How Van Mossel Rebuilt Outbound with Signal-Based Scoring

Company / segment

Enterprise B2B auto leasing (SMB segment).

Background

Van Mossel wanted to make outbound work better in-house and improve margins. The existing outsourced sales setup generated a lot of noise and too little signal.

The challenge

The outsourced model produced low-quality leads and little control over targeting and qualification. Over roughly 9 months, the activity resulted in only 3–4 meetings, despite meaningful budget and effort.

Rolling out

We rebuilt the targeting and qualification layer so the outbound motion could be run internally:

• Implemented a custom account scoring model based on unique, high-intent signals.

• Evaluated accounts using signals such as mobility service context, lease indicators, contract timing, and fleet potential.

• Estimated fleet size per company where possible, combining enrichment with additional data sources and observable location or behavioral signals.

• Calculated the expected financial impact per account using relevant lease and cost drivers.

• Built a focused regional list of companies that truly matched the ICP and target profile, ready for execution by an in-house team.

What was built

• Signal-based scoring model

• ICP/TAM target list with qualified accounts

• Account enrichment layer (fleet and company data)

• Impact calculations per account

• Internal process to run and iterate outbound targeting

Results

• A clear list of ICP-fit, qualified companies to contact

• Higher lead quality than the outsourced approach

• A repeatable foundation to run outbound profitably in-house, with more control and better prioritization