Engineered
Distribution

B2B software companies with outbound-led or founder-led sales motions and average contract values above $25K. The consistent profile across our clients: product-market fit is established, some pipeline is flowing, but adding more SDRs isn't producing proportionally more revenue — because the data layer underneath outbound was never engineered. You typically have 1–3 people doing RevOps, data, and GTM work that should be infrastructure, not headcount. We don't work well with pre-revenue startups, PLG-only motions with no outbound, or companies selling below $15K ACV — the unit economics of what we build don't pay back at that deal size.

We replace the data and execution layer underneath outbound: account identification, enrichment pipelines, contact data maintenance, sequencing infrastructure, CRM automation, lead routing, deliverability, and the reverse-ETL work that gets insights from your warehouse into your activation tools. We don't replace brand marketing, content strategy, product marketing, or strategic GTM leadership. If you have a Head of Marketing or Revenue setting direction, we're the engineering team that makes their strategy executable. If you don't have that person yet, we can operate autonomously on outbound while you hire — but we're not a fractional CMO.

Our center of gravity is the data layer. We work natively in Snowflake, BigQuery, and Databricks as the source of truth, and use Hightouch or Census to activate warehouse data into CRMs and sending tools. For enrichment orchestration we build in Clay, pulling from Apollo, Ocean.io, Clearbit, BuiltWith, Crunchbase, and custom LLM-driven fills where the waterfall falls short. CRM work runs natively in HubSpot or Salesforce. Sending infrastructure runs through Smartlead or Instantly depending on volume. LinkedIn automation uses HeyReach or Phantombuster. If you're on a stack we haven't named, we can likely work with it — setup takes longer and we'll scope that in the proposal.

Most outbound fails because the underlying contact and account data is stale, incomplete, or fragmented across five tools with no source of truth. We fix this first. We build a maintained contact layer — either in your warehouse or in a dedicated Postgres instance — with continuous enrichment, change detection on hard signals (email bounces, domain changes, job moves), time-based staleness refresh, and LLM verification passes on ambiguous rows. Human review gates anything below a confidence threshold before it writes back to production. The result is a database that doesn't rot, syncs cleanly into your CRM and sending tools, and becomes more valuable over time instead of less.

Week 1: We audit your closed-won data, warehouse schema, and existing enrichment/CRM logic. We define your ICP scoring model and draft a messaging matrix across top verticals and personas. You review and approve. Week 2: We provision sending domains and begin warmup, build enrichment pipelines in Clay and the activation layer in Hightouch/Census, and deploy the scoring model into your CRM. Week 3: First sequences go live in Smartlead. Reporting dashboard goes live in your warehouse or a shared workspace. Your team's role in weeks 1–2 is approving ICP definitions, messaging, and granting access. By week 3, your involvement drops to reviewing weekly pipeline reports.

Monthly retainer with a 3-month minimum commitment. Engagements typically run $12K–$20K per month depending on verticals, personas, data stack complexity, and sending volume. Setup is included in the first month — no separate onboarding fee. We don't do performance-only pricing because the infrastructure we build has compounding value beyond the meetings it generates. If the engagement isn't producing measurable pipeline by month 2, we restructure scope at no additional cost before either side considers ending it.

You own everything. Warehouse models, Clay tables, enrichment workflows, Hightouch/Census syncs, Smartlead sequences, CRM automations, scoring models, routing rules, agent prompts, and all documentation. Sending domains we provision are registered under your accounts. Nothing lives on Anor infrastructure — when we're done, you have the full system and the playbooks to run it. Most clients hire one RevOps or analytics engineer to maintain what we built; we help write the job description and train the hire during a 2-week handoff period.

We review performance weekly — reply rates, meeting-booked rates, deliverability by domain, and data quality signals (bounce rate, enrichment hit rate, CRM sync errors). If a sequence underperforms our baseline (typically below 3% positive reply rate after 500+ sends), we rebuild copy, adjust targeting, or swap the vertical mix. If data quality is the culprit, we rebuild the enrichment logic. This is part of the retainer, not a change order. If after 60 days of active campaigns we can't hit performance benchmarks, we have a direct conversation about whether the engagement makes sense to continue. We don't bill for months where we're not producing.

By day 30: data layer built, sending infrastructure live, ICP model deployed, first sequences running. By day 60: enough send volume for statistically meaningful performance data — you'll know which personas, verticals, and channels are converting. By day 90: the system is optimized on 8+ weeks of reply and meeting data, and you should be seeing consistent weekly meeting flow. We don't promise specific meeting counts before we've seen your market's response data — anyone who does is guessing. What we commit to: full infrastructure deployed by day 14, live campaigns by day 21, and a maintained data layer that's demonstrably cleaner than what you started with.