From founder-led sales to a repeatable outbound engine (ICP + signal-based targeting)

Company / segment

Mid-market to enterprise software and services.

Background

Yenlo wanted to build a sales motion that did not depend on the founders. Sales was happening, but it was not repeatable, and it was difficult to scale beyond founder capacity.

The challenge

The go-to-market motion was largely founder-led, with limited structure to:

• Define and operationalize an ideal customer profile (ICP).

• Prioritize segments and accounts consistently.

• Build predictable outbound activity that compounds week over week.

Rolling out

We set up a structured foundation for pipeline creation and account prioritization:

• Analyzed the market and existing customers to establish a clear ICP and segment definitions.

• Identified high-potential target accounts using technology signals and timing triggers.

• Enriched target accounts with details on platform usage, complexity, and key decision makers.

• Designed a segmented outbound approach with consistent steps, messaging inputs, and follow-up structure.

• Created a practical prioritization model so the team could focus on the most urgent and most likely opportunities.

What was built

• ICP framework and segment definitions

• Target account list per segment

• Account enrichment model for qualification

• Outbound structure and operating rhythm

• Territory and prioritization model for pipeline creation

Results

• A clear, shared understanding of who to target first and why

• A repeatable outbound foundation that the team can run without founder dependency

• Better focus and consistency in pipeline-building activity