About this engagement
mpro5 is an operations platform serving multi-site businesses, helping them stay compliant, audit-ready, and in control across every location.
Fred, CRO of mpro5, came to us with a goal to build a world-class outbound engine. The vision was clear, but the infrastructure, capacity and internal expertise was missing. Fred hired Lean Layer to bring his vision to life.
Our partnership with mpro5 enabled the following results:
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mpro5 had an outbound motion, but there were some clear gaps in efficiency. Reps were calling prospects one-by-one (no parallel dialer) and using sequences they had each built themselves, with no consistency across how contacts were worked or tracked. Additionally, once a contact had been through a rep's sequence, there was no process for how and when to reattempt outreach. Other inefficiencies included going directly to each rep for insight into pipeline, and list building was eating half a day every week.
Fred had big revenue goals, but that required a big change to their GTM motion. Rather than layering tactics onto what already existed, Lean Layer partnered with mpro5 to implement best practices, create and automate processes for efficiency, and ultimately rebuild their GTM engine from the ground up.
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Fred's team went from spending hours building lists, and lost contacts, to showing up every week with a full queue, knowing exactly who's top priority, with every contact automatically recycled back into the pipeline for re-engagement later down the line.
At a high level, here is what changed:
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Before
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After
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Half a day building lists manually
Every single week, per rep
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90 contacts, ready every Monday
Enriched and routed automatically
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No way to know who was ready
Every contact worked the same way
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Best prospects surfaced daily
Live signals, automatically prioritised
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Contacts worked, then gone
No second chance at pipeline
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90-day re-engagement loop
No contact ever lost
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Pipeline invisible to leadership
Chase every rep for an update
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Full visibility in HubSpot
From first call to closed won
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And now, let's break down how we got there.
Intent signals that surface the right moment On top of the warm lead queue, we layered in four live intent signals to automatically surface the hottest prospects each day, routing them to the right rep as they appear.
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A key industry trigger: the FDA recall scraperOne of the most unique signals needed some equally as unique tooling. We built a custom scraper that monitors the FDA's food safety recall database. This meant that when a company in mpro5's ICP receives a recall, the rep is automatically alerted and the contact enters a targeted sequence. Reps went from constantly refreshing a website, to having the insight without having to think twice about it. "The coolest thing I think we did was scraping a list of food safety fines and then using that list to generate a list of prospects. The guys were refreshing their list to go, oh, who can I call today?" - Fred, CROHow exactly does a web scraper work? A web scraper is a custom built script that takes a website URL, scans the site for data relevant to what the scraper was built to search for, and returns that data in a user-readable file, typically in an Excel or CSV format. In mpro5's case, the data is then sent back to Apollo, which routes leads from companies identified by the scraper to the appropriate rep. |
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The GTM Engine We built segmented ICP filters in Apollo that automatically top up each BDR's queue every week, organized by territory, industry, and persona. Contacts are enriched and routed to the right rep without any hands-on work. List building went from a half-day task to a quick 15-minute check-in. Once a contact has been fully worked, an AI-powered 90-day re-engagement loop automatically recycles them back into the queue, checking prior outreach history to make sure no contact ever receives the same email twice. Every contact that comes through gets classified into one of two tiers based on intent level. That classification determines everything about how they get worked.
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| Parallel dialing with Orum and a CRM that can keep up We implemented Orum to enable parallel dialing, giving reps the ability to hit significantly more dials per day. Every call feeds back into HubSpot automatically, with AI-generated summaries populating the deal properties, so leadership always knows where a deal stands without chasing reps for notes. | ||||
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A pipeline built for accountability We rebuilt the deal pipeline in HubSpot with clear contact and deal stage-entry criteria, automated deal tagging, and a deal health score. For the first time, leadership had a single view from first cold call to closed-won. |
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With a full queue delivered automatically every week, reps stopped spending half their time building lists and started spending it selling. The system handles the sourcing, enrichment, routing, and sequencing so the team shows up to work with a prioritised pipeline and a clear view of who to call and why. The impact showed up across the funnel: more meetings booked, more pipeline, and more deals closed.
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Meeting booking rate
+63%
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Close rate
+46%
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Time spent on list building
½ day→15 min
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mrr pipeline: More than Doubled
+107%
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"Anyone trying to optimize their sales process, in any industry, I'd say you need to speak to Lean Layer. They are actually focused on your goals and who you are as a company."
- Fred, CRORequest a free consultation to discover how we can help you rebuild and scale your revenue engine.