Case Study
The Lennox Academy
How The Lennox Academy Extended Their GTM With a Trusted Outbound Partner
€390k pipeline and 20 qualified opportunities in the first 4 months, with oversight requirements that were minimal once live.
- Pipeline Generated
- €390k
- Qualified Opportunities
- 20
- Months
- 4
- Client Trust
- 100%
In the first 4 months
High-quality, ICP-aligned
From kick-off to consistent pipeline
"Feels like an employee of Lennox Academy"
Client Overview
The Lennox Academy exists for one reason: to help salespeople build long, successful careers by giving them the training, coaching, and support they rarely receive.
They work with fast-scaling and established SaaS companies, including Salesforce, Gong, and LinkedIn, delivering revenue enablement and GTM training programmes to some of the most commercially demanding organisations in the market.
Outbound is a critical growth channel for Lennox Academy, but it is also their first shop window. For a company built around revenue excellence, outbound execution is inseparable from credibility.
Industry
B2B SaaS / Technology
Engagement
- Commercially grounded outbound execution
- ICP definition and targeting
- Multi-channel outreach (calls, email, LinkedIn)
- Predictable pipeline and long-term nurture
The Challenge: Growth Was Working. Predictability Wasn't.
The Lennox Academy is a small, senior team. Like many high-performing consultancies, leadership owns GTM, delivers client work, builds partnerships, and closes deals, all at once.
Their own outbound was already converting well. Close rates were strong. Conversations were high quality. But the top of the funnel wasn't predictable enough, and balancing outbound execution alongside everything else was becoming increasingly difficult.
“We wanted to build a repeatable, scalable model where we knew how many opportunities were coming in at the top of the funnel.”
The issue wasn't strategy. It was execution capacity, without lowering standards.
The Risk: Time, Focus, and Trust
Before DealSpark, Lennox Academy had tried external outbound support twice.
1. A volume-led email provider
- Drifted off-brand
- Created deliverability issues
- Damaged confidence
2. A traditional cold-calling agency
- Promising early results
- Declining quality and consistency
- Meetings dropped over time
Both engagements ended quickly.
“What we do is we live by our brand. That's priority number one for us.”
They didn't need more activity. They needed trusted execution.
Why DealSpark
DealSpark came in as a GTM partner, not a lead generation vendor. An extension of the internal revenue function, accountable for outbound end-to-end.
What mattered most:
“Once we were up and running, really, in truth, very little.”
The Approach
Outbound execution was built around three principles.
Precision Targeting
A clearly defined ICP was agreed before any outreach began. No spray-and-pray activity. No off-brand accounts. Every prospect was selected because they matched the exact profile of a buyer Lennox Academy could genuinely serve, ensuring every conversation started with credibility rather than cold volume.
Messaging That Resonates
People don't buy products; they buy solutions to problems. Every call, email, and LinkedIn touchpoint was built around the real commercial challenges that founders and revenue leaders at SaaS companies actually care about. Not a generic outbound sequence. Commercially grounded messaging that earned the right to a conversation.
Predictable Pipeline Over Calendar Filling
The goal was never to maximise booked calls. It was to create consistent, high-quality conversations with ICP-aligned buyers, alongside structured long-term nurture. As Stuart noted: "Luke's trying to generate opportunities now, but he's also nurturing opportunities for the future. That's often what gets overlooked."
The Results
Within the first 4 months of working together:
20
High-quality opportunities created
€390k
Pipeline generated
Several
Active deals progressed
~12mo
First close projected to cover DealSpark fees
“Our first customer will pretty much pay for a year of Luke's services.”
“These are real deals that have been created.”
These were real, commercially relevant conversations, aligned to ICP and stage. Not inflated meeting counts or low-quality introductions. Every opportunity represented a genuine buyer with the authority, budget, and need to invest in Lennox Academy's programmes.
From Initial Engagement to Long-Term Partner
DealSpark was initially seen as a way to extend outbound execution without adding internal headcount. That perspective changed.
“It's actually changed my outlook... using an external provider will be a real consideration rather than bringing this in-house.”
For founders and CROs, this is the inflection point. When execution quality matches internal standards, external support stops feeling like outsourcing. It becomes a long-term GTM partnership.
Predictable growth doesn't come from more activity. It comes from trusted execution.
The biggest thing I can say about the relationship is trust. We have 100% trust in Luke. It feels like working with an employee of Lennox Academy, an extension of what we do.
Is this the right fit for you?
This engagement is built for founders and revenue leaders who are:
- Personally owning pipeline
- Protective of their brand and standards
- Frustrated by volume-led agencies
- Not ready to hire and manage an SDR team
- Looking for a predictable outbound motion they can rely on
This isn't a fit for teams looking to outsource SDR work or chase volume. It's built for those who want commercially grounded outbound execution that protects their time and standards.
Ready to build your pipeline?
Book a no-obligation discovery call and let's see if DealSpark is the right fit for your business.
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