Case study 01 · Non-human identity

90 days to a working GTM system: the data that showed which offers convert

The client is a non-human identity (NHI) platform: workload IAM for AI agents and service-to-service communication. A technical product sold to security leaders, the hardest buyer to reach with generic outbound.

90 days
from audit to an operating system. Tenant live, first campaign measuring.
110,984
contacts qualified across 29,853 companies, mapped, scored and routable
67%
interested rate on the offer family the system identified as the winner
Before / after

Two CRMs and scattered intent, rebuilt into one operating loop

Before / the audit
After / 90 days later
Prospecting
Manual, BDR-led
Mapped, scored, routable contacts, refreshed on demand instead of rebuilt per campaign
Contact records
Split across two CRMs, roughly half with no lifecycle stage
Signals, scoring, routing and CRM sync in one place
Firmographics
Most accounts with no industry
110,984 contacts across 29,853 companies, fully classified
Intent signals
Scattered sources, the enrichment platform barely used
Every scoring decision carries its evidence: the record, the signal, the link
Prioritization
None. Reps chose by instinct
Buyers prioritized automatically for reps, with QA and reporting on every record
Five tools became one operating loop. Enrichment, copy generation and contact data retired, at the same operating cost.
Who replied

Not volume. The buyer.

14 buyer-grade conversations opened in the first 90 days, with global industrial manufacturers and aerospace among them, before the offer-optimization phase began.

"Yeah, go ahead. I'm evaluating solutions now and it fits."
Internet infrastructure platform
"How does Tuesday look for a short meeting?"
On-demand logistics platform
"Send to me and cc our CISO."
Global industrial manufacturer
Global industrial manufacturer
Internet infrastructure platform
On-demand logistics platform
Aerospace manufacturer
The offer test

The quarter had one job: find the offer that converts

It did. And it retired the ones that don't. The system tested three offer families in parallel. The market answered in 30 days: events 67%, generic mass outreach zero. Budget moved to the winner before a second dollar was wasted.

67%
40%
7.4%
3.9%
0%
Security conference invite
Event · replicate
Partner happy hour
Event · replicate
Industry research report
Data asset · expand
Checklist
Data asset · expand
Generic mass outreach
11,514 contacted · retired
0%
The control group that proved relevance beats reach.
Why we publish the 0%

We read 22 case studies from the platforms and agencies in this category. None publish the campaign that failed. We publish the zero because the finding is the product: a system that tells you what to retire is worth more than a vendor that hides it.

Which of your offer families is the zero? The diagnostic finds it in 5–10 working days.
If it doesn't surface at least 3 pipeline leaks you'd pay to fix, you don't pay.
Get the diagnostic
What the 90 days produced

A calibrated engine, and a roadmap written by the market

The build phase is over. The next quarter replicates the event formats, retires the rest, and ties pipeline to source in the CRM. The client's own demand leader sets the direction; our operators run the system.

Event formats replicated on the calendar, not re-invented per quarter
Pipeline tied to source, board-ready inside the CRM
Client quote
CMO, non-human identity platform
How we measure

Every figure is pulled from the operating systems themselves: the CRMs, the sending platforms, the engagement tools, the Demand Compass™ ledger, with baselines drawn from the initial audits, and was shared with each client before being shared publicly. Reply classifications are human-reviewed; positives exclude auto-replies. Scored records retain per-lead evidence links (the signal, the post, the source), so claims can be audited row by row. We publish the cohorts that produced zero. The finding is the product. We do not report "influenced pipeline" and we do not publish multiples we can't show the math for.

See the demand you can't see. Then the leaks that lose it.

The audit shows you the demand you can't see. The diagnostic shows you why your system misses it. The engine makes sure you never miss it again.

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