M ARR in the next 12 months. Inbound lead volume has flattened, and the current sales team lacks a clear outbound playbook. Leadership must decide how to allocate budget and headcount across cold calling, cold emailing, and social selling, while defining target segments, messaging, and channel mix. The goal is not just activity growth, but a predictable net-new pipeline engine that can support future hiring.
| Metric | Current State |
|---|---|
| ARR | $8.4M |
| Average contract value (ACV) | $18,000 |
| Gross margin | 82% |
| Sales cycle | 45 days |
| Win rate from qualified opportunity to closed-won | 22% |
| Outbound Benchmark / Internal Test | Result |
| --- | ---: |
| Cold email reply rate (recent pilot, 12,000 emails) | 3.1% |
| Cold email meeting-booked rate | 0.7% |
| Cold call connect rate | 9% |
| Cold call meeting-booked rate per dial | 0.9% |
| Social selling acceptance rate (LinkedIn connection requests) | 28% |
| Social selling meeting-booked rate per connection | 4.5% |
| Team / Budget Constraint | Value |
| --- | ---: |
| Current outbound team | 3 SDRs, 2 AEs, 1 marketer |
| Quarterly incremental GTM budget available | $180,000 |
| SDR fully loaded quarterly cost | $32,000 |
| Sales tech + data budget already committed | $24,000 per quarter |