About Northlane Partners
Northlane Partners 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's lead generation was effective but had hit a ceiling. Their process was heavily relationship-driven and reactive, with no system to proactively source and engage new prospects.
Reliance on Referrals: The majority of all new deals came from their existing network of VCs and investors.
Reactive and Manual Process: Leads were tracked in Attio, but there was no structured system to proactively source and engage new prospects.
Limited Outbound Success: Previous ad-hoc outbound campaigns weren't based on data-driven signals, leading to low conversion rates.
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 high-touch advisory firm, scaling beyond a referral network requires a system that can proactively identify high-intent prospects without sacrificing quality. By combining a modern CRM with powerful data enrichment and automation tools, a business can build a predictable outbound channel that complements its existing strengths and drives new growth.
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