When Jules stepped into the Director of Revenue Operations role at a leading scrap metal SaaS platform, she didn’t expect her first challenge to be… Google Sheets.

Freshly promoted from AE, Jules quickly uncovered a major drag on their sales team’s efficiency. Reps weren’t losing deals, they were losing time. Hours each day went into researching accounts, enriching data, and trying to figure out which prospects were even worth calling.

The real problem? No existing tools captured the unique signals that actually mattered in the scrap industry.

The Hidden Costs of Manual Research

Across the sales floor, AEs and BDRs were spending 10–15 hours per week manually researching accounts. They’d open 300 browser tabs, hunt down clues, and try to make sense of whether a company was truly in their ideal customer profile.

Meanwhile, Jules was spending 3–4 hours per US state just trying to expand their total addressable market. Scraping Google. Cross-referencing spreadsheets. Running manual checks. It took weeks to add in enough accounts into a new rep’s territory.

Finding the Right Fit

Platforms like ZoomInfo weren’t cutting it.

“I remember ZoomInfo specifically saying ‘we can easily do these custom signals’ but then the sample return wasn't great.”

For the scrap yard market, the difference between a good lead and a dead-end came down to nuanced, vertical-specific signals like:

• Ferrous vs Non-Ferrous

• Open to the public

• Location count

• Auto parts keywords (to disqualify junkyards)

These weren’t in any standard CRM or database. But they were crucial for separating high-value opportunities from noise.

After months of evaluating tools, Jules discovered Orbital.

Unlike legacy databases, Orbital didn’t just offer static fields. It deployed AI agents that actually understood Jules’ criteria and applied it across the entire market.

Increasing TAM By 60%

The first thing Greenspark tackled with Orbital was using Orbital’s TAM scan product to uncover every single detectable scrap metal recycling yard in the US. 

Orbital’s TAM scan yielded a 60% increase in qualified accounts, getting them an estimated 95% coverage of their TAM accounts. This enabled them to confidently go hire several additional sales reps.

Saving 10 Hours/Week/Rep in Manual Research

“Each state took 10 to 15 hours of the AE or BDR’s time and like 4 or 5 hours of my time.”

Before Orbital:

• 2 hours/day per rep wasted on research

• Weeks to expand into new states

• Strategy bottlenecked by data gaps

With Orbital:

• Custom signals auto-enriched across entire TAM accounts

• Reps could bulk update and start cold calling

• Jules could re-focus on strategic growth, not spreadsheet wrangling

Automating Account Scoring

“We were able to use attributes like ‘ferrous/non-ferrous’ and ‘open to the public’...as predictors of tier one accounts.”

From there, Greenspark built out an ICP score based on the 5+ unique data points Orbital was tracking. This let them identify the best accounts across their entire TAM and prioritize outreach efforts accordingly.

Assigning Fair, Data-Driven Territories

"We would not have been as confident with our territory revamp if we didn’t have 95% of all scrap yards across the US and Canada in our CRM.”

Once Greenspark had complete visibility into their TAM and the ICP score of each business across it, they revisited their territory assignments.

With the new data, Tyler – their VP of Sales – was able to fairly redesign territories from scratch based on account density and fit across the US.

Just the Beginning

With Orbital, Jules and her team have been able to move faster, qualify smarter, and sell more confidently. What used to take weeks of messy, manual research now takes minutes – with richer, more relevant data than ever before.

And Greenspark is just getting started.

Want to transform your go-to-market strategy with complete TAM visibility? Book a demo with Orbital today.