Morocco-based B2B SaaS
+3.2× qualified pipeline in 90 days
A post-Series-A scheduling SaaS with €2.4M ARR had flat outbound reply rates and a 28-day sales cycle that kept slipping. We rebuilt their inbound + outbound as a single automation, cut the cycle to 14 days, and tripled qualified pipeline without increasing headcount.
Results
Qualified pipeline
+3.2×
Measured on 90-day rolling average vs. pre-engagement baseline.
Sales cycle
28d → 14d
From first qualified touch to contract signed.
Reply rate
4% → 22%
On outbound sequences after AI-personalized open-line rewrite.
Cost per MQL
-54%
Attributed to channel-mix rebalance + intent-signal lead scoring.
The situation
The client was seeing healthy top-of-funnel metrics but a stalled pipeline. Sales calls were happening, proposals were going out, but close rates had dropped from 28% to 16% over two quarters. Leadership blamed the outbound SDRs. The SDRs blamed the inbound team for sending unqualified leads. Everyone was right about a small piece and wrong about the big one.
What we found
An audit of the last 400 lost deals surfaced a pattern: 30% of "lost to no decision" had never received the follow-up email the CRM workflow was supposed to fire. Zapier had timed out silently on a webhook a year earlier, and no one noticed because there was no observability.
On the top-of-funnel side, the outbound sequences all opened with "I hope this finds you well" and a generic pitch. Reply rates were low because the messages were generic.
What we shipped
Week 1: replaced the Zapier patchwork with an n8n workflow, with retries, dead-letter queues, and a Slack alert on any step failure. 400 backlog follow-ups went out over 5 days.
Week 2–3: built an AI-agent sequence rewriter. Each outbound message now opens with a specific observation about the prospect's company (a recent hire, a product launch, a job posting). Generic opens flagged and replaced before send.
Week 4–6: rebuilt the lead-scoring rubric against the historical closed-won dataset. Inbound leads now arrive in the CRM with a 0–100 score and a reasoning paragraph. SDRs work the ≥70 queue first.
Week 7–12: channel-spend rebalance. A saturation analysis showed the client was over-indexed on LinkedIn Ads (steep saturation curve past €8K/mo) and under-indexed on Google Search for their top 40 competitor keywords. Rebalanced €14K/mo in ad spend with zero incremental budget.
The numbers now
The quarterly board deck shows a line that goes up. The SDRs aren't working harder; they're working on the right leads. The CFO stopped asking what LinkedIn Ads was doing because the automated weekly report now tells her.
What's next for this client
Phase 2 kicks off this summer — extending the same automation spine to the EMEA expansion. Same playbook, new geography.
“The difference wasn't the tools — it was that someone actually shipped the automations we'd been talking about for a year.”
Your pipeline, next
Could be your number we’re writing about next quarter.
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