Rentlytics (acquired by RealPage) lets large apartment companies see their entire portfolio's marketing, ops, and finance analytics in one tool.
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Stabilizing Startup Runway & Engineering a Repeatable $9M Series-A Pipeline
Stabilizing Startup Runway & Engineering a Repeatable $9M Series-A Pipeline
Rentlytics (acquired by RealPage) was a roughly 10 person series A tech-startup composed of a VP Sales, CEO, and mostly software engineers. With an average deal size of $50k ARR, Rentlytics targeted ops, finance, and marketing leadership at the largest multifamily real estate firms. As the company's first Business Development hire, Angel became solely responsible for engineering a repeatable, predictable sales pipeline, a metric critical for VC investor confidence.
CHALLENGE
CHALLENGE
As a series A startup, Rentlytics faced a critical runway constraint. As the CEO put it during Angel's interview, a lack of predictable, repeatable pipeline threatened VC investor confidence, risking the inability to fund the engineers and startup survival beyond one year. Even more challenging, deals typically spanned a year or longer sales cycle. As a result, revenue from closed-won deals would likely be realized only after the critical runway constraint.
Additionally, Rentlytics lacked brand awareness in the marketplace. As a new market participant with no marketing team, leads needed to be educated, inspired, and nurtured through the buyer's journey.
SOLUTION
SOLUTION
To get to predictable pipeline, Angel engineered a highly disciplined, repeatable outbound framework (50-100 daily calls within optimized email and social cadences) driven by lead score, multi-persona mappings, and strict ICP enforcement. For this, Angel selected outreach.io and salesforce.com to automate and scale outreach and nurturing efforts.
RESULTS
RESULTS
With this strategy, Angel scaled qualified pipeline to 15-25 enterprise opportunities per month, successfully onboarded and enabled the second BDR to replicate this performance surge, while the company subsequently secured a $9.1M venture capital round that saved engineering operations and validated the business model.
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