Scaling SDR Operations for SaaS ISVs
An AWS Premier Consulting Partner deployed the ADE platform to systematically scale SDR outreach for its SaaS ISV clients—tripling pipeline generation without adding headcount.
The Challenge
“The consulting partner was supporting five SaaS ISV clients in their AWS Marketplace go-to-market efforts. Each ISV had a one- to two-person SDR team responsible for co-sell outreach, partner ecosystem development, and direct prospecting. At this headcount, the ISVs were working fewer than 30 accounts per SDR per week—a fraction of the opportunity available in their AWS customer segment. The consulting partner needed a way to multiply ISV SDR capacity without increasing headcount budgets that were already constrained by early-stage growth pressures.”
The Solution
The ADE (Automated Digital Engagement) platform was deployed across all five ISV clients, with a shared signal monitoring infrastructure covering the AWS customer segments relevant to each ISV's ICP. Signal detection monitored AWS service adoption indicators, funding events, and hiring signals across 2,500 target accounts per ISV. Personalized outreach was generated automatically when signal scores exceeded the configured threshold, with SDR review required only for first-touch messages to new accounts.
Implementation
ICP and Signal Configuration per ISV
Each ISV's ICP was translated into a signal monitoring configuration: the specific AWS service adoption signals (e.g., EC2 usage patterns for a compute optimization ISV, RDS migration signals for a database ISV), funding event parameters, and hiring signal keywords relevant to each ISV's buying persona. Signal weights were configured based on historical win data—which signal types had correlated with closed deals in each ISV's pipeline—producing a customized priority scoring model per ISV client.
Multi-ISV Outreach Orchestration
The ADE orchestration layer maintained separate outreach queues and sequence libraries for each ISV, ensuring that contact and account data never mixed between clients. SDR teams received their respective queues in a unified interface, with signal context and pre-generated message drafts for each account. The system enforced outreach cadence limits and suppression lists independently per ISV, preventing cross-ISV contact confusion in the shared AWS customer segment.
Co-Sell Signal Routing to PDMs
Accounts where ADE signal scoring indicated high co-sell potential (AWS service spend indicators, AWS marketplace buyer history) were automatically flagged for co-sell referral rather than direct outreach. The system generated a co-sell brief for the relevant PDM relationship—summarizing the account's AWS footprint, the ISV's solution fit, and the specific signal that triggered the referral—enabling PDMs to make warm introductions with context rather than generic referrals.
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