How Sendoso scaled its AI-forward GTM motion and achieved 120% of quota
Connecting GTM systems for scalable growth
Sendoso already had capable internal teams and experience with platforms such as Clay and Gong. As the business grew, the company needed a more connected approach to outbound, deeper personalization, and AI-powered workflows across sales and customer experience.
The Kiln (a 2X company) partnered with Sendoso to design scalable data pipelines, integrate AI-powered tools, improve outbound targeting, and expand automation across customer-facing teams. Beyond implementation, the engagement focused on transferring knowledge so Sendoso’s internal teams could manage and improve their systems independently.
Sendoso reported achieving 120% of quota, generating 40+ qualified opportunities per month, and creating 15+ campaigns.
The challenge: Connecting strong foundations into one GTM motion
Sendoso had already invested in Clay and Gong and established its outbound processes. Its teams were familiar with the technology, but scaling the GTM motion required greater coordination across systems, more sophisticated personalization, and the flexibility to test new approaches.
Sendoso identified four priorities:
- AI-first workflows: Extend AI-powered automation across sales and customer experience.
- Repeatable outbound: Build more targeted campaigns with greater personalization and opportunities for experimentation.
- Internal enablement: Help non-technical team members confidently build and improve workflows.
- Long-term scalability: Create systems that could evolve with the business without constant vendor dependence.
Sendoso needed a consultative partner who could translate its vision into working systems while giving its internal teams the ability to take ownership over time.
The solution: Scalable systems, personalized outbound, and internal enablement
The Kiln worked alongside Sendoso to connect systems design with practical execution across three areas.
1. Build an AI-forward GTM architecture
The Kiln designed scalable Clay tables for advanced enrichment and segmentation and connected data flows across CRM, enrichment, intent, and activity platforms.
The team also integrated Gong AI insights into sales and customer experience workflows and provided guidance on use cases involving call summaries, follow-ups, and internal automation.
Together, these improvements gave Sendoso a more connected foundation for applying data and AI across its GTM operations.
2. Make outbound more targeted and repeatable
Sendoso shifted from generalized cold outreach toward highly targeted, personalized campaigns.
The Kiln introduced automated workflows, including “Wake the Dead” sequences to re-engage lost opportunities, and enabled rapid testing across industries, job titles, and personas.
Performance reporting helped the team evaluate results and adjust campaigns more quickly.
These changes also freed business development representatives (BDRs) to focus on high-touch selling activities, including calls and personalized video outreach.
3. Equip internal teams to manage and improve the system
Sendoso wanted its teams to operate independently rather than rely on an external partner for every adjustment.
The Kiln provided hands-on training that helped non-technical leaders build and iterate on Clay tables themselves. Real-time consultation helped resolve technical blockers, while ongoing strategic guidance identified opportunities for additional workflows.
As the engagement progressed, Sendoso expanded its use of Clay beyond outbound, applying AI-driven automation across multiple customer-facing teams.
The results: Stronger GTM performance and greater internal ownership
The engagement delivered measurable GTM outcomes alongside improvements in campaign execution, team productivity, and operational flexibility.
GTM performance
- 120% quota attainment: Sendoso reported achieving 120% of quota.
- 40+ qualified opportunities per month: The GTM motion supported a reported volume of more than 40 qualified opportunities each month.
- 15+ campaigns created: The team developed more than 15 campaigns as part of its outbound efforts.
Operational improvements
- Higher reply rates and more meetings booked: Highly personalized outbound experimentation increased reply rates and meetings booked.
- Faster campaign iteration: Performance reporting helped the team test and refine campaigns across industries, job titles, and personas.
- More capacity for high-touch selling: Automated workflows freed BDRs to focus on calls, video outreach, and other direct selling activities.
- AI-powered workflows across teams: Automation supported prospecting and customer expansion activities across sales and customer experience.
- Greater internal independence: Sendoso’s teams gained the skills to manage, refine, and expand their Clay systems without constant external support.
Sendoso also reported that its BDR team was producing what a much larger team could achieve, thanks to more scalable and targeted outbound.
A GTM motion Sendoso can continue to evolve
Sendoso entered the engagement with capable teams, established technology, and a clear vision for improving its GTM operations.
The Kiln helped turn that vision into a more connected system, bringing together data architecture, AI-powered workflows, personalized outbound, and practical team enablement.
With the underlying systems in place and internal teams equipped to manage them, Sendoso gained a foundation it could continue adapting as its GTM strategy changed.
The Kiln is now part of 2X, expanding the GTM engineering expertise available to clients through 2X’s integrated approach to strategy and operations.
