A Series C B2B payments company had churned through three in-house SDRs in 18 months. Axe Frontier rebuilt the motion from scratch and delivered 26 qualified meetings in the first 60 days.
The challenge
Three SDR hires, three misses: two quit within six months, one was let go. Leadership was losing faith in outbound as a channel.
The approach Axe Frontier took
Diagnostic: the problem was not the reps, it was the stack, the ICP, and the commission structure. We rebuilt all three, then put a dedicated SDR on the account. New ICP was 10x smaller but 10x more qualified.
Results
- 26 qualified meetings booked in first 60 days
- 3 late-stage opps worth $1.2M ARR
- Cost per meeting dropped from $4,200 (in-house) to $1,450
- Renewed for year two, scaled to 1.5 SDR pod
In their words
"The problem was never hiring more SDRs. It was that we never built the motion. Axe Frontier fixed the motion first."
— VP Sales, B2B Payments, Series C
Could this work for your company?
Probably yes if: you are a US B2B SaaS, Fintech, Cybersecurity, DevTools, MarTech, or HealthTech company with a defined ICP, an AE team ready to take the demos, and an ACV above $20K. Not a fit if: you sell to consumers, you are sub-$10K ACV transactional, or you have no AE to close.