SaaS and software companies · Technology
Fill the SDR seat that has been empty since February, without hiring for it.
Your pipeline is whatever the founder sourced last month. The first SDR left in month five, the second is still ramping, and the board deck needs a number for next quarter. Hiring again means another sixty days before anyone touches a prospect.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Outsourced sales and marketing for a SaaS company hands the list building, the sequences and the first conversations to a team instead of one SDR seat. Pipeline then does not stop when a rep resigns, and an inbound trial signup gets a reply the same hour. GullySales runs this inside your CRM and your sequencer.
Outbound also got harder in ways nobody warns a founder about. A domain that sends carelessly stops landing anywhere, bulk lists are mostly wrong, and your prospect has already had four identical emails this morning. What still works is a narrow account list, a real reason for the message, and somebody calling the trial signup while the tab is still open.
Last updated 5 Oct 2026.
How buyers decide
How SaaS and software companies are chosen.
A founder looking for outsourced SDRs asks two other founders first. If that comes back empty, the search moves to Clutch, the agency categories on G2, a roundup post, or the investor's talent partner who keeps a list. Most shortlists end up as three firms in a spreadsheet. They are compared on price, on who actually does the calling, and on whether a meeting counts when it is booked or when it is held.
The questions on that first call are always the same. Which tools do you work in, and do we own the data? How is the list built? What happens to our sending domain? Will your team know the product well enough to handle a technical objection, or will they book anyone who says yes? The firm that answers with a process rather than a promise usually gets the trial.
Price is compared against the fully loaded cost of a seat, which your finance lead already has in a spreadsheet. Base, commission, tooling, benefits, and the months of ramp before anything closes. The buyer is not really shopping for hours. They are buying their way out of a hiring risk, because the seat they filled twice last year is the reason they are on the call at all.
The problem
What usually goes wrong for SaaS and software companies.
What owners tell us on the first call, in their words.
“The SDR seat has been empty since February”
We interviewed nine people, hired one, lost them in week eleven, and outbound stopped the day they left.
“Pipeline is whatever the founder sourced last month”
Two of the three deals in the board deck came out of the founder's own network, and nobody can repeat that next quarter.
“Meetings get booked and half of them never happen”
The calendar looks healthy on Friday and empty on Tuesday, because nobody confirmed the meeting and nobody checked it was the right company.
“Our sending domain is burnt”
A year of blasting a bought list means email from the main domain now lands in spam, including invoices and password resets.
“Marketing hands over leads nobody calls”
A trial signup from a company already on the target list sits in the CRM for three days, then gets a template email.
“We cannot say what a meeting costs us”
Spend is spread across a data tool, a sequencer, ads and a contractor, and nobody has divided any of it by meetings actually held.
What we do
What we do for SaaS and software companies.
Everything included for SaaS and software companies, and the result each part is there to produce.
An account list built from your closed-won, not bought
We take the accounts that renewed, find what they have in common, and build the list against that in Apollo, Clay or ZoomInfo. Names that only look right get cut.
Result: Reps work a list where the next account resembles your best customer.
Sequences across email, LinkedIn and the phone
A first message written around a trigger the prospect would recognise, a LinkedIn touch from a human profile, and a call that is not a voicemail recital.
Result: The prospect gets a reason to reply rather than a fourth identical email.
Sending setup that protects your main domain
Separate sending domains, warmed inboxes, SPF, DKIM and DMARC checked, and a volume cap per inbox that outbound is not allowed to breach.
Result: Your invoices and password resets keep landing in the inbox.
Speed to lead on every inbound signup
A routing rule, a first human reply and a call attempt on any trial or demo request from a target account, inside hours agreed before we start.
Result: The signup hears from a person while your product is still open in a tab.
CRM discipline inside HubSpot or Salesforce
Stages defined, required fields agreed, duplicates merged, and every touch logged in your instance rather than in a spreadsheet only we can see.
Result: The forecast is built on records your AEs actually trust.
Meetings counted when they are held
One written definition of a qualified meeting, a confirmation routine the day before, and a re-book attempt on every no-show.
Result: Nobody is paid for a calendar invite that never became a conversation.
Review presence on G2 and Capterra
An ask built into the moments customers are happiest, such as a successful onboarding or a renewal, with the category pages kept current.
Result: A buyer comparing you on a category page finds recent reviews, not 2023 ones.
Report against the baseline
Meetings held, cost per meeting, pipeline created by source and inbound response time, reported against the baseline recorded before work began.
Result: You can answer the board's pipeline question with a number you can defend.
How the result is measured
- Meetings booked against meetings held
- Cost per meeting held, by campaign
- Pipeline created by source
- Reply rate and inbox health per sending domain
- Time from inbound signup to first human contact
- Closed-won traced back to first touch
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for SaaS and software companies
Each has its own page: what it involves for SaaS and software companies, what you get, and what it is measured on.
- SEORank on the comparison your buyer runs, not on a blog nobody buys from.
- PPC adsPay for meetings held, not for trial signups from job seekers.
- Lead generationAnswer the trial signup from a target account while the tab is open.
- Digital marketingDecide the measurement before the channels, because the board asks first.
- Reputation managementA rival's rep is reading your reviews out loud inside your deal.
- Local SEOMost software companies do not need this, and three kinds do.
- Branding and identityThe category you claim decides which budget line pays for you.
- Social mediaYour founder has reach and your company page does not.
- Content marketingWrite what your champion forwards to the people who decide.
- Email marketingKeep outbound off the domain that sends your invoices.
- Buyer journeyMarketing owns the map up to signup and nobody owns the hour after it.
- Follow-up systemsChase the account that invited two colleagues, not the one that never logged in.
- CRMA stage with no exit criterion turns your forecast into a mood.
- Review generationAsk the customer who just had a win, not the one who renewed on autopilot.
- Customer retentionThe churn showed up at renewal and happened during onboarding.
- Referral marketingYour integration listing is a referral channel nobody has touched since launch.
- WhatsApp marketingIf you sell to US mid-market, this is not your channel.
- Buyer personaDescribe the person who signs, the person who uses and the person who blocks.
- WebsiteGive a visitor from a trial link a page that answers their next question.
Worth a page and a campaign of their own
Outbound to a named account list · Inbound speed to lead on demo requests · Free trial and freemium conversion to a demo · Seat expansion inside existing accounts · Renewal saves and churn recovery · Partner and reseller sourced pipeline · Webinar and event follow-up · G2 and Capterra review presence · Account-based outreach to enterprise logos · Win-back of closed-lost deals
Priority campaigns
Campaigns for what SaaS and software companies most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Competitor switch campaign
Outreach and a comparison page aimed at accounts on a competitor whose renewal is near, built around the specific complaints those users post in public.
Result: You reach a frustrated user in the weeks the renewal is being questioned.
Trial abandoner revival
A sequence for accounts that signed up, poked around for six minutes and never came back, written around the step where they actually stopped.
Result: Signups you already paid for get a second conversation.
Funding and hiring trigger campaign
Alerts on funding rounds and on job posts for the role your product serves, with outreach going out in the same week rather than a month later.
Result: You arrive while budget is being allocated instead of after.
Conference pipeline, before and after
The attendee list worked before the floor opens, meetings set for the event itself, and a follow-up sequence run in the week people are still answering.
Result: The ticket and booth cost turns into a meeting count you can check.
Closed-lost win-back
A campaign to deals that went dark or chose someone else last year, triggered by a change on their side such as a new head of the function.
Result: Deals your AEs gave up on come back with a reason to talk.
Seat expansion inside live accounts
Outreach to teams next door to the one already using the product, using the internal champion rather than starting cold at the same company.
Result: Revenue grows without a new logo and a new security review.
Beyond search
Where we reach buyers of SaaS and software companies, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Your investors' portfolio networks
Portfolio Slack channels and platform teams are the warmest introduction path most founders never work properly, so we build the ask and the list.
Implementation partners and agencies
The consultancies already inside your buyer's stack can source pipeline, and they need a one-page reason and a referral path to do it.
Operator communities and Slack groups
Answers written for the vertical communities where your buyers ask each other for recommendations, posted as a person and not a company.
Review and comparison sites
G2, Capterra and TrustRadius are where a shortlist gets made, and the category placement is worked as a channel rather than left to chance.
Podcasts and newsletters your buyer reads
A short list of the shows and newsletters that reach your exact role, with a pitch written for each one's audience.
Conference floors and side events
Attendee research before the event and a follow-up routine after it, so the badge scan does not sit in a spreadsheet until December.
Who it is for
This is written for these SaaS and software companies.
- Seed and Series A B2B SaaS still selling founder-led
- Bootstrapped vertical SaaS with a small team
- Product-led companies adding a sales motion
- Developer tools moving upmarket into team plans
- Healthcare, fintech and other compliance-heavy software
- Agencies and services firms productising a platform
- Marketplaces with a supply side to recruit
- Companies with a full AE bench and no pipeline to feed it
- Software companies entering the US from another market
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs for SaaS and software companies
- 1
Assess
Once we have read your brief and spoken to you, we trace last quarter's pipeline to its real source, check reply rates and meeting show rate, and look at what happened to inbound signups.
- 2
Stop the inbound leak first
Routing, a first human reply and a call attempt on inbound, because those leads are already paid for and usually the cheapest pipeline in the building.
- 3
Build the list and the message
The account list from your closed-won pattern, the sending domains, and a first sequence written around a trigger your prospect would recognise.
- 4
Run outbound and hand over
Sequences worked daily, objections logged, and every qualified meeting handed to your AE with the research already in the CRM record.
- 5
Report on held meetings
Meetings held, cost per meeting and pipeline by source, with the sequences that produced nothing retired instead of quietly continuing.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
Hours that fit your day, agreed up front
Which hours we overlap with yours is settled before any work starts, so you know when a reply is coming and when it is not.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions SaaS and software companies ask before they call.
Not here? More answers, or ask on WhatsApp.
Is this cheaper than hiring an SDR?
Will your team cold call our US prospects?
Do you work in your tools or ours?
Can you pass our security review?
How long before there is pipeline?
We already have a marketing agency. Where do you fit?
What does this cost?
How long is the contract?
Who will actually do the work?
What do you need from us?
Notes for owners
Read more about SaaS and software companies.
- How buyers choose between IT, software and SaaS vendorsTechnology buyers take a name from a peer, test it against an engineer and sign after a finance check. This post follows the choice in four stages and shows where vendors drop out.
- How to advertise to software engineersThey block your ads, distrust your copy and will not talk to your sales team. What reaches them is documentation, a free tier and someone they already read saying your name.
- How to advertise to sales heads, who see the playbook comingA sales head runs the same sequences you are about to send them. They buy on a missed number, a hiring problem or a handover, and only what they can defend upward.
- How to advertise to marketing headsYour buyer runs campaigns for a living. She can see your ad library, recognise your retargeting and price your media. What moves her is a specific observation about her own work, arriving in her budget window.
- How to advertise to foundersA founder decides and pays in the same conversation, and will never fill in your form. Advertise to be found and checked in the week something in the business breaks.
- How to advertise to developersSoftware developers block ads, skip forms and judge you by your documentation. You cannot buy your way into the shortlist; you get there by being usable in twenty minutes without talking to anyone.
Part of Technology. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.