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Case study
465 meetings. $32M+ in pipeline. Built from zero at RSA Security.
Built by Lucas Tierney as Americas BDR Manager at RSA Security.
The situation
RSA Security, a mature cybersecurity company with a large installed base and strong renewals. Net new logo growth had stalled, inbound was declining, and leadership had written off outbound completely.
The problem
There was no outbound system, just effort. Generic messaging, manual list building, and no view into which accounts to prioritize or why. Manual processes slowed down every revenue-generating activity. Almost no standardized processes, no data-driven insight into what worked, and AI was a slide in a deck instead of a tool anyone used.
What I built
- Signal-based targeting, scored and tiered
- Messaging rebuilt from zero
- AI agents for research and list building, with human review
- Comp and process redesign pointed at pipeline
- Rep training until the team could run it independently
| Before | After | |
|---|---|---|
| Outbound program | None | 8 reps across 6 segments |
| AE / BDR / marketing alignment | Siloed, no shared plan | Aligned on shared accounts and handoffs |
| Quotas | Activity-based | Aligned to revenue |
| Targeting | Manual lists | 21 buying triggers, scored and tiered |
| Messaging | Generic | Account-based, built by persona and vertical |
| AI | None | Embedded in daily rep workflows |
| Process | Manual and repetitive | Automated research, enrichment, and reporting |
| Decisions | Gut feel | Data-driven, tracked against conversion |
| Pipeline | Low-quality, unqualified | Higher-quality, qualified opportunities |