Background

Pierce Birkhold, Founder of Realwork, runs one of the most efficient and effective outbound SMB machines we’ve witnessed at Orbital. With 30+ reps and a one-call sales cycle, Pierce and his revops team scrutinize over every single metric in their sales pipeline.

The challenge? Realwork’s ICP is home service SMB owners. Who are notoriously impossible to track down.

Before Orbital: Internal Tooling + Clay

Before Orbital, Pierce and his team built an internal Google Business Profile scraper and combined this with Clay to try to find contacts. Realwork built out custom prompts in Clay to find business owners, but faced a steep learning curve requiring their BI team's involvement.

“[Clay] isn't just a Betty Crocker add your own egg. This is, like, this is some from scratch sh*t. Like, I could cut my own hair, but I shouldn't do that”

Even after significant investment, the solution they built in Clay built only found business owners for about 20% of their Google Business Profiles.

“We were using Clay and like, scantily getting names and information…it was right maybe 20% of the time. it was next to impossible for us to take a website or take a GBP listing and then output a name with any level of confidence.”

Then, one day Pierce came across Orbital. At first, he was skeptical. Especially after seeing limited success with Clay for his use case.

“When we first heard from y'all, I was like is this just another bullsh*t group coming out saying they can do AI better than an established name?”

But quickly, he was proven otherwise.

Reaching 2x As Many Decision Makers Per Day

“Our previous process, we were one in 10 dials to a DM, which, to be clear, is disgustingly good, but with Orbital, we're one in 4.8.”

In the first set of Orbital leads Pierce’s team called, they saw their pipeline metrics improve across the board. This continued to hold true after 10,000 dials. 

Here are the stats they’ve observed after 10,000 calls:

Dials to Decision Maker: Improved from 1 in 10 to 1 in 4.8.

Connect Rates: Orbital leads generated 21% connect rates versus ~10% from other sources.

Owner Match Rate: Orbital had a 87% match rate for finding owners for GBP businesses, compared to 10% that Realwork saw with other tools. Pierce described this as “eye popping.”

Powering the Best Month in Company History

The impact? In the first month of using Orbital, Pierce's team took 10,000 existing leads that had been unusable and turned them into their best month in company history – closing over $1M in new ARR in less than 30 days.

Even crazier – this was during their slow season (summer). “It’s like we're defying gravity,” Pierce explained.

"The rep time to reach a decision maker and our cash conversion cycle effectively was more than cut in half…that's why we had our best month of all time last month."

Advice for GTM Teams Looking for an Edge

As we wrapped up our conversation with Pierce, we asked if he had any advice for GTM teams looking for an edge.

Pierce’s closing thought was this: do everything you can to eliminate time reps spend on prospecting or bad leads.

“If you're a sales leader and you don't think that talking to gatekeepers or prospecting are a total waste of your team’s time, then you're just not good at sales. A lack of intelligence from rev ops or prework on a lead translates to more work on the rep. Any increase in one segment of your sales funnel is an increase overall.”

Want to double the number of ICP leads you can reach a day? Book time with Orbital today.