Turning referral-led growth into a repeatable origination function.
Built an outbound origination function for an engineering services firm that had grown on referral and inbound alone.
- Sector
- AI and engineering services
- Markets
- US, UK, UAE
- Case study
- Systango
Where the business stood.
An AI and engineering services business with delivery strength and a thin front end. New revenue arrived through referral, marketplace listings, and founder relationships, which made the pipeline unpredictable and impossible to forecast beyond a quarter.
Stand up a selling function that originates demand independently of the founder's network, without diluting the technical positioning the firm had earned.
How the work ran.
Define
Segmented the addressable market by delivery fit rather than headcount, scored accounts against the work the delivery team wins most reliably, and set the entry sequence across the US, UK, and UAE.
Build
Built the outreach system end to end — data sourcing, sequencing, messaging built on delivery evidence — and productized two service lines so proposals stopped being written from scratch.
Scale
Handed operation to the internal team with trackers, qualification criteria, and a recurring market-intelligence cadence so the function keeps its own supply.
What the client owns.
- —Account scoring model and territory map across three markets
- —Outbound sequencing system with owner-level runbook
- —Two productized service offers with pricing architecture
- —Proposal and pre-sales asset library
- —CRM pipeline stages with qualification gates
- Engagement shape
- Diagnostic then build sprint
- Markets addressed
- US, UK, UAE
- Function owner at close
- Internal team
Fixed-fee diagnostic, then a scoped build sprint. Systems and assets transferred to the client at handover.
Other engagements.
Start with the founder-dependency audit.
Ten working days, fixed fee, a written read your team owns. The fee credits against the build that follows.