GTM Strategy Manager Proposal
Outbound Excellence & Innovation
Cover Note
Mike and Paige,
This strategic proposal for the GTM Strategy Manager role outlines an opportunity to capture $19-24M in annual revenue by transforming Apartment List's outbound capabilities.
For efficient review of this document, I've prepared a ~5 minute executive audio briefing highlighting key insights, ROI potential, and implementation approach.
Executive Audio Briefing
Listen to a 5-minute overview of key insights and recommendations
📊 Financial Projections Disclaimer
Financial projections use industry-standard assumptions based on preliminary data and detailed in Appendix C. These are directional estimates intended to demonstrate potential ROI magnitude. The core financial model relies on Apartment List's revenue per unit as detailed below (see Appendix A for an example).
Key Assumptions (refer to Appendices A & C for full details):
- Revenue per unit: $17 annually*
- Average deal size: 3,000 units inbound, 5,000-8,000 units outbound
- BDR productivity: Aiming for $2M+ annual contribution each (post-ramp)
- AE outbound lift: $100-400K+ incremental annually per AE (varies by performance tier)
- Connect rate improvement: Target 4% → 20%+ (5x+ with tools & strategy)
- Meeting acceptance: Target 20-25%+ (conservative, with tool optimization)
* Estimated figure used for modeling purposes.
Executive Dashboard
Executive Summary
Strategic Investment Opportunity
Hire Zeke Lucas as GTM Strategy Manager to help capture an estimated $19-24M in additional annual revenue (by end of Year 2) through outbound transformation. This strategic initiative aims for a significant ROI, with initial revenue contributions expected within the first 30-90 days and a target break-even within 3 months for initial phases.
Why This Hire, Why Now
- • Rare Talent: One of only ~3 professionals with proven ability to build profitable outbound revenue engines in multifamily SaaS.
- • Proven Success: Generated $6M at Rent Dynamics (built team from 0 to 11).
- • Immediate Impact: Available now vs. a potentially lengthy 6-month search for comparable talent.
- • Cost of Delay: Each month of inaction represents a missed revenue opportunity estimated at $1.58-2M (based on the $19-24M annual target).
- • Market Timing: Capitalizing on market dynamics and approaching peak leasing seasons (e.g., Q2 2025) is crucial.
Strategic Impact
- ✓ Build industry-first AI-enabled outbound center of excellence to drive efficiency and personalization.
- ✓ Enable 40 high-performing AEs to potentially add $100-400K+ each annually through systematic outbound execution.
- ✓ Scale strategically from 0 to 4 BDRs + 1 GTM Engineer over 24 months, proving value at each stage.
- ✓ Launch quarterly innovation campaigns (detailed in Appendix A) aiming for significant revenue impact (e.g., $2.5M+ each).
- ✓ Create sustainable competitive advantage against resource-rich incumbents through superior strategy and execution.
1.0 Strategic Rationale
Key Insight
{/* Removed inline style, will inherit from global h3 or specific .warning-card h3 if defined later */ }Apartment List is potentially leaving a significant portion, estimated up to 35% of its addressable market revenue, uncaptured without a dedicated, sophisticated outbound GTM strategy.
{/* Removed inline style */}1.1 Current State Analysis
Outbound Performance Gaps:
- Absence of dedicated strategic ownership for outbound initiatives.
- Lack of a focused GTM innovation function to develop and deploy new sales plays and technologies.
- Significant untapped revenue potential within existing territories, particularly in the upmarket segment.
- Current outbound efforts, if any, are likely underperforming relative to industry benchmarks for SaaS organizations.
Competitive Landscape:
- SaaS Benchmarking: Leading SaaS organizations typically source ~35% of their new revenue through proactive, cold outbound strategies.
- Apartment List Opportunity: Currently, Apartment List appears underindexed on outbound GTM, representing a potential revenue gap estimated at $19-24M annually if benchmark performance is achieved.
- Competitive Edge: Strategic application of AI, continuous GTM innovation, and executional excellence can enable Apartment List to significantly enhance sales productivity (e.g., target 5x improvement in key metrics), effectively competing with larger, resource-rich competitors like Apartments.com.
1.2 Proposed Solution Impact
Quantified Outcomes (Illustrative Targets):
- Year 1: Aim for ~$6M-$8M in incremental revenue (from a combination of 2 BDRs, Zeke's IC contributions, and ~10 "Accelerator AEs" incorporating new outbound techniques).
- Year 2: Target $19-24M in annual run-rate revenue (scaling to 4 BDRs, with all 40 AEs systematically executing outbound strategies on top of their existing success).
- Year 3 & Beyond: Establish outbound excellence as a core competency and a sustainable competitive advantage, continually driving growth.
Primary Revenue Sources for This Initiative:
{/* Removed inline style */}The projected revenue uplift comes from a multi-pronged approach:
{/* Removed inline style */}- New Dedicated BDR Team: Scaled methodically (e.g., 0→2→4 members over 12-18 months).
- Zeke's Direct Contribution: Significant individual contribution initially, transitioning towards strategic leadership and enablement as the team scales.
- Existing AE Force Enhancement: Enabling the current 40 AEs to incorporate systematic outbound prospecting via the "Accelerator Program" and ongoing enablement. Top performers could add substantial revenue (e.g., $400K+/year), with others contributing significant incremental amounts (e.g., $100K+/year).
2.0 Phased Execution Roadmap
Strategic Progression Overview
Zeke aims to transform from a high-impact individual contributor to a senior GTM leader over a 24-month period, building a revenue engine targeted to contribute significantly towards the $19-24M annual revenue goal. This roadmap is structured in four distinct phases, each designed to validate success and mitigate risk before scaling investment and responsibility.
Illustrative Career Progression Path: IC (Months 0-3) → Player-Coach (Months 3-6) → Manager with 2 BDRs (Months 6-12) → Senior Manager with ~6 reports (e.g., 4 BDRs, 1 GTM Engineer, potentially an analyst) (Months 12-24).
Phase-by-Phase Execution Plan
| Phase | Timeline | Primary Role Focus | Illustrative Team Size (Direct Reports to Zeke) | Key Projects & Initiatives | Target Pipeline Contribution (Indicative) | Key Success Metrics / Gates |
|---|---|---|---|---|---|---|
| 1: Foundation & Validation | Months 0-3 | Individual Contributor (Super IC) | Solo | • Develop & validate 5 core sales playbooks • Initiate channel optimization (TitanX, email deliverability) • Pilot 3 GTM innovation initiatives (e.g., ResearchGPT personal use, early ABM concept) • Configure foundational Gong Engage setup |
$500K+ new pipeline generated personally | • Achieve 100%+ personal pipeline/revenue contribution target • Demonstrate 5x connect rate improvement on personal outreach • Viable MVPs for initial innovation tools/plays |
| 2: AE Accelerator & Playbook Refinement | Months 3-6 | Player-Coach | Solo (leading 10 "Accelerator AEs" in cohort) | • Launch & run first "AE Accelerator" cohort (10 AEs) • Perfect "Travel Press" sales play • Rollout EmailGPT to Accelerator AEs • Develop "Whale Hunting" play for key accounts |
$1M+ new pipeline (personal + Accelerator AEs influence) | • Measurable pipeline uplift (e.g., 2x) for participating AEs • High adoption (e.g., 80%*) of new plays by Accelerator AEs • Create demand/waiting list for future cohorts |
| 3: Team Build & Scalable Systems | Months 6-12 | BDR Manager | 2 BDRs | • Hire, onboard & train 2 high-potential BDRs • Full TitanX deployment & optimization for team • Systematize email deliverability best practices • Begin scaling AE enablement beyond first cohort |
$2M+/quarter team pipeline contribution | • BDRs achieve 100-110%+ of ramped quota • Overall AE outbound pipeline contribution increases by 25%+ • Promotion to Sr. Manager considered based on performance |
| 4: Strategic Scale & Optimization | Months 12-24 | Senior Manager, GTM Strategy | ~4 BDRs + 1 GTM Engineer | • Expand BDR team (add 2 more BDRs) • Hire GTM Engineer to build/optimize tools & processes • Implement AI-driven coaching & performance systems • Explore omnichannel expansion (advanced LinkedIn, direct mail) |
Contributing significantly to $19-24M annual run-rate target | • Achieve overall 15-22x ROI target for the initiative • ~40 AEs actively & effectively executing outbound plays • Outbound model ready for potential company-wide best practice adoption |
*Play adoption benchmark: AE executes 2+ distinct outbound plays consistently per month for at least 2 consecutive months.
24-Month Transformation Journey
From Individual Contributor to GTM Strategy Leader & Revenue Engine
Foundation & Validation
AE Accelerator & Refinement
Team Build & Systems
Strategic Scale & Optimization
Phase 1: Foundation Building & Validation (Months 0-3)
Role Focus: Super IC - Proving the Model & Personal Execution
Time Allocation (Illustrative):
- 70% Direct selling & pipeline generation (meeting personal quota targets).
- 20% Building foundational tools (e.g., ResearchGPT v1), playbooks, and infrastructure (Gong Engage, initial channel setup).
- 10% AE enablement preparation (documentation, initial relationship building with sales leadership & top AEs).
- 0% Direct BDR management (as no team exists yet).
Objectives:
Rapidly build and validate a set of scalable outbound sales playbooks through intensive personal execution. Simultaneously, establish the core technical infrastructure and processes required for future team scaling. Demonstrate tangible results quickly to build confidence and momentum.
Note on Deal Progression: In this initial phase, Zeke will be responsible for full-cycle pipeline generation, from initial outreach to creating qualified opportunities. Deals will then be handed off to the appropriate AE or Sales Leader for closing, with Zeke providing support during the transition (e.g., discovery prep, handoff call).
Daily Activities (Illustrative):
- Execute multi-channel prospecting campaigns (call, email, LinkedIn, video) based on initial playbook hypotheses.
- Build and refine AI-assistive tooling (e.g., custom GPTs within Gong Engage) for personal efficiency.
- Document winning strategies, messaging, and processes in real-time to form the basis of Playbook v1.0.
- Provide weekly progress updates to leadership on pipeline, learnings, and roadblocks.
Key Deliverables:
First 30 Days:
- Generate a full personal pipeline quota through direct selling efforts.
- Draft and begin validating at least 3-5 repeatable sales plays.
- Configure personal Gong Engage environment for optimal outbound execution (deal boards, custom variables, basic data enrichment).
- Initiate channel optimization setup (e.g., TitanX integration exploration, new email domain setup for outreach).
- Launch ResearchGPT (or similar internal tool) for personal use and efficiency gains.
Days 31-90:
- Implement foundational channel optimization infrastructure:
- TitanX contact scoring integration (or similar) piloted.
- Dedicated email deliverability domains warmed up with proper authentication (SPF, DKIM, DMARC).
- Launch and gather initial data from 2-3 GTM innovation pilots:
- E.g., Basic ABM microsites for a few top-tier target accounts.
- Automated ROI calculator templates for Property Management Companies (PMCs).
- Tier 2 outbound campaigns utilizing custom variables at a small scale.
- Begin groundwork and material preparation for the "AE Accelerator Program" with input from sales leadership on top AE identification.
- Publish v1.0 of the Outbound Sales Playbook internally (living document).
- Potentially start informal biweekly prospecting "power hour" or best-practice sharing sessions.
Success Gate for Phase 1 → Consistent personal quota achievement (or exceeding targets) + At least 3-5 documented and validated sales playbooks + Initial innovation MVPs demonstrating viability.
Phase 2: The AE Accelerator Program & Playbook Scalability (Months 3-6)
Role Focus: Player-Coach - Scaling Success Through Others & Refining Systems
Time Allocation (Illustrative):
- 50% Direct selling (maintaining a significant personal quota, e.g., 50% of full IC target).
- 10% Building/refining tools (e.g., EmailGPT, MarketGPT based on Phase 1 learnings).
- 40% AE enablement (designing, launching, and managing the "AE Accelerator Program" for the first cohort).
- 0% Direct BDR management.
Objectives:
Transform a select group of ~10 top-performing AEs (those already consistently at or above 100% of their current quota) into outbound excellence champions. The goal is to help them add substantial incremental revenue (e.g., $400K-$800K+ annually each) to their existing production by mastering systematic outbound, all while Zeke maintains personal selling success and continues to refine tools and playbooks.
Key Insight for Accelerator Program: By initially focusing on AEs already exceeding quota, the program ensures that outbound strategies augment existing success rather than being perceived as a crutch for underperformance. These top performers typically possess the drive, skills, and capacity to absorb and effectively implement advanced outbound techniques.
Program Structure:
Selection Process:
- Candidates ideally at 100%+ of current quota for a consistent period.
- Voluntary application or nomination process, with final selection of ~10 AEs based on performance, coachability, and enthusiasm.
- A 3-month intensive program focusing on adding systematic, high-quality outbound to their existing sales toolkit.
- Goal: Enable each participating AE to add a significant amount (e.g., $400K-$800K+) in incremental annual revenue through these new outbound skills.
"Accelerator AE" - Incentive & Recognition Package (Examples):
- Public recognition from VP Sales and CSO.
- First access to new AI tools, premium data, and potentially select territories for outbound plays.
- Potential for additional commission or bonuses on outbound-sourced deals.
- Opportunities for career fast-tracking, mentorship roles for future cohorts.
Key Projects & Outcomes during Phase 2:
1. "Travel Press" Sales Play - Perfected for generating consistent monthly pipeline in targeted markets.
- Develop pre-travel multi-touch outbound sequences.
- Curate ICP data for top 30-50 target markets.
- Create customizable collateral for local market nuances.
- Explore automated route planning/optimization for sales trips.
- Standardize post-travel follow-up templates and cadences.
2. "Whale Hunting" Methodology - Develop and test strategies for landing C-suite conversations at large (e.g., 10k-25k+ unit) operators.
- Craft executive-level messaging frameworks.
- Orchestrate multi-channel, multi-threaded outreach campaigns.
- Deploy personalized ABM microsites (as piloted in Phase 1) for top whale targets.
3. Tool Rollouts & Refinement:
- EmailGPT (or similar AI writing assistant) deployed and refined with the Accelerator cohort.
- Advanced use of custom variables and dynamic content scaled for Tier 2/3 campaigns.
- Develop initial performance tracking dashboards for Accelerator AEs' outbound efforts.
AE Training Expansion Plan (Post-Phase 2 Success):
After demonstrating clear success and ROI with the first cohort of 10 top performers, the program can be scaled to the full sales force in subsequent phases:
- Months 7-9 (Phase 3): Next cohort of 10 high-performing AEs.
- Months 10-12 (Phase 3): Additional cohort of 10 solid performers.
- Months 13-15 (Phase 4): Final cohort to cover remaining AEs, adapting program for different experience levels.
Each cohort is expected to add incremental revenue as they master and implement systematic outbound execution, creating a compounding effect on overall sales performance.
Expected Results from Phase 2:
- Accelerator AEs each adding a target of $400K-$800K+ in annual revenue potential, totaling $4M-$8M+ from the first cohort alone.
- Demonstrable uplift (e.g., 2x or more) in pipeline generation from outbound activities for participating AEs versus their pre-program baseline.
- Positive evangelism from successful participants, driving organic demand for future Accelerator cohorts.
- Collection of success stories and best practices to accelerate company-wide adoption and refine playbooks further.
Success Gate for Phase 2 → At least 80% of Accelerator AEs actively adopt and execute 2+ new outbound plays monthly for 2+ consecutive months, with clear evidence of pipeline generation uplift. Strong positive feedback and demand for program expansion.
Phase 3: Team Building & Systemization (Months 6-12)
Role Focus: BDR Manager - Establishing the Core Outbound Engine & Scaling AE Enablement
Time Allocation (Illustrative):
- {/* Using a darker shade of accent for text */}
- 30% Direct selling (maintaining a reduced personal quota, focusing on strategic/whale accounts).
- 5% Tool maintenance and iteration (passing primary build to GTM Engineer in Phase 4).
- 25% AE enablement (scaling the Accelerator program to further cohorts, developing standardized training).
- 40% BDR management (hiring, onboarding, training, coaching, performance management for the first 2 BDRs).
Dual Focus Areas:
1. Build an Elite Founding BDR Team:
- Hire 2 exceptional, high-potential BDRs around Month 7.
- Implement a rigorous 6-week onboarding and ramp-up program to full productivity.
- Target: Each BDR generating 8-12 qualified decision-maker conversations/meetings daily (post-ramp).
- Leverage TitanX contact scoring (fully deployed and optimized from Phase 1-2 learnings) for maximum BDR efficiency.
- Establish daily stand-ups, weekly 1:1 coaching sessions, and regular team huddles.
2. Scale & Systematize AE Enablement:
- Collaborate closely with RevOps to systematize playbooks, integrate them into CRM/Sales Engagement Platform, and track adoption/effectiveness.
- Empower graduates from the first "AE Accelerator" cohort to act as mentors or co-facilitators for subsequent cohorts.
- Expand the Accelerator program to an additional 10-20 AEs (aiming for ~20-30 AEs trained by end of Phase 3).
- Begin developing a company-wide prospecting certification program or badging system.
Organizational Structure Evolution:
- Months 7-11: 2 BDRs reporting directly to Zeke (as GTM Strategy Manager).
- Month 12 (Target): Potential promotion to Senior Manager, GTM Strategy, contingent on BDR team achieving 110%+ of collective targets and successful AE program expansion.
Key Initiatives during Phase 3:
- Full deployment and optimization of TitanX (or similar contact intelligence) for 5x+ connect rate improvement across outbound efforts.
- Robust email deliverability infrastructure and monitoring, aiming for 85%+ inbox placement rates.
- Launch MarketGPT (territory intelligence engine) to BDRs and enabled AEs for smarter targeting.
- Pilot the "Lea Pro Secret Shopping Campaign" (detailed in Appendix A) for automated upsell opportunity generation.
- Develop and implement team performance dashboards for BDRs and outbound AE activities.
Success Gate for Phase 3 → BDR team consistently achieves 110%+ of collective ramped quota for 2+ months. Measurable AE pipeline contribution from outbound activities improved by at least 25% for trained cohorts. Positive recommendation for promotion based on results.
Phase 4: Strategic Scale & Optimization (Months 12-24)
Role Focus: Senior Manager of GTM Strategy - Leading a Multi-faceted Outbound Function & Driving Continuous Innovation
Time Allocation (Illustrative):
- {/* Darker shade of success */}
- 10% Direct selling (focused purely on highly strategic "whale" accounts or key partnerships).
- 10% Co-developing next-generation tools and strategies with the GTM Engineer.
- 30% AE enablement (overseeing company-wide programs, "train the trainer" models, certification).
- 50% BDR & GTM Engineering team management (leading a team of ~4 BDRs + 1 GTM Engineer, potentially an analyst).
Team Evolution Timeline:
Month 13 (Post-Promotion):
- Officially operating as Senior Manager, GTM Strategy.
- Initiate hiring for BDRs #3 and #4 (aiming for a team of 4 BDRs).
- Launch the next AE Accelerator cohort(s), moving towards full sales force enablement.
Month 19 (approx.):
- Hire a dedicated GTM Engineer to provide technical leverage for tool development, automation, and campaign management.
- Begin designing a more formal "ALister Outbound Training Academy" or continuous learning program.
- Implement AI-augmented coaching systems (e.g., using Gong data for automated feedback/suggestions).
Strategic Initiatives during Phase 4:
1. Advanced Automation & AI Integration:
- LLM-powered research and personalization scaled across the team via internally built/managed tools.
- Automated coaching dashboards providing real-time insights to reps and managers.
- Development or integration of predictive account scoring models to prioritize efforts.
2. Omnichannel Expansion & Sophistication:
- Deep integration and strategic use of LinkedIn Sales Navigator for all outbound reps.
- Pilot targeted direct mail campaigns for high-value enterprise accounts.
- Develop coordinated webinar and event strategies to feed outbound prospecting efforts.
3. Talent Development & Career Pathing:
- Establish a clear BDR → AE (or other roles) progression path with defined milestones.
- Roll out internal certification programs for outbound skills mastery.
- Implement a mentorship matching system, pairing experienced reps with newer team members.
GTM Engineer Responsibilities (Illustrative):
- 60% Building and maintaining AI tools, coaching enablement dashboards, and optimizing sales tech stack for outbound.
- 25% Providing technical support for complex campaign setup, data integration, and automation workflows.
- 15% Researching and recommending new technologies; ensuring systems improvement and integration.
Success Gate for Phase 4 → The GTM strategy function is demonstrably contributing to the $19-24M annual run-rate revenue target. The overall initiative achieves its 15-22x ROI target. All 40 AEs are effectively executing systematic outbound plays. The outbound model is considered a center of excellence, potentially ready for broader company-wide adoption or replication.
Oracle Corporation Experience
Enterprise BDR → Enterprise Account Executive
- Transformed from 0% to 130% attainment in 9 months, earning Enterprise BDR of the Year.
- Specialized in AI/IaaS/PaaS selling to F100-F2000 accounts.
- #1 out of 110 BDRs for qualified opportunities.
- Promoted to AE, achieving #2 performer status with 121% average attainment.
- Built territory from $0 to $900K with blue-chip enterprise clients.
| Role | Top 10 Most Recognizable Accounts (Examples) | Impact |
|---|---|---|
| BDR | IBM, Sony, Wall Street Journal/Dow Jones, AMC Networks, HomeAdvisor, Omnicom Media Group, Putnam Investments, Canada Life, Mueller, Santander | $3.5M pipeline generated, #1/110 BDRs for stage-2 opportunities, Enterprise Territory of the Year |
| AE | Snapchat, Mars, United Nations, Church of Jesus Christ (LDS), GlobalTranz, Enphase Energy, Waste Management, Mountain America Credit Union, Crawford, Bealls | $900K ARR closed, 121% average attainment, #2 performer on team |
Key Achievements:
- Fastest deal cycle: 30 days from first meeting to close (GlobalTranz) & largest midterm expansion (300%).
- Presented best practices to 500-800 reps on national calls (4x).
- Team leadership: Onboarded and mentored 6 new hires.
3.0 Cross-Functional Integration
The success of this GTM strategy hinges on tight, collaborative integration with Marketing, Sales Operations (RevOps), Product, and Finance. A proactive and aligned approach across these functions will be critical.
3.1 Key Stakeholder Alignment & Collaboration
| Function | Key Integration Points & Dependencies | Mutual Success Metrics |
|---|---|---|
| Marketing | • Development of targeted collateral & messaging for outbound plays. • Coordination of omni-channel campaigns (e.g., aligning PPC/Ads with outbound sequences). • Alignment on lead scoring, MQL definitions, and ICP refinement for outbound. • Feedback loop on campaign performance and market insights from outbound. |
• MQL → SQL conversion rates from outbound-influenced leads. • Open/reply rate improvements on outbound messaging. • Overall campaign ROI and influenced revenue attribution. • Brand consistency in all outbound communications. |
| Sales Ops / RevOps | • CRM (e.g., Salesforce) optimization: custom fields, workflows, data enrichment for outbound needs. • Sales Engagement Platform (e.g., Gong Engage) configuration and management. • Data quality, hygiene, and enrichment processes for target account lists. • Process support, reporting, and dashboard creation for outbound performance. • Territory management and rules of engagement for outbound prospecting. |
• Data quality scores and contact data accuracy/completeness. • System adoption rates (CRM, Sales Engagement tools). • Time-to-productivity for new BDRs and AEs using outbound systems. • Efficiency metrics (e.g., activities per opportunity). • Accurate pipeline and revenue tracking for outbound. |
| Product | • Continuous feedback loop on customer needs, pain points, and feature requests gathered from outbound interactions. • Input into product roadmap based on market demands identified through prospecting. • Access to competitive intelligence and market trends observed on the front lines. • Support in creating technically accurate and compelling value propositions for new features/products. |
• Client data integration for enabling custom variables and personalized messaging. • Development/refinement of battlecards and competitive differentiation materials. • Impact of product features on win rates in outbound-sourced deals. • Product-market fit validation from outbound campaigns. |
| Finance | • Rigorous ROI tracking and reporting for the GTM outbound initiative. • Budget management for personnel, technology, and program costs. • Collaboration on compensation plan design for BDRs and AEs (for outbound contributions). • Validation of financial models and revenue projections. |
• Cost Per Acquisition (CPA) for outbound-sourced deals. • Revenue per rep (BDR and AE outbound contribution). • Overall initiative ROI and payback period. • Accuracy of financial forecasting related to outbound. |
4.0 Performance Metrics & ROI
INVESTMENT & RETURNS OVERVIEW
This GTM strategy is projected to require an investment of approximately $1.33M over 24 months, covering personnel, technology, and program costs (detailed in Section 6.0). The primary financial goal is to significantly contribute to an additional $19-24M in annual revenue by the end of Year 2, targeting a 15-22x ROI with break-even on initial phase investments within approximately 3 months.
Revenue Projections (Illustrative Scenarios - 24 Month Total)
The following table outlines potential revenue outcomes based on different execution scenarios. The "Target" and "Aggressive" scenarios align with the headline figures presented in the Executive Dashboard.
| Scenario | Year 1 Revenue | Year 2 Revenue | Total 24-Month Revenue | Blended ROI Multiple (approx.) |
|---|---|---|---|---|
| Conservative (P90) | $6M | $15M | $21M | ~15x |
| Target (P50) | $8M | $17.5M | $25.5M | ~18x-19x |
| Aggressive (P10) | $10M | $20M | $30M | ~22x |
Note: Year 1 includes contributions from 2 BDRs (hired mid-year), Zeke as IC, and the initial ~10 Accelerator AEs. Year 2 assumes 4 BDRs and ~40 AEs systematically prospecting. See Section 6.2 for detailed revenue source breakdown. The Executive Dashboard target of $24M total revenue falls within the Target/Aggressive range.
Illustrative Monthly Revenue Contribution Growth (Target Scenario):
- Months 1-3: ~$150K-$200K+ monthly revenue (primarily Zeke as IC, validating plays).
- Months 4-6: ~$300K-$400K+ monthly revenue (Zeke + initial 10 Accelerator AEs beginning to contribute from outbound).
- Months 7-12: ~$700K-$900K+ monthly revenue (Zeke + 2 BDRs ramping + expanding AE adoption from new cohorts).
- Months 13-24: ~$1.2M-$1.8M+ monthly revenue (Full team: 4 BDRs + GTM Engineer + ~40 AEs systematically executing outbound strategies).
Target Break-even on Initial Investment: Month 3-4 for Phase 1 & 2 costs. Full ROI on total $1.33M investment projected within 8-12 months depending on scenario.
Primary Key Performance Indicators (KPIs):
- Overall ROI: Target 15-22x over 24 months on the ~$1.33M GTM strategy investment.
- Annual Revenue Impact: $19-24M additional annual run-rate revenue by end of Year 2.
- Outbound Revenue Contribution: 20-40% of total new business revenue sourced from these outbound initiatives.
- AE Pipeline Uplift: 25-40% increase in average pipeline generated by AEs participating in the Accelerator program.
- BDR Productivity: Each BDR generating target qualified meetings leading to $2M+ in annual pipeline contribution (post-ramp).
Leading Activity & Efficiency Metrics:
- Connect Rates: By channel (call, email) and contact tier (e.g., TitanX P1, P2, P3). Target 5x improvement (e.g., 4% to 20%+).
- Meeting Acceptance Rates: Percentage of connected calls/replied emails leading to a qualified meeting. Target 20-25%+.
- Pipeline Conversion Rates: Stage-to-stage conversion (e.g., Meeting → SQL → Closed Won).
- Sales Cycle Length: For outbound-sourced deals, aiming to match or beat inbound cycle times for similar deal sizes.
- Cost Per Opportunity / Cost Per Acquisition: Monitored for efficiency.
Innovation & Enablement Metrics:
- Innovation Pilot Success Rate: Percentage of GTM innovation pilots (new tools, plays) that move to successful rollout.
- Time to Scale Innovations: Speed at which successful pilots are adopted by the wider team.
- Tool & Playbook Adoption Percentage: Usage rates of new AI tools, sales plays, and methodologies by BDRs and AEs.
- AE & BDR Ramp Time: Time for new hires or newly enabled reps to reach full productivity.
5.0 Risk Mitigation Framework
A proactive approach to identifying and mitigating potential risks is crucial for the success of this strategic GTM initiative. The following outlines key risks and proposed mitigation strategies.
5.1 Identified Risks & Mitigation Strategies
| Risk Category | Specific Risk | Probability (Est.) | Impact (Est.) | Mitigation Strategy & Contingency Plan |
|---|---|---|---|---|
| Execution | Resistance to playbook/tool adoption by AEs or BDRs. | Medium | High | • Phased rollout: Start with "AE Accelerator" program for volunteer top performers. • Strong executive sponsorship and clear communication of "WIIFM" (What's In It For Me). • Iterative feedback loops to refine tools/plays based on user input. • Success stories and peer evangelism from early adopters. |
| Technical | Delays in tool integration (e.g., TitanX, LLM APIs, CRM custom fields) or tools not performing as expected. | Low-Medium | Medium | • Phased implementation with clear milestones and QA testing. • Prioritize internal build for core AI tools (using APIs) for customization and control. • Maintain manual processes as a backup during initial rollout phases. • GTM Engineer role (Phase 4) dedicated to tech optimization. |
| Organizational | Role overlap or confusion with existing teams/initiatives; lack of cross-functional buy-in. | Medium | Medium | • Clear RACI (Responsible, Accountable, Consulted, Informed) matrix for GTM strategy role and BDR team. • Regular communication and alignment meetings with Marketing, Sales Ops, Product, and Finance leadership (Section 3.0). • Executive sponsorship to champion the initiative and resolve conflicts. |
| Market / Talent | Difficulty in hiring top-tier BDRs or GTM Engineer due to competitive market. | High | High | • Leverage Zeke's network and experience in building teams. • Offer competitive compensation and a compelling employee value proposition (career growth, innovation focus). • Accelerated timeline by hiring identified candidate (Zeke) for leadership, reducing initial search time. • Phased hiring to manage risk. |
| Performance | Current underperformance in outbound (if any) creates a steep curve to achieve benchmark results. | High | High | • The identified gap to the ~35% industry benchmark itself represents the opportunity and underscores the need for this focused initiative. • Start with proven methodologies and iterate quickly. • Set realistic ramp-up expectations for new BDRs and AEs adopting new methods. |
| Financial | Projected ROI targets or revenue contributions are not met within expected timeframes. | Low-Medium | High | • Phased roadmap with clear success gates and go/no-go decision points before scaling investment (e.g., hiring more BDRs). • Close monitoring of leading indicators (activity metrics, connect rates, meeting acceptance) to allow for early course correction. • Conservative financial modeling for base case, with clear understanding of levers. |
5.2 Competitive & Time-Sensitive Risk Analysis
- First-Mover Advantage Window: The opportunity to establish a dominant, AI-enabled outbound GTM in the multifamily SaaS space has a limited window, potentially 6-12 months, before competitors widely adopt similar strategies. Acting decisively secures this advantage.
- Talent Competition: Scarcity of professionals with proven experience in building and scaling multifamily SaaS outbound teams is increasing. Delaying the hire of a qualified candidate like Zeke (who is currently available) risks losing them to competitors.
- Competitor Activity & Market Share: Large, resource-rich incumbents are continually evolving. AI adoption and scaled outbound efficiency are critical not just for growth but for defending and taking market share. A delayed or under-resourced outbound strategy makes Apartment List vulnerable.
- Consequences of Delay: Each month of delay in implementing a robust outbound strategy not only means missed revenue (estimated $1.58-2M/month opportunity cost) but also allows competitors to strengthen their market position and potentially recruit top talent that could have been secured by Apartment List.
6.0 Investment & Financial Projections
This section details the projected investment required for the GTM Strategy initiative over 24 months and the potential financial returns, aligning with the scenarios presented in Section 4.0.
6.1 Investment Summary
The total estimated investment for this 24-month GTM transformation program is approximately $1.33 million. This is a fully loaded figure encompassing personnel, technology, and program-related expenses.
Detailed Staffing Timeline & Illustrative Costs (Fully Loaded):
Compensation structure is illustrative and subject to Apartment List's standard bands. "Fully Loaded" assumes an additional ~35% on OTE for benefits, taxes, and overhead.
| Role | Illustrative Base Salary | Illustrative OTE (On-Target Earnings) | Illustrative Monthly OTE | Illustrative Fully Loaded Monthly Cost (OTE + 35%) |
|---|---|---|---|---|
| GTM Strategy Manager | $120K | $180K | $15,000 | $20,250 |
| Sr. Manager, GTM Strategy (Promotion) | $132K | $220K | $18,333 | $24,750 |
| BDR (per person, 4 total) | $50K | $75K | $6,250 | $8,438 |
| GTM Engineer | $80K | $120K | $10,000 | $13,500 |
Phase-by-Phase Build & Estimated Cumulative Investment:
- Months 1-6 (Foundation & Accelerator Pilot): GTM Strategy Manager only. Estimated fully loaded cost: ~$121,500.
- Months 7-11 (Initial BDR Team Build): GTM Strategy Manager + 2 BDRs. Estimated additional fully loaded cost for this period: ~$185,625. (Cumulative: ~$307,125)
- Month 12 (Potential Promotion & Continued Build): Manager potentially promoted to Sr. Manager; team continues. Cost varies by promotion timing.
- Months 13-18 (Full BDR Scale): Sr. Manager + 4 BDRs. Estimated additional fully loaded cost for this period: ~$351,000. (Cumulative: ~$650k-700k range depending on M12)
- Months 19-24 (Optimization with GTM Engineer): Sr. Manager + 4 BDRs + 1 GTM Engineer. Estimated additional fully loaded cost: ~$397,097. (Cumulative: ~$1.05M-1.1M for staffing)
GTM Engineer Role Definition (Hired in Phase 4):
- Purpose: To act as a technical force multiplier for BDR team productivity, AE enablement through tools, and overall GTM innovation.
- Responsibilities (Illustrative): ~60% coaching/enablement tool development (AI tools, dashboards), ~25% technical campaign management and automation, ~15% systems improvement, integration, and new tech evaluation.
- Key Deliverables: Enhancements to AI prospecting tools (ResearchGPT, EmailGPT, MarketGPT), development of AI coaching dashboards, optimization of sales sequences and workflows, aiming to significantly boost BDR and AE outbound productivity.
Total Investment Breakdown (24 Months Estimate):
- Staffing Costs (Fully Loaded): ~$1,064,250
- Additional Investments (Technology, Programs):
- Technology Stack (Gong Engage, TitanX, LLM API usage, other sales tools): ~$219,314
- Program Costs (Accelerator incentives, campaign-specific ad spend/materials, training): ~$50,438
- Grand Total 24-Month Estimated Investment: ~$1,334,002 (approx. $1.33M)
Note: Technology costs for internally-built AI tools (ResearchGPT, EmailGPT, MarketGPT) are primarily LLM API usage, designed for cost-efficiency while allowing full customization for Apartment List's needs. This is included in the technology budget. The "$0 Additional Investment" mentioned in Appendix A's innovation summary refers to these innovations being covered within this overall tech budget, not requiring separate project funding beyond this plan.
6.2 Return Projections & Revenue Sources
The revenue projections align with the scenarios presented in Section 4.0. The primary sources contributing to the targeted $19-24M additional annual revenue by end of Year 2 are:
Revenue Source Breakdown (Illustrative for Conservative Scenario - $21M Total over 24 Months):
| Revenue Source | Year 1 Contribution (Est.) | Year 2 Contribution (Est.) | Notes |
|---|---|---|---|
| Zeke Lucas (IC/Player-Coach) | $2M | $1M | Direct contribution reduces as focus shifts to leadership & enablement. |
| 2 BDRs (Hired Month 7) | $2M | $4M | ~6 months productive contribution in Y1, full year in Y2. Assumes $2M/year/BDR. |
| 2 Additional BDRs (Hired Month 13) | - | $3M | ~9 months productive contribution in Y2 (staggered ramp). Assumes $2M/year/BDR prorated. |
| 10 "Accelerator AEs" (Outbound Uplift) | $2M | $4M | Assumes ~$200K-$400K incremental outbound revenue per AE/year. Conservative estimate. |
| 30 Additional AEs (Scaled Outbound Uplift) | - | $3M | Assumes ~$100K incremental outbound revenue per AE/year as program scales. |
| Total Estimated Revenue | $6M | $15M | Total = $21M (Conservative) |
Note: AE revenue contributions are incremental, resulting from incorporating systematic outbound practices into their existing workflows. The "Accelerator AEs" (typically already high performers) are expected to gain the most from intensive, advanced training and early access to tools. Target ($25.5M total) and Aggressive ($30M total) scenarios assume higher per-rep productivity and faster adoption.
Recap of Scenario Projections (Matches Section 4.0):
- Conservative (P90): $21M total 24-month revenue → ~15x ROI.
- Target (P50): $25.5M total 24-month revenue → ~18x-19x ROI. (Aligns with $24M Exec Dashboard revenue target).
- Aggressive (P10): $30M total 24-month revenue → ~22x ROI. (Aligns with 22x Exec Dashboard ROI target).
6.3 Why This Lean & Phased Model Works
- Gradual Scaling & Validation: The model emphasizes proving success and ROI at each phase before committing to further significant investment (e.g., hiring additional BDRs only after initial team proves effective).
- Built-in Advancement & Talent Retention: The career progression path for the GTM Strategy Manager role, and future paths for BDRs/GTM Engineer, helps attract and retain top talent.
- GTM Engineer as Force Multiplier: The dedicated GTM Engineer role is a strategic lever to maximize the productivity of the sales team through technology and process innovation, a unique element in many GTM structures.
- Capital Efficiency: The focus on internal tool development (leveraging LLM APIs) and a phased approach aims to achieve significant outcomes with potentially 30-50% less upfront investment compared to models reliant on expensive off-the-shelf enterprise software suites or larger initial team builds.
- Inherent Risk Mitigation: Multiple phase gates, clear success metrics for each stage, and the ability to iterate based on early learnings reduce overall program risk.
7.0 Next Steps & Decision Timeline
Time-Sensitive Opportunity
Each week of delay in initiating this strategic outbound transformation potentially costs ~$400K-$500K in pipeline opportunity (based on $19-24M annual target). Decisive action is recommended to secure this transformational hire and capitalize on market momentum before competitors and the Q2 peak leasing season window narrows.
Proposed Decision & Action Timeline:
- ✓ Decision Required by: June 15th, 2025 (or earliest possible date).
- ✓ Approve role creation and extend offer by: June 20th, 2025.
- ✓ Schedule final conversations with Zeke Lucas: 1st & 2nd week of June (if needed).
- ✓ Target start date for GTM Strategy Manager: July 1st, 2025 (or sooner).
- ✓ Align on final compensation, equity structure, and Phase 1 objectives.
The GTM Strategy Manager role, focused on outbound excellence and innovation, is a critical enabler for Apartment List's next phase of revenue growth. With Zeke Lucas's proven expertise in this specific domain within multifamily SaaS and his immediate availability, this hire presents a unique opportunity to rapidly transform go-to-market capabilities and capture substantial market share.
The window for establishing a dominant, AI-enhanced outbound engine is now. This strategic investment is designed to position Apartment List for significant, sustainable, long-term revenue growth.
Appendices
Appendix A: Detailed Innovation Initiatives
TOP 4 INNOVATION INITIATIVES
These four initiatives are designed to collectively contribute an estimated $14.5M in additional revenue impact and drive a 5x productivity improvement for the sales team. Investment for these is included within the overall technology budget outlined in Section 6.0.
1. AI-Powered Sales Assistant Suite
{/* Keep specific color for now, or map to a new variable like --text-success-dark */}$4M revenue impact
Internally-built tools using LLMs (ResearchGPT, EmailGPT, MarketGPT - see A.1) combine research, email writing, and territory intelligence. Reduces AE research time by ~75% while improving personalization quality at scale.
Deployment: Month 2 pilot → Month 4 full rollout
Target Scenario Assumptions (P50):
- Connect rate improvement: 4% → 20% (5x improvement)
- Meeting acceptance rate: 22-25% (slight improvement with tool optimization)
- Pipeline to close rate: 25-30%
- Average outbound deal size: 6,000 units ($102k ACV using $17/unit model)
- Deal premium: 40% larger than inbound average
- Mix includes whale hunts: 20% of deals are 10k+ units ($170k+ ACV)
- Ramp time: 2.5 months per new hire
- Market conditions: Moderate growth
Aggressive Scenario Assumptions (P10):
- Connect rate improvement: 4% → 25% (6.25x improvement)
- Meeting acceptance rate: 25-30% (AI tools + perfect timing)
- Pipeline to close rate: 30-35%
- Average outbound deal size: 8,000 units ($136k ACV using $17/unit model)
- Deal premium: 50% larger than inbound average
- Mix includes 1:1 Executive ABM: 30% of deals are 10k+ units, 10% are 20k+ units
- Ramp time: 2 months per new hire
- Market conditions: Strong tailwinds
Full financial model and detailed assumptions available in Appendix C. Final projections should be refined with Apartment List's actual close rates, sales cycle data, and territory performance metrics.
Cost-Per-Unit Model Example:
Scenario: 5,000-unit portfolio reducing vacancy from 7.1% to 5%
Key Assumptions:
- National average rent: $1,736/month (illustrative)
- Apartment List revenue: $17 per unit annually
- Industry average vacancy: 7.1% (illustrative)
Step-by-Step Calculations:
1. Vacancy Reduction Impact:
- Initial vacant units: 5,000 × 7.1% = 355 units
- Target vacant units: 5,000 × 5% = 250 units
- Additional occupied units: 105 units
2. Client Revenue Gain (Illustrative):
- Additional occupied units: 105
- Monthly rent per unit: $1,736
- Annual revenue gain: 105 × $1,736 × 12 = $2,189,280
3. Apartment List Revenue (Our Revenue):
- Portfolio units: 5,000
- Revenue per unit (AL): $17
- Total annual revenue for Apartment List: 5,000 × $17 = $85,000
4. ROI for Client (Illustrative):
- Client Revenue Gain: $2,189,280
- Apartment List Cost to Client (Our Revenue): $85,000
- Client Net Benefit: $2,104,280
- Client ROI: 25.8x return for every $1 invested with Apartment List
Key Insights for Messaging:
- Each 1% vacancy reduction for this client = ~$1,042K annual revenue gain for them.
- Apartment List investment for such a client effectively pays for itself in less than 15 days based on their revenue gain.
- Powerful outbound messaging: "Partner with Apartment List to reduce vacancy by 2% and potentially gain $2.2M in annual revenue."
- This type of ROI makes Apartment List an essential service for successful properties.
Note: The vacancy reduction ROI example for the client represents just ONE value stream. Apartment List's overall revenue comes from new logo acquisition, competitive wins, and upsell/expansion. The 15-22x overall ROI for Apartment List (as a company investing in this GTM strategy) reflects the full revenue opportunity across all these channels driven by the proposed outbound initiatives.
2. Channel Optimization Infrastructure
$5M revenue impact
Strategic implementation of tools like TitanX for contact scoring, coupled with rigorous email deliverability improvements (domain warming, authentication protocols like SPF, DKIM, DMARC), aims to drive connect rates from an assumed baseline of 4% to over 20% (a 5x improvement) through intelligent prioritization and enhanced inbox placement.
Key Components:
- TitanX (or similar Contact Intelligence): Scores contacts based on verified phone behavior to prioritize those most likely to answer. Goal: 3-5x connect rate improvement on called P1/P2 contacts.
- P1 (Pick-up Verified): Direct call strategy. Target 25%+ connect rate.
- P2 (Voicemail Verified): Call + VM + Email. Target 10-15% connect rate.
- P3 (Email Verified): Email + LinkedIn. Target 5-7% connect rate.
- Email Deliverability Infrastructure: Ensures 85%+ of emails reach the primary inbox. Involves separate domains for cold outreach, automated throttling, A/B testing, and spam score analysis. Goal: Quadruple reply rates from a baseline (e.g., 3% to 12%).
This foundational infrastructure makes every other sales activity and innovation more effective by ensuring messages reach the intended audience and reps spend time on the highest-potential interactions.
Deployment: Month 1 implementation → Month 3 full optimization
3. Secret Shopping Campaign for Lea Pro
$3M revenue impact
Develop an automated system that "secret shops" 100% of client properties monthly (or quarterly) to test responsiveness and service quality. This generates custom performance reports, provides value to clients, and creates natural upsell opportunities for Lea Pro or other relevant services. Proven to increase Lea Pro penetration by an estimated 25% where implemented.
Core Functionality:
- Custom-built application (or leveraged service) to create and manage "guest card" submissions.
- Measures responsiveness by channel (phone, email, chat), time to first response, and quality of interaction.
- Generates custom variables for automated, personalized follow-up campaigns. Example Email: "Hi [Manager], we secret shopped 10 of your properties. We found your average phone response time was [X]. Lea Pro could help improve this by [Y%]. Interested in a quick demo?"
This initiative turns performance data into actionable insights and revenue opportunities.
Deployment: Month 1 pilot (e.g., 10 properties) → Month 2 scale (100 properties) → Month 3 campaign launch to all relevant client properties.
4. Whale Hunting ABM Platform
$2.5M revenue impact
Create personalized, dynamic microsites for high-value "whale" accounts (e.g., 10k+ unit operators). These sites feature custom ROI analysis (based on their portfolio data), relevant market data, competitor insights, and potentially C-suite video messages (using AI avatars for scalability). Aims to accelerate enterprise deal cycles by an estimated 40% and increase executive engagement by 3x.
Core Functionality:
- Scalable microsite generation leveraging CRM custom variables and LLMs.
- Personalized AI-created video messages from Apartment List leadership avatars tailored to the prospect.
- Real-time market data integration relevant to the prospect's portfolio.
- One-click deployment by AEs after reviewing microsite quality, ensuring scalability.
- Mobile-optimized for executive viewing on-the-go.
This high-touch, high-tech approach is designed to capture the attention of key decision-makers at the largest PMCs.
Deployment: Month 2 for top 20 strategic accounts → Month 6 for all opportunities over a certain threshold (e.g., $500K+ ACV).
Total Innovation Impact
*Technology for these innovations is included in the overall GTM strategy technology budget (see Section 6.1).
Success Metric Focus: 5x productivity improvement for sales team enabled by these innovations.
A.1 AI-Native Enablement Suite (Components of Initiative 1)
Note: All AI tools are built internally by Zeke (or GTM Engineer once hired) using commercial LLM APIs (e.g., OpenAI, Anthropic), keeping development costs primarily to API usage. This ensures full customization for Apartment List's specific sales processes, data, and branding, while remaining cost-effective.
ResearchGPT: AI-Powered Prospecting Assistant
One-sentence summary: Automates prospect research by aggregating multiple data sources (public, private, internal AL data) and generating personalized talking points, engagement angles, and initial discovery questions in seconds instead of hours.
Business Case:
- Reduces manual research time by approximately 75%.
- Improves research depth and quality by 2-5x, in about 5% of the time traditionally taken.
- Enables true personalization at scale, moving beyond generic templates.
Core Functionality:
- Aggregates data from sources like LinkedIn, company websites, news articles, AL internal data, market reports.
- Identifies 7+ unique engagement angles per account/contact (e.g., recent news, hiring trends, strategic initiatives, competitive landscape).
- Generates actionable talk tracks, email snippets, and discovery questions tailored to the prospect.
Implementation Timeline:
- Month 1: Refine prototype as IC for personal use.
- Month 2: Rollout v1 to select AEs in the "Accelerator" program for testing and feedback.
- Month 3: Full deployment to all Accelerator AEs; iterate based on feedback to improve outputs and usability.
- Month 4: Phased full deployment to all AEs, with training and support.
EmailGPT: AI-Optimized Outreach Messaging
One-sentence summary: Transforms mediocre or generic sales emails into compelling, high-converting messages by analyzing patterns from top-performing emails, Apartment List's value propositions, and rewriting drafts in real-time with suggestions for improvement.
Business Case:
- Aims to improve email reply rates by an estimated 35%+.
- Reduces message creation and refinement time by approximately 60%.
- Teaches best practices in real-time by showing, not just telling, what good looks like.
- Ensures brand voice consistency and value proposition clarity.
Core Functionality:
- Analyzes and rewrites draft emails submitted by reps.
- Provides three alternative improvement options with clear rationales for changes (e.g., "more concise," "stronger call to action," "better personalization").
- Learns continuously from successfully sent emails (high reply/meeting rates) to refine its suggestions.
- Can be trained on specific campaign goals or personas.
Implementation Timeline:
- Month 1-2: Build and refine initial tool as IC, testing on personal outreach.
- Month 3/4: Rollout to "Accelerator" AEs; incorporate their best-performing emails as examples to train the GPT for higher quality outputs.
- Month 5: Phased full deployment to all AEs, integrated into their workflow (e.g., via Gong Engage).
MarketGPT: Territory Intelligence Engine
One-sentence summary: Creates automated market intelligence briefings, territory analysis reports, and localized talking points by synthesizing Apartment List's proprietary data with external local market conditions, news, and competitor activity.
Business Case:
- Reduces territory planning and pre-call research time by approximately 80%.
- Enables highly data-driven and localized travel planning and outreach ("Travel Press" play).
- Equips reps with up-to-date market insights to be more consultative.
Core Functionality:
- Synthesizes Apartment List Network (ALN) market data (e.g., demand, supply, pricing trends) with external sources (e.g., local real estate news, economic indicators).
- Generates localized talking points and insights for specific MSAs or submarkets.
- Can create monthly or quarterly "Territory Intelligence Podcasts" or briefing summaries for sales teams.
- Identifies "hot spots" or underserved segments within territories.
Implementation Timeline:
- Month 2-3: Build and refine initial tool as IC, focusing on key data sources.
- Month 4/5: Rollout to "Accelerator" AEs, particularly as part of "Travel Press" execution, to test its utility in real-world scenarios.
- Month 5-6: Phased full deployment to all AEs, with ongoing updates to data sources and output formats.
Appendix B: Implementation Roadmap Details
B.1 Detailed Phase 1 Activities (Months 0-3) - Foundation & Validation
| Timing | Key Activities & Focus | Outputs/Deliverables |
|---|---|---|
| Week 1-2 | Onboarding, systems access, initial data analysis, shadowing top AEs. Deep dive into current processes & performance. | • Full systems access achieved. • Initial report on win/loss data insights. • Personal pipeline tracking setup. • Plan for TitanX/email domain setup. |
| Week 3-4 | Playbook development (v0.1 of 3-5 plays). Initial small-scale testing of plays. Channel optimization setup begins. | • Drafts of 3-5 core outbound plays. • Initial test results & iteration notes. • Gong Engage sequences drafted. • TitanX integration initiated, email domains secured & warming started. |
| Week 5-8 | Intensive personal prospecting using refined plays. Innovation pilots: ResearchGPT (personal), EmailGPT (testing on own emails), first AI-driven ABM microsite concept for 1-2 targets. | • Consistent personal pipeline generation. • ResearchGPT v1 functional for personal use. • EmailGPT prototype yielding improved drafts. • Learnings from ABM pilot documented. |
| Week 9-12 | Finalize Playbook v1.0. Develop "AE Accelerator" program materials. Build cross-functional relationships. Prepare Phase 1 results presentation. Full channel optimization infrastructure live for personal use. | • Outbound Playbook v1.0 (living document). • AE Accelerator curriculum outline & materials. • Phase 1 performance report & Phase 2 plan for leadership. |
B.2 AE Accelerator Program Design (Core of Phase 2)
Selection Criteria Matrix (Illustrative):
| Criterion | Weight | Measurement Method |
|---|---|---|
| Current Sales Performance | 30% | Consistent % of quota attainment (e.g., >100% for 2+ quarters). |
| Growth Mindset & Coachability | 30% | Manager assessment; willingness to learn and try new methods. |
| Collaboration & Influence | 20% | Peer nominations/feedback; potential to evangelize. |
| Innovation Appetite & Tech Savviness | 20% | History of adopting new tools/processes; comfort with technology. |
Weekly Accelerator Curriculum Themes (12-Week Program Example):
- Weeks 1-4: Foundations & Mindset: Outbound strategy overview, advanced personalization techniques, mastering core playbooks, tool deep-dives (ResearchGPT, EmailGPT), effective questioning frameworks. Role-playing and call reviews.
- Weeks 5-8: Optimization & Advanced Tactics: A/B testing messaging, multi-threading whale accounts, advanced objection handling, pipeline acceleration strategies, leveraging MarketGPT for territory dominance. Live call sessions.
- Weeks 9-12: Mastery & Evangelism: Peer coaching, developing personalized "signature" plays, contributing to playbook refinement, documenting success stories, preparing for "graduation" and becoming internal champions. Identifying process gaps and proposing solutions.
B.3 Technology Implementation Timeline (High-Level)
- Quarter 1 (Months 1-3): Core Infrastructure & Personal Tools
- Gong Engage configuration (sequences, deal boards).
- CRM customization for outbound (key fields, views).
- TitanX (or similar) contact scoring deployment and initial integration.
- Email deliverability setup (domains, authentication, warming protocols).
- ResearchGPT v1 (for personal/pilot use).
- Basic reporting dashboards for personal tracking.
- Quarter 2 (Months 4-6): Intelligence Layer & AE Pilot Tools
- Data enrichment tool integration (e.g., ZoomInfo, Apollo).
- Initial lead scoring models for outbound targets.
- Attribution tracking refinement for outbound.
- EmailGPT rollout to Accelerator AEs.
- MarketGPT beta testing with Accelerator AEs.
- Advanced email optimization and A/B testing tools explored.
- Quarter 3 (Months 7-9): BDR Team Tools & Scaled AE Enablement
- Full TitanX and email deliverability for BDR team.
- Rollout of refined ResearchGPT, EmailGPT, MarketGPT to BDRs and wider AE groups.
- AI-driven ABM microsite platform scaling.
- BDR performance dashboards.
- Quarter 4+ (Months 10+): Optimization, GTM Engineer Integration & Next-Gen
- GTM Engineer takes lead on tool refinement and new development.
- AI model refinement for all tools.
- Deeper integrations across sales tech stack.
- Advanced analytics and predictive modeling.
- Exploration of AI coaching tools.
Note: Specific hiring for BDRs starts end of Q2/start of Q3 as per phased plan.
B.4 Proven Prospecting Methodology (Core Principles)
- "Show Me You Know Me" (SMYKM): Hyper-personalization achieved through genuine, insightful research. Reference specific initiatives, challenges, or achievements of the prospect or their company. ResearchGPT is key to enabling this at scale.
- "What's In It For Me?" (WIIFM): Lead with clear, quantifiable business outcomes relevant to the prospect, not just product features. Frame value in their terms (e.g., "Reduce vacancy by X%," "Increase NOI by Y%").
- Data-Driven Personalization at Scale: Combine automated research (ResearchGPT) with dynamic custom variables (MarketGPT insights, CRM data) to deliver relevant messaging to segmented audiences. TitanX ensures right contacts are prioritized.
- Quantify Everything: Use specific metrics, case study results, and portfolio-relevant data to build credibility and make the value proposition tangible. (e.g., "Clients like [Similar PMC] saw a 15% increase in tour-to-lease conversion...").
Tiered Engagement Strategy:
| Tier | Account Size (Units) | Research Depth | Personalization Level | Target Initial Response Rate |
|---|---|---|---|---|
| Tier 1 (Whales) | 10,000+ | Deep 1:1, multi-threaded | Fully customized, bespoke | 25-35%+ |
| Tier 2 (Strategic) | 2,500 - 9,999 | Strategic variables, key triggers | Highly personalized (semi-automated) | 15-25% |
| Tier 3 (Volume) | <2,500 | Standardized ICP fit, light persona | Template + key custom variables | 8-15% |
Proven Outreach Sequence Framework (Example "COMBO" - 8 touches in 7-10 days):
- Day 1: Omni-Channel Blitz
- Phone call (leveraging TitanX P1/P2 scoring for timing).
- Compelling Voicemail (if no answer) with specific value prop & WIIFM.
- Personalized Email (referencing call attempt) within 5-10 minutes.
- LinkedIn: Profile view + Connection request (with personalized note).
- Day 2-3: Strategic Follow-Up & Value Add
- "Bump" email with a new angle, insight, or relevant piece of content (e.g., case study, market report snippet from MarketGPT).
- Reference a recent trigger event if applicable.
- Day 4-5: Alternative Channel / Gentle Nudge
- Phone call (no voicemail if one left on Day 1, unless new critical info).
- LinkedIn engagement (comment on post, share relevant article).
- Day 6-7: Final Attempt (This Wave) & "Breakup" (Optional)
- Final combination: Call + Voicemail (summary of value, clear next step if interested) + Email (concise, polite, offering to reconnect later if timing isn't right).
Note: Sequences are adapted based on tier, persona, and ongoing A/B testing. EmailGPT assists in crafting high-quality messages for each touchpoint.
Success Metrics for Prospecting Methodology:
| Metric | Current Baseline (Est.) | Phase 1-2 Target (IC/Pilot) | Phase 4 Target (Scaled Team) |
|---|---|---|---|
| Email Reply Rate (Positive/Neutral) | 3-5% | 10-15% | 15-25% (Tier-dependent) |
| Call Connect Rate (P1/P2 Contacts) | ~4% | 15-20% | 20-25%+ |
| Meeting Acceptance Rate (from connect/reply) | ~25% | 35-40% | 40-50% |
| Pipeline Generated per Rep (Monthly Avg) | Varies / Low | $250K-$500K (Zeke IC) | $500K-$750K+ (BDRs/Enabled AEs) |
*Baseline assumptions are illustrative. Targets reflect impact of tools, training, and refined methodology. Pipeline per rep for AEs is incremental to their existing inbound/relationship-based pipeline.
Appendix C: Financial Model & Core Assumptions
This appendix outlines the core assumptions underpinning the financial projections (Sections 4.0 and 6.0). The primary revenue model for Apartment List products discussed here is based on $17 per unit annually, as illustrated in Appendix A's "Cost-Per-Unit Model Example."
C.1 Revenue Model Core Assumptions
- Apartment List Revenue Model: Primarily $17 per unit per year for core services relevant to these outbound initiatives. (Other products/services may have different models but are not the focus here).
- Target Clientele for Outbound: Property Management Companies (PMCs) and owner/operators of varying portfolio sizes.
- Average Outbound Deal Size (Illustrative): 5,000-8,000 units ($85k - $136k ACV using $17/unit). "Whale" deals can be significantly larger (10k-50k+ units).
- Sales Cycle (Outbound): Target 90-120 days from qualified meeting to close for standard deals; potentially longer for very large enterprise/whale accounts.
- Pipeline to Close Rate (Outbound): Target 25-30% (from qualified opportunity/SQL to closed won). This will be closely monitored and refined.
- BDR Ramp Time: Approximately 6-8 weeks to reach initial productivity; 3-4 months to full productivity.
- AE Ramp Time (for new outbound skills): Approximately 3 months within the Accelerator program to become proficient and start seeing significant pipeline uplift from new outbound methods.
Note on "Cost Per Lease" (CPL): While some industry discussions use CPL, Apartment List's core model for these projections is unit-based ($17/unit/year). The "Cost-Per-Unit Model Example" in Appendix A demonstrates client ROI based on vacancy reduction and AL's unit-based pricing, which is the preferred framing for this proposal's financial basis.
C.2 Revenue Attribution by Source (Recap for Conservative Scenario)
The following table (also in Section 6.2) illustrates the breakdown for the conservative $21M total revenue projection over 24 months:
| Revenue Source | Year 1 Contribution (Est.) | Year 2 Contribution (Est.) |
|---|---|---|
| Zeke Lucas (IC/Player-Coach) | $2M | $1M |
| 2 BDRs (Hired Month 7) | $2M | $4M |
| 2 Additional BDRs (Hired Month 13) | - | $3M |
| 10 "Accelerator AEs" (Outbound Uplift) | $2M | $4M |
| 30 Additional AEs (Scaled Outbound Uplift) | - | $3M |
| Total Estimated Revenue | $6M | $15M |
Note: AE revenue is incremental lift. Target and Aggressive scenarios project higher contributions from all sources due to increased efficiency, faster adoption, and potentially larger deal sizes or higher close rates.
C.3 Cost Structure Summary (Recap from Section 6.1)
- Total 24-Month Investment: Approximately $1.33M.
- Personnel Costs: ~$1.06M (GTM Manager/Sr. Manager, 4 BDRs, 1 GTM Engineer - fully loaded).
- Technology Costs: ~$219K (Gong Engage, TitanX, LLM API usage, data enrichment, etc.). (Note: Innovations in Appendix A are covered by this tech budget).
- Program Costs: ~$50K (Accelerator incentives, specific campaign materials, training resources).
C.4 Financial Model Scenario Assumptions (Key Differentiators)
The Conservative (P90), Target (P50), and Aggressive (P10) scenarios are driven by variations in key performance levers:
| Key Assumption Driver | Conservative (P90) | Target (P50) | Aggressive (P10) |
|---|---|---|---|
| Connect Rate Improvement (vs. 4% baseline) | 3.75x (to ~15%) | 5x (to ~20%) | 6.25x (to ~25%) |
| Meeting Acceptance Rate (from connect/reply) | ~30-35% | ~40-45% | ~45-50%+ |
| Pipeline to Close Rate | ~25% | ~25-30% | ~30-35% |
| Average Outbound Deal Size (Units or ACV uplift vs. baseline) | Baseline / Industry Avg. | +10-15% (due to better targeting/value prop) | +20-25% (premium deals, whale hunts) |
| Team Ramp Time (BDRs & AEs on outbound) | Slightly longer (e.g., BDRs 3-4 mo, AEs 3-4 mo) | As planned (BDRs 2.5-3 mo, AEs 2.5-3 mo) | Slightly faster (e.g., BDRs 2 mo, AEs 2 mo) |
| Market Conditions Assumed | Status quo / Slight headwinds | Moderate growth / Stable | Strong tailwinds / Favorable |
C.5 Sensitivity Analysis Insights
While a full sensitivity analysis table is extensive, key insights indicate:
- Connect Rate & Meeting Acceptance: These are highly sensitive levers. Small improvements here compound significantly through the funnel. The 5x target connect rate improvement (from 4% to 20%+) is a major driver of the projected ROI.
- Deal Size & Close Rate: Also highly impactful. Strategies focusing on upmarket clients ("whale hunting") and improving sales effectiveness directly boost ROI.
- Ramp Time: Faster ramp times accelerate ROI realization. Efficient onboarding and enablement (Accelerator program, GTM Engineer support) are critical.
The phased approach with go/no-go decision points allows for adjustments if early indicators for these key variables are off-target, mitigating financial risk.
Appendix E: Candidate Profile - Zeke Lucas
E.1 Professional Summary
Zeke Lucas offers a rare combination of proven multifamily outbound GTM strategy expertise, hands-on sales leadership, and a track record of building and scaling high-performing, revenue-generating teams from the ground up. His experience generating $6M in revenue at Rent Dynamics, where he built the outbound function from 0 to 11 direct reports, directly aligns with the needs and objectives outlined in this proposal for Apartment List.
Key Qualifications Summary:
- Rent Dynamics GTM Leadership: Built an outbound profit center generating 45% of company revenue ($6M total, $2M personal contribution while managing). Scaled team from solo to 11 through M&A.
- Oracle High-Performer: Enterprise BDR of the Year (#1/110); promoted to Enterprise AE (#2 on team, 121% attainment). Sold complex AI/Cloud solutions to F100-F2000.
- Funnel Leasing RVP Success: #1 RVP for revenue, pipeline ($7.75M), and activity. Closed largest new logo deal (Blue Roc, 10k units) and secured strategic pilot (Sandhurst, 18k units).
- Multifamily Domain Expertise: Deep understanding of PMC challenges, buying cycles, and competitive landscape. Proven enterprise hunter at NMHC Top 50 level.
- Player/Coach Philosophy: Demonstrated ability to both perform as a top individual contributor and effectively lead, train, and motivate sales teams.
E.2 Relevant Professional Experience
Funnel Leasing | Regional Vice President - Southeast (2024-2025)
- Achieved #1 RVP status in company for FY25 based on revenue ($497K closed).
- Generated #1 pipeline in company ($7.75M total: $5.75M new logos, $1M pilots, $1M upsells), exceeding combined pipeline of rest of team.
- Closed largest new logo deal in company history (Blue Roc Premier Properties, 10,000 units).
- Secured strategic pilot with Sandhurst Apartment Management (18,000 units), poised to convert to $800K+ annually.
Rent Dynamics (Acquired by Entrata) | GTM Consultant → Head of Outbound → Entrata GTM Leadership (2 Teams)
- $6M Closed Revenue: Built outbound profit center from $0, achieving an estimated 11x ROI. Team sourced 45% of total company revenue in its first year.
- Fannie Mae Partnership GTM Lead: Launched and executed GTM strategy for strategic Fannie Mae partnership, generating $2M+ monthly pipeline for rent payment reporting services.
- Personal Contribution: Sourced $2M (37% of team's total revenue) while simultaneously managing and scaling the team.
- Team Scaling: Grew team from solo IC to 3 part-time, then to 6 full-time (5 BDRs + 1 RevOps), eventually leading 10 direct reports and 1 dotted line report across two teams post-Entrata acquisition.
- Marketing Leadership: Conceived and led top 3 performing marketing campaigns in company's 10-year history.
- Post-Acquisition Turnaround (Entrata): Transformed Entrata's underperforming BDR function, increasing meeting output from <10 in all of 2023 to 12+ in Feb alone. Secured 4 team promotions during tenure.
Oracle Corporation | Enterprise BDR → Enterprise Account Executive (Boston)
- Enterprise BDR of the Year: Transformed performance from 0% to 130% of quota within 9 months. Ranked #1 out of 110 BDRs for qualified Stage 2 opportunities. Generated $3.5M in pipeline.
- Enterprise AE Success: Promoted to AE; achieved #2 performer status on team with 121% average quota attainment. Built territory from $0 to $900K ARR.
- Complex Sales: Specialized in AI, IaaS, and PaaS solutions to Fortune 100-2000 accounts.
- Notable Accounts (BDR & AE): IBM, Sony, Wall Street Journal, AMC Networks, HomeAdvisor, Omnicom, Putnam Investments, Canada Life, Snapchat, Mars, United Nations, LDS Church, GlobalTranz, Waste Management.
- Key Achievements: Fastest deal cycle (30 days, GlobalTranz), largest midterm expansion (300%), presented best practices on national calls (4x to 500-800 reps), mentored 6 new hires.
Early Career & Entrepreneurial Foundation
- Education: University of Georgia - Terry College of Business (BBA Advertising + Entrepreneurship Certificate).
- Self-Funded Education: Founded and operated an event marketing agency representing Fortune 500 brands (Ford, 5 Hour Energy, Walmart) to finance education.
- Entrepreneurial Ventures: Co-founded Peachy Screen (SaaS startup) after winning $10K in UGA pitch competition. Selected to present to UGA President's Senior Administration (50+ executives).
- Key Learnings: Gained hands-on experience across marketing, product development, sales strategy, and P&L management from an early stage.
E.3 Leadership Style & Personality Insights (Illustrative based on DISC & Experience)
- DISC Profile Indication (Typical for high-achieving sales leaders): High D (Dominance - results-driven, decisive, proactive), Moderate I (Influence - persuasive, communicative), with S (Steadiness) and C (Compliance) likely adaptable based on situation. (Actual assessment would provide precise scores).
- Leadership Characteristics & Strengths:
- Proven "player-coach" with ability to lead by example and empower teams.
- Strategic thinker with strong tactical execution skills (e.g., Fannie Mae GTM).
- Highly proactive, takes initiative, and resourceful (e.g., cold-emailed way into roles).
- Exceptional relationship-builder for strategic partnerships and C-level engagement.
- Decisive and able to navigate complex challenges and ambiguity.
- Servant leadership elements: "Go where the action is," focus on team success.
- Continuous learner: "Be the dumbest person in the room" mindset to absorb knowledge.
- Potential Development Areas & Risk Mitigation:
- Intensity/Pace: High drive is an asset; ensure sustainable pacing for team and self. Mitigation: Regular check-ins with leadership (Mike, Paige), focus on work-life balance for team, data-driven workload management.
- Directive Style: Decisiveness is good; balance with collaborative input for buy-in. Mitigation: Implement feedback loops, empower team members in their areas of expertise, foster an environment of open discussion.
- Pairing with process-oriented support resources (e.g., strong RevOps) and regular coaching from experienced leaders (VP Strategy, CSO) will ensure strengths are maximized and development areas are supported. A balanced scorecard including team health and morale metrics will be key.
E.4 Strategic Fit for Apartment List
Why Zeke is Uniquely Suited for This Role:
- Industry Scarcity & Expertise: Few professionals possess proven experience in building profitable, scaled outbound GTM functions specifically within multifamily SaaS. Zeke is one of them.
- Immediate Availability: Currently exploring opportunities, allowing for rapid deployment into this critical role.
- Demonstrated ROI & Revenue Generation: Track record of 11x ROI and $6M revenue generation in a similar context.
- Scale-Up Experience: Successfully built and led an 11-person team, including navigating M&A transitions (Rent Dynamics → Entrata).
- Cultural & Performance Fit: Direct experience working effectively at scale and delivering high-impact results, aligning with Apartment List's growth ambitions.
Expected Impact Timeline:
- Month 1: Immediate pipeline contribution based on existing playbooks and rapid assimilation.
- Month 3: First "AE Accelerator" program launched, foundational tools and playbooks refined and showing results.
- Month 6-9: Initial BDR team hired and ramping, generating significant quarterly pipeline. AE program expanding.
- Month 12-18: Industry-leading outbound function established, consistently hitting targets and contributing substantially to overall revenue goals.
Competitive Risk Regarding Talent:
Given the high demand and low supply of candidates with Zeke's specific skill set and proven success in multifamily outbound GTM, his current availability represents a closing window of opportunity. Decisive action is critical to secure this talent before competitors do.
References (Examples - Actual to be provided upon request):
- Mike Wolber - CSO, ApartmentList (Former direct supervisor at Rent Dynamics during $6M revenue build).
- Johnny Hanna - CRO, Funnel Leasing (Executive Supervisor during tenure at Funnel).
- LinkedIn: linkedin.com/in/johnny-hanna-90036/
- Phone: 801-318-6386 (Publicly available or with permission)
- Additional references from Oracle, Rent Dynamics/Entrata, and client relationships available.