Background

When Jacob Beyer took over revenue operations at Belfry, the CRM had 10,000 physical security companies in it. 

On paper, that's a defined TAM. In practice, most of those records were shells. No contacts. No way to tell if the business was still operating. Some had shut down years ago, and reps were still calling them.

Belfry runs 10 full-cycle AEs out of Austin and remote, no SDRs. Jacob's CRM couldn't tell him which of those 10,000 accounts were worth assigning.

The before state

Without any scoring, reps had to figure out which accounts were worth calling on their own.

"It was like natural selection. The ones they called into and got more data from, they naturally became the ones they worked on. The ones they couldn't get data from just sat there."

The contact data was a mess. Some of it came from Apollo, some from other vendors, some reps had dug up themselves. Jacob couldn't tell which was which.

Unlocking the TAM

Physical security companies are easy to identify by name. 9 out of 10 have "security" right in it. Belfry had 10,000 of them. But a name in the CRM doesn't mean a rep can pick up the phone and reach someone.

Jacob ran the full list through Orbital.

Active domains, physical security keywords on the website, and verified contacts with a valid email, phone number, and title match Belfry's personas.

About 55% came back enriched. Of those, 85% had enough to assign to a rep.

Scoring accounts and building territories

Jacob scored those accounts from ‘A+’ to ‘D’. 80% of those were enriched by Orbital

"Before, there was no ranking. Everyone gets 400, and it's sort of like, let's see who gets what. Now we can say it's an equitable split."

Jacob now distributes accounts with balanced grades across every book. The scoring also gave him visibility into rep activity.

Reaching contacts Apollo and ZoomInfo miss

Physical security companies are SMBs with almost no digital footprint. The owner's email is a Gmail address. The website is one page. 

"We're talking to folks where their company email is [email protected]. Their website might be a single page. We have a better chance with Orbital finding people with low online presence."

Apollo and ZoomInfo are built for companies with LinkedIn profiles and corporate domains. Orbital found contacts by pulling from state government licensing databases, one of the few paper trails these businesses leave.

"In the past, I'd get interns or hire lead development reps, and that's all they do. Now you don't hire people to do that."

Today, Orbital runs it in the background.

$5M+ in pipeline, $1M+ closed:

Belfry tracked every deal back to the contact that sourced it. Any contact Orbital touched, whether that was finding a new phone number, adding a LinkedIn URL, or sourcing someone who wasn't in the CRM at all, got tagged in HubSpot.

The total: $5M+ in pipeline. $1M+ in closed revenue.

Want to turn a raw TAM into scored territories for every rep? Book a demo with Orbital.