Govly’s Playbook: Turning Cold Calling Into a Scalable B2B Growth Engine
Cold calling is dead – or so conventional startup wisdom claims. But Govly’s path to $4M ARR suggests otherwise. Their success came from turning an supposedly outdated tactic into a systematic growth engine.
In a recent episode of Category Visionaries, founder Mike Weiland revealed how they built their outbound sales machine after their email campaigns failed spectacularly.
The Email Marketing Failure “After four months even he declared our outbound email campaign as an abject failure, which was a special, very expensive, special lesson that we learned,” Mike shared about their experience with a highly-recommended email expert.
Building a Systematic Approach Rather than trying different marketing channels, Govly doubled down on what worked: phone calls. “We have our CEO Oliver put in place basically a monitoring, a tracking and a repeatable sequencing for making these phone calls,” Mike explained. This systematic approach transformed cold calling from an ad-hoc activity into a scalable process.
The Magic of Elite BDRs The key to their success wasn’t just the system – it was finding the right people to execute it. “I think the BDR role is one of the most underappreciated roles, at least for us. These guys are magicians,” Mike emphasized. “Our team is, they are magical in what they do, in the quantity of meetings that they land for us and set up our AE’s is just amazing.”
Understanding Market Dynamics Their success with cold calling came from deep market understanding. Government contractors don’t respond well to emails, but they do pick up the phone. This insight came from recognizing that “tens of billions of dollars a year gets sold just in the IT space to the federal government through these contract vehicles.”
Focusing on Real Value The effectiveness of their outbound strategy was amplified by having a product that solved real problems. “We’ve become not necessarily a nice to have product, we’ve become a business critical product. People depend on us every day,” Mike noted.
The Results The numbers tell the story: Govly grew from $360,000 in ARR at the end of 2022 to $1.3M in 2023, with projections of $4M by the end of 2024. All this growth came primarily through their systematic approach to cold calling.
Key Lessons for B2B Founders
- Success often comes from perfecting “outdated” tactics rather than chasing the latest trends
- Building a repeatable system is more important than individual sales tactics
- Market understanding should drive your outbound strategy, not best practices
- Elite BDRs can transform your growth when given the right system and support
For B2B founders, Govly’s experience offers a crucial lesson: the most effective growth strategy isn’t always the most fashionable one. Sometimes it’s about taking a “dead” channel and bringing it back to life through systematic execution and deep market understanding.
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