Background

Tina leads sales at On The Stage, a Series B SaaS company built for the world of live performance. Her team of 20+ reps sells to theaters, schools, and entertainment venues — a niche where data gaps are the norm and decision makers rarely have LinkedIn profiles. With a fast-moving outbound engine and hundreds of leads to sort through, Tina knew that guessing who to call next wasn’t a strategy. To scale smartly, they needed a way to separate standing ovations from dead ends.

Challenge

When Tina Thayer joined On The Stage (OTS) as their VP of sales, she quickly saw two major problems with their GTM motion:

1. Reps were working leads that often would end up having a very low ACV

2. Reps were spending about 4 hours per day manually researching and putting leads into sequences

At the crux of the problem? Bad data. Their ICP – theaters – often weren’t in Zoominfo and basic attributes like employee size weren’t reliable for predicting good-fit accounts. 

Defining Key ICP Criteria Based on Past Deals

Based on historical won and lost deals, Tina and her team analyzed ten different data points that might indicate ACV and fit.

OTS found that three key factors separated high-value prospects from low-value ones:

1. Gross Receipts: Publicly available nonprofit revenue data, which indicated financial health.

2. Venue Type: Community theaters, K-12, higher education, and entertainment organizations all had very different average ACVs.

3. Competitor Usage: Which ticketing provider a company used often indicated whether they were SMB or mid-market.

This was a huge breakthrough for Tina and her team. However, they quickly realized there was no easy way to actually monitor and enrich these attributes across their prospect accounts.

Choosing Orbital Over Other Options

“I spent six months talking to every provider out there, and no one could even get close to what we needed. Then I talked to Orbital, and it was like – wait, is this too good to be true?”

Before discovering Orbital, Tina spent six months testing out every possible solution, but none could track the custom attributes her team needed for theaters. Her team even considered building a custom AI-powered solution, but the development effort would have taken months and disrupted their engineering roadmap.

Then, Tina came across Orbital. After seeing the platform, she realized that Orbital’s AI agents could capture the level of nuance that On The Stage’s ICP required. Even though her executive team was weary – having been burned by data providers in the past – she was able to get them on board with Orbital.

Segmenting Leads Based on Estimated ACV

“We now have a totally new playbook for how to segment accounts. We know without doubt who is worth our time reaching out to and who should be in a fully automated sequence.”

Within 30 days of signing with Orbital, OTS was able to automatically enrich all of their key attributes, score every CRM account, and sync the data into Salesforce and Salesloft.

For the first time ever, OTS had full visibility into which accounts were worth investing time into. Overnight, Tina was able to start sending all low estimated ACV accounts into a no-touch outbound sequence and assign all good-fit prospects to her SMB and mid-market teams based on estimated ACV.

Doubling Number of Prospects Sequenced Per Day

“Before Orbital, we had no way to scale this process. Now we’ve been able to sequence twice as many prospects per day…I’m getting twice as much output from the team.”

Before Orbital, reps were spending about four hours a day manually collecting data and customizing outbound sequences. With Orbital, Tina had all of the key attributes needed to automatically generate powerful outbound sequences, like exact type of venue (community theater, K-12), their seating capacity, what competitor they were using, and other key details. 

Using these attributes, Tina and her team were able to set up campaigns that spoke to the prospect’s exact pain point and run these campaigns on autopilot. This let reps sequence twice as many prospects per day and also gave them more time to focus on selling.

Just the Beginning

Now that their core CRM accounts have been enriched and segmented, Tina is starting to use Orbital to auto-enrich all inbound leads as well as enrich conference lists and other new accounts. Looking ahead, she has a bunch more ideas for how she’s going to use Orbital to continue getting smarter with scoring and to automate more custom outbound sequences.

Closing Thoughts

“I can't even tell you this is, like, game changing for our business. This is by far the one of the biggest changes we've been able to make for our sales team. People are stoked. They're really stoked.”

Before Orbital, On the Stage’s GTM motion was messy – with reps chasing the wrong leads and manually doing everything. Now, OTS is cleanly prioritizing leads based on revenue & fit and reps are only spending time on the tasks and accounts that are worth their while.

Tina considers Orbital one of the best decisions her company made in the past year. Want to bring Orbital to your company? Book a demo today.