About Northlane
Northlane is a strategy consulting firm for high-growth B2B technology companies. Already using Attio, their business model was historically driven by high-value referrals, and they needed a proactive outbound system to complement their network-driven growth.
The Challenge
Northlane had mastered network-driven growth, but they recognized an opportunity to diversify their pipeline. They weren't "fixing" a broken process; they were building a brand new capability from scratch.
Dominant Referral Engine: Their existing business was thriving on inbound referrals, but relying solely on a network can create dependency.
Untapped Channel: The firm had never executed a dedicated outbound strategy before. They wanted to enter this channel correctly from day one, avoiding generic "spray and pray" tactics.
Need for Precision: Given their strategic positioning, they couldn't just buy a list. They needed a system that could identify and engage specific, high-value prospects with the same quality as their referral introductions.
Our Approach
We designed and implemented a GTM engine that automated sourcing, scoring, and outreach by integrating their Attio workspace with Clay and Lemlist.
Methodology: The "spark" moment for the project came during a live training session where we demonstrated the advanced capabilities of Clay. The hardest part of the build was navigating and integrating with their complex existing Lemlist setup.
The Stack: We integrated Attio with Clay for data enrichment and scoring, and connected it to their existing Lemlist for outreach.
Data & Automation: The best automation we built was the intelligent scoring model in Clay. This system automatically prioritizes prospects based on firmographics, buying signals, and persona fit, creating a clear, tiered outreach strategy.
The Results
The project delivered a fully engineered Clay machine that transformed Northlane's GTM strategy from reactive to proactive.
A Fully Engineered Clay Machine: The system now holds 50,000 sourced and scored leads, and is used for various use cases beyond just outbound, including sales enablement and meeting preparation.
Autonomous Workflows: The Northlane team is now fully trained and autonomous, able to run and maintain the GTM machine independently.
Data-Driven Prioritization: The team can now focus its time and resources on the highest-potential prospects, maximizing the efficiency of their high-touch sales process.
Why It Matters
For a strategy consulting firm, reputation is everything. Scaling beyond a referral network requires a system that can identify high-intent prospects without sacrificing quality or brand integrity. By combining a modern CRM with precision data tools, Northlane successfully added a new, proactive growth engine to complement their existing strengths.
Ready to build your own outbound engine? Book a Free Call with Us Today - Link.