Case
Study
MAHDI MOTAMEDI
VP of Sales, Colossyan
“For the same price as an SDR, you can start with Air Marketing – you get a wealth of experience behind this one organisation, from invaluable sales tools that are often too expensive for a startup, to the best data suppliers, and effectively an SDR manager, a go-to-market manager, and a demand generation manager. You get the detailed reporting you’re looking for all with minimal demands on your own time. We got what we wanted and needed from Air – an outsourced sales department that managed our strategy from end-to-end, it’s made all the difference to our business.”
Colossyan
Overview
Colossyan is a global industry-leading technology company specialising in generative AI to facilitate workplace learning with their biggest regions being in EMEA and North America.
With the ability to create effective training from text to over 80 languages in just a few clicks, it’s an innovative and efficient solution for businesses worldwide. Their product helps to eliminate manual work, give humans extra abilities and ultimately help billions of people around the world to learn and be informed.
THE CHALLENGE...
Following their Series A funding, Colossyan connected with Air Marketing at seed round. They had the money to scale but not the time and internal resource to get the message out to blue chip companies who could benefit from their fantastic tool. As similar tools began to emerge in the market, Coloyssan wanted to understand their prospect’s needs and find them a unique solution that would support them in their business goals, whilst standing out as the obvious choice in the market.
“One thing that was clear to me was really how difficult it is to run an SDR unit, you need a demand generation team, you need all the tools, you need strategies, monitoring, tracking, and training. There’s a lot that goes into every new idea. Everyone’s got ideas on how to communicate with customers, it’s the execution that’s really hard to get right” says Mahdi.
Colossyan were looking for an outsourced team to produce a clear strategy that could disrupt the market, challenge their competitors, and drive global growth of the business.
Our Approach...
Beginning work in February 2024, we quickly got to work aligning with Coloyssan’s business objectives and delivering an end-to-end strategy that would see them go after the right prospects to drive their pipeline.
The outbound strategy was central to this – we worked closely together to integrate with Colossyan’s RevOps and other components as part of our thorough onboarding process that exceeded the client’s expectations in terms of the level of detail offered. Thanks to our industry-leading data tools and detailed reporting that allowed them to see where they could make marginal gains.
We provided an outsourced SDR unit that functioned as a seamless extension of Colossyan’s internal team whilst still allowing them to retain full visibility of all communications. Our team had company email addresses and were integrated into Colossyan’s HubSpot meaning everything is controlled and measured for ultimate peace of mind.
The Results...
Colossyan were looking to target blue chip companies with over 10,000 employees and achieve 20% of their pipeline from outbound efforts. As a result of Air Marketing’s work, they began getting the customers they were looking for, creating an Ideal Customer Profile (ICP) that typically retains and with which they can expand.
They achieved this 20%, generating over £500k in six months, with a high-quality lead being generated every 10 hours. These are fantastic results given that outbound was a new motion for them.
Not only has this helped with sales but it has also matured their business as their account executives pivoted to outbound and became more adept at data-driven decision making which has helped with their inbound sales too. Now the team is creating the requirement and the demand rather than merely presenting the solution.
What’s next?
Ones of the biggest draws for Colossyan was Air’s flexibility:
“We can scale up or we can scale down depending on our needs” says Mahdi “Now that we’re seeing trends, we need 40% of our pipeline to be outbound, with enough notice we can scale that up and that’s a conversation we’re having with Air at the moment – how we scale that up, especially in different regions.”
Mahdi cites the best part of this meaningful growth as being the cost “We did it at the cost of an SDR, so it wasn’t a big outlay. If you think about the cost of acquiring and hiring an SDR, ramping them, the time it takes to bring them up to speed and the sunken costs of these efforts if you don’t get it right, then passing that on to another organisation is really powerful.”
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