From the wrong buyer to 63 enterprise calls in 10 weeks
A one-level ICP shift, from individual developers to VP Engineering and CTO, that changed the entire trajectory of the pipeline.
Revenue attributed to the engagement in 10 weeks
"We were not reaching the wrong market, we were reaching the wrong level in the right market. MSH identified this in the first week. The results followed immediately."
- Identified the core problem in week 1, the ICP was three levels too low, reaching developers instead of budget holders.
- Rebuilt the prospect list from scratch, 2,760 verified VP Engineering and CTO contacts at 100 to 1,000 employee companies.
- 63 enterprise calls booked in 10 weeks, 100 percent at VP Engineering or CTO level, average deal size up 2.3x.
Stackify built great tooling. It kept landing with the wrong buyer.
Stackify's outreach was landing with individual developers who had no purchasing authority. Great product, completely wrong audience for a sales motion.
We shifted the ICP to VP Engineering and CTO at 100 to 1,000 employee B2B tech companies, and rebuilt the messaging around team velocity and cost per engineer instead of technical features.
Before vs After Metro Surge House
Before MSH
- Outreach landing with developers, not budget holders.
- Messaging built around technical features, not business impact.
- No signal-based targeting, prospecting was manual and broad.
- Reply rate flat, no sense of which level actually converts.
- No enterprise-ready sequence or credibility hooks.
After MSH
- ICP corrected to VP Engineering and CTO at 100 to 1,000 employees.
- Messaging reframed around team velocity and cost per engineer.
- Signal-based targeting on companies actively scaling engineering.
- Reply rate up 3.1x, 100 percent of meetings at VP level or above.
- 6-touch enterprise sequence with technical credibility hooks live.
Three Systems Working Together
ICP Correction
Shifted targeting to VP Engineering and CTO at 100 to 1,000 employee B2B tech companies, three levels above the original list.
Velocity-First Messaging
Pivoted from technical feature messaging to team velocity and cost-per-engineer framing, the language that gets a CTO to reply.
Signal-Based Targeting
Hiring data used to find companies actively scaling engineering teams, paired with a 6-touch sequence built for enterprise buyers.
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