The constraint
Field Day is a B2C growth marketing agency in London, founded in 2024, that builds brand and performance growth for its clients at the same time. CEO and founder Max Gowing had very ambitious plans for the next six to twelve months, and the volume of leads was the part that could not keep up.
Marketing pitches are deep work. The bigger the client, the longer the pitch, and the people best at winning business were the same people who were supposed to be prospecting.
So we were spending a lot of time in the pitching process and then not being able to spend enough time doing the BDR work and the SDR roles.
Partners sent good-quality leads relatively consistently, but not in numbers Field Day could plan on. Its own cold outreach ran in whatever time was left between pitching, building decks and closing, so the volume never came.
What we built
Cold outreach Field Day did not have to run, so the team could stay on what it does best: the tailored pitch and the close. The collaboration started in July 2024.
New ground first: the work started with identifying new opportunities for Field Day to go after.
Then the data and the message. We built Clay tables behind the campaigns and personalized the copy at scale, so volume could go up without lead quality going down. Max singled out both: the team's knowledge of the platforms, and "some of the Clay tables that they built are fantastic."
The measure was quality from the start. The aim, in Max's words, was "not only leads in, but a good quality lead as well".
- Clay
Results
| Metric | Result |
|---|---|
| Leads | Around 25 |
| Meetings booked | About 20 |
| Deals closed | "A fair number" of those meetings, in Max's words |
| Time window | 3 months |
At one point, five good-quality leads came in within a single 24 hours.
I think in the last sort of three months working with ColdIQ (now Frontal), they brought us in around 25 leads. And off the back of that, I think we booked about 20 meetings and closed a fair number of those as well. So that's been really great.
What this means for you
If your closers are also your prospectors, the pitch wins every week and the pipeline pays for it. Partner referrals are welcome, but you cannot plan growth on someone else's volume. Hand the outbound to a system, judge it on meetings rather than lead counts, and keep your best people where they earn the most: in the room.
