3x Pipeline in 60 Days - From Zero Outbound to Full System
How a B2B SaaS company built its first outbound motion from scratch, targeting CFOs and VP Finance at mid-market companies - and tripled its pipeline in two months.
The Challenge
P&L Automation is a B2B SaaS platform that helps mid-market finance teams automate month-end close and reporting. Their product was strong, their NPS was high - but their pipeline was 100% dependent on inbound, referrals, and founder-led sales. They had tried to hire an SDR but the results were inconsistent and the cost-per-pipeline-dollar was unsustainable.
The VP of Sales framed it clearly: "We knew our ICP. We knew what messaging worked. We just couldn't run outbound at scale without burning out our team or hiring 3 more people."
What AIMS Built
ICP research and ideal account list: 1,200 accounts matching CFO / VP Finance profile at companies with 50-500 employees in professional services and SaaS
Multi-step cold email sequence - 5 touchpoints over 18 days with personalized opening lines generated by AI from company news and LinkedIn activity
LinkedIn connection + DM sequence running in parallel targeting the same accounts from a different channel
CRM pipeline built from scratch in HubSpot - custom stages, deal scoring, and automated task creation when leads replied
Weekly A/B testing cadence: subject lines, value props, and calls-to-action rotated every 7 days based on reply rate data
The Timeline
Week 1-2
Account list built, sequences written and reviewed, CRM configured and connected to outbound tooling.
Week 3
First sequences live. Early replies coming in - 3 booked demos in first 7 days of sending.
Day 60
Pipeline: $847K in qualified opportunities. Lead-to-meeting rate holding at 12% across all channels.
Results After 60 Days
Pipeline grew from $280K to $847K - a 3x increase in 60 days
12% lead-to-meeting rate - well above industry average of 3-5% for cold outbound
43 qualified opportunities created from scratch with no inbound spend
CRM hygiene: 100% of deals tracked, scored, and assigned - eliminated spreadsheet chaos
SDR team now uses AI-generated first lines and sequences as templates - saving 8+ hours per rep per week
Running a B2B SaaS company?
Book a free strategy call. We'll audit your current pipeline, identify the fastest path to outbound, and show you what an AIMS-built system would look like for your ICP.
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