From founder-led sales to a repeatable commercial approach

Company / segment

Mid-market to enterprise software and services.

Background

Yenlo wanted to make commercial growth less dependent on its founders. Together, we built a structured outbound approach with a clear ICP, focused account prioritisation and a consistent rhythm for pipeline generation.

The challenge: Growth was too dependent on the founder’s knowledge and involvement

Yenlo was generating revenue, but its commercial approach was difficult to repeat. Much of the knowledge about the market, high-potential accounts and commercial priorities sat with the founder.

To continue growing, that knowledge needed to be translated into an approach the commercial team could execute independently and consistently.

No clearly actionable ideal customer profile

There was not enough structure to translate the ideal customer profile into clear segments and concrete target accounts.

No consistent account prioritisation

The team lacked a consistent method for determining which accounts had the highest commercial potential and deserved attention first.

New customer acquisition was not sufficiently repeatable

Without a fixed structure for targeting, messaging and follow-up, pipeline generation remained too dependent on individual knowledge and initiative.

The approach: From market insight to focused account prioritisation

We first created more structure around the market and the ideal customer profile. We then translated those insights into concrete account lists, relevant signals and a repeatable approach for targeted new customer acquisition.

01 — Refined the ideal customer profile and segmentation

We analysed the market and existing customers to make the ideal customer profile more concrete and clearly define the most relevant market segments.

02 — Identified high-potential accounts

Based on the ideal customer profile, technology characteristics and relevant buying signals, we identified the accounts with the greatest commercial potential.

03 — Enriched account data

We enriched target accounts with information on areas such as platform usage, complexity and relevant decision-makers. This gave the team more context to qualify accounts and approach them in a more targeted way.

04 — Built a prioritisation model

We developed a practical model that helped the team determine which accounts deserved attention first and why.

05 — Built a repeatable new customer acquisition approach

Targeting, messaging, follow-up and the operational rhythm were combined into one clear way of working that the team could execute independently.

What we built: The commercial foundation for structured customer acquisition

The approach was translated into concrete components that Yenlo could use and continue to develop internally.

ICP & segment definitions

A shared framework defining which organisations fit Yenlo and which segments should receive commercial priority.

Target account lists

Focused account lists by segment, based on the ideal customer profile and relevant signals.

Account enrichment

Additional market and account data to improve qualification and personalisation.

Account prioritisation

A clear methodology for focusing commercial attention on accounts with the highest potential.

Outbound structure & rhythm

A consistent approach to targeting, messaging, follow-up and continuous pipeline generation.

The result: From individual knowledge to an approach the team can execute independently

Yenlo gained a shared understanding of which accounts should be prioritised, why they are relevant and how they should be approached.

As a result, the commercial approach became less dependent on the founders and easier to transfer to the wider team.

✓ A clear and operational ICP

✓ Clear segmentation and account prioritisation

✓ A repeatable outbound structure

✓ Greater focus and consistency in pipeline generation

✓ An approach the team can execute independently

From insight to execution: What this case demonstrates

Predictable commercial growth does not start with more outbound activity. First, you need clarity on the market you serve, which accounts deserve priority and why.

By capturing that commercial logic in data, prioritisation and a consistent way of working, you create a system that no longer depends on individual knowledge.