Security staffing & services · Outbound buildout

Shift Armor

Built a cold outbound system from zero: prospect list, scripts, sequences, SOPs, and full CRM integration, so Shift Armor could hire SDRs and hit the ground running on day one.

ClientShift Armor
IndustrySecurity staffing & services
Engagement typeSales System Buildout
Prospect list size~800 contacts across 2 ICPs
Deliverables5 core workstreams
CRMHubSpot
01 · The challenge

A strong service with no outbound infrastructure to sell it.

Shift Armor had the product and the expertise, but no systematic way to reach the buyers who needed them. Their pipeline was reactive, dependent on referrals and existing relationships, with no repeatable process for generating new conversations at scale.

They needed a full outbound foundation: the right prospect targets identified and researched, a calling approach their team could execute consistently, and the operational backbone to hire SDRs and deploy the system without starting from scratch every time.

Impello was brought in to build the engine.

02 · Deliverables
Five interconnected workstreams, each built to operate independently and plug into the next. Every asset was built specifically for Shift Armor’s buyers, language, and sales motion.
01
Full Prospect List
~800 verified contacts across two distinct ICPs, each record including a verified email address, direct phone number, title, company, and enriched context for personalization. Every contact was sourced and verified specifically for Shift Armor’s two buyer segments.
ICP #1ICP #2~800 contactsEmail + phone
02
Cold Calling Campaign
A detailed, structured cold calling campaign covering call sequencing, follow-up cadence, voicemail strategy, objection handling paths, and disposition tracking, designed for an SDR to execute without guesswork.
Call cadenceVoicemail strategyObjection handlingDisposition logic
03
Cold Calling Script
A tailored, ICP-specific cold calling script written in Shift Armor’s voice and built around the pain points of their buyers, with branching paths for gatekeepers and decision-makers.
ICP-tailoredOpener variantsGatekeeper pathDM path
04
SDR Hiring & Onboarding SOPs
Step-by-step standard operating procedures for recruiting, interviewing, hiring, and onboarding SDRs so Shift Armor could scale headcount without re-inventing the process every time.
Hiring criteriaInterview frameworkOnboarding checklistRamp timeline
05
HubSpot Integration
Full CRM setup: contact imports, pipeline stages, call disposition properties, sequence enrollment, and task automation, so every rep action is captured and every prospect moves through a trackable workflow.
Contact importPipeline stagesSequencesTask automation
03 · Prospect list
Two distinct ideal customer profiles, each researched and built separately to ensure message-to-market fit. Every contact includes both a verified email address and a direct phone number.
ICP #1
~400 contacts
Corporate & Enterprise Security Buyers
Decision-makers at mid-to-large organizations that procure security staffing or managed guard services, typically Heads of Security, Facility Managers, or VP Operations.
Email addresses~400 verified
Phone numbers~400 direct
Data sourceApollo · manual enrichment
FormatCSV · HubSpot-ready
ICP #2
~400 contacts
Property & Event Management Buyers
Operators across commercial real estate, hospitality, and event management who need contracted security coverage, typically Property Managers, Event Directors, or General Managers.
Email addresses~400 verified
Phone numbers~400 direct
Data sourceApollo · manual enrichment
FormatCSV · HubSpot-ready
Total list size
~800
verified contacts across both ICPs
Emails
~800
verified addresses
Phone numbers
~800
direct dials
ICPs covered
2
distinct buyer profiles
04 · How we built it
Each workstream was built in sequence: research and targeting first, then the messaging layer, then the operational infrastructure to run and scale it.
1
Discovery
ICP definition & buyer research
Mapped the two buyer segments in detail: job titles, company types, firmographics, decision-making authority, and the language they use to describe their pain, which shaped every other deliverable.
ICP mappingBuyer researchCompetitive context
2
List build
Prospect sourcing, enrichment & verification
Sourced contacts from Apollo, manually enriched and cross-referenced for accuracy, and verified both email addresses and phone numbers before delivery. Output: two clean, dial-ready CSVs formatted for HubSpot import.
ApolloManual enrichmentEmail verificationPhone validation
3
Messaging
Script writing & campaign design
Wrote the cold calling script from scratch in Shift Armor’s voice, then built the full campaign structure around it: call cadence, voicemail scripts, objection handling trees, and follow-up timing.
Opener variantsObjection treesVoicemail scriptsFollow-up cadence
4
Infrastructure
HubSpot setup & workflow configuration
Configured HubSpot from the ground up: contact properties, pipeline stages, call outcome dispositions, sequences tied to campaign steps, and automated tasks to keep reps in motion, all structured so the team can manage it without a dedicated RevOps hire.
HubSpot CRMPipeline stagesSequence enrollmentTask automation
5
Scale
SDR SOPs & hiring documentation
Documented the full SDR hiring and onboarding process so Shift Armor could recruit and ramp sales reps against a consistent standard: interview scorecard, offer criteria, week-by-week onboarding checklist, and performance benchmarks.
Job descriptionInterview scorecardOnboarding checklistKPI benchmarks
05 · Tools used
HubSpot CRM
Apollo.io
Instantly
Hunter.io
LinkedIn Sales Navigator
Google Sheets
Notion (SOPs)
Loom (onboarding video)
Ready to build?

Your pipeline shouldn’t depend on who you happen to know.

We build the outbound system end-to-end. You get a list, a script, a CRM, and a playbook, ready to run.

Book a consultation →