UnifyOutbound teardowns
Outbound teardowns
How ten GTM teams decide who to reach out to, when and how. Pick the one that fits your team and run it in Unify today.
By
October 2026
Deciding who sales works now
How teams turn fit, product usage, intent and context into a short list a rep will actually work.
GitLab turned an intent flag into a same-day task for its BDRsIn 2022 BDRs picked their own accounts and kept them as long as they liked. Now an intent flag adds accounts to their list, the BDR must accept or dispute each one the same day, and every account gets a recycle date two months out.Read the teardown 
Vanta’s reps call the accounts they own, and an AI SDR emails the ones nobody ownsSecurity buyers treat cold email as phishing, so a model ranks each rep’s calls with a few sentences of prep, and automation stays on accounts nobody owns.Read the teardown 
Brex picked its SDRs’ accounts from closed deals and paid them on revenueIts AEs sourced more revenue per rep than its SDRs, so Brex set the SDRs’ accounts by rule and paid them on the revenue their opportunities closed, which fit a sale that closed in weeks.Read the teardown 
Figma sells to the users behind 95% of its pipelineIt ranks companies on fit and usage and shows reps the champion and the person who signs. The 95% is from February 2023 and shows where pipeline came from.Read the teardown 
Fin (Intercom) rebuilt reps’ trust in its outbound account listReps wrote the rules, such as favoring companies with a login button on their website, and GTM Ops checked each account against Salesforce.Read the teardown
Changing the motion when the default stops working
How teams change people, channels or automation when an account or a buyer needs different treatment.
Ramp built an AI SDR that drove about 30% of pipeline for years. Then it shut it down.Competitors had the same tools, buyers were tired of cold outbound and the sale got more complex, so Ramp handed its AI SDR’s data to its reps.Read the teardown 
Rippling added human SDRs on top of its automated outboundRippling’s automated email still worked, but couldn’t carry the next growth plan, so SDRs worked the same accounts more deeply.Read the teardown 
Snowflake puts ABM and SDRs on one account list and one messaging matrixSales commits to a cohort, marketing warms it, and SDRs start calling on a set date.Read the teardown 
Datadog added security specialists on top of its bottom-up sales motionDatadog kept its champion-led motion and added security help in layers on the same accounts once its security product could win the CISO’s deal.Read the teardown 
Verkada automated the first touch in 2023 and started its reps at the replyGrowth sends the first touch, and a person takes over when the prospect replies. By 2025 some MDRs also cold called.Read the teardown