Situation

Sebastian Mayeres, CEO at knk Software, and his team were making a strategic shift in their go-to-market approach. They had built their business around custom, high-cost implementations for enterprise clients, but wanted to expand into a more scalable, productized approach that could serve smaller publishers with tighter budgets.

This shift meant completely rethinking their sales approach and moving away from expensive human-led efforts toward a leaner, technology-driven strategy.

Pain

The team was dealing with several key challenges:

• Cost inefficiency: Their traditional sales process was too resource-heavy to profitably reach smaller clients
• No outbound process: Before working with SalesPlaybook, they had no outbound sales strategy and only emailed existing subscribers
• Scalability limitations: Manual processes couldn't support the broader market segment they wanted to serve without hurting their margins

Impact

Working with SalesPlaybook delivered several key outcomes:

• Increase Sales Pipeline: Through signal-based and AI-automated outbound motion.
• Increased LinkedIn engagement and impressions: Steady growth in audience interaction across social media
• Operational efficiency: Significant time and cost savings by reducing reliance on expensive sales staff for initial outreach
• AI sales rep: Created an "AI sales rep" operating 24/7—automating first-touch outreach so human reps could focus on high-value interactions

Critical Event

The need to shift to a more scalable, cost-effective business model—driven by market demand and internal strategic vision—led to engaging SalesPlaybook. knk's goal was simple: expand their reach without increasing headcount or overhead.

Decision

SalesPlaybook was chosen because they could:

• Turn abstract sales concepts into actionable, tech-driven processes
• Provide both strategic consulting and hands-on technical execution
• Co-create and continuously improve a custom AI-powered sales engine aligned with long-term goals

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