Half of Clarity Security's DoGood meetings became real opportunities
A two-person marketing team in identity governance replaced cold prospecting with meetings the buyer asked for. About half converted to a next step, at twice the deal size their cold outreach produces.
Clarity Security · Identity governance
- 50%
- of DoGood meetings became real opportunitiesAbout half the meetings Clarity accepted moved to a defined next step. Their cold-call conversion rate is not close.
- 2x
- the deal size of their cold outreachOpportunities sourced through DoGood come in at least double the average contract value Clarity sees from cold channels.
The situation
Clarity Security sells identity governance to enterprise IT and security teams. The company has been in market about five and a half years, which means it competes for the same budget as entrenched platforms while still introducing its own name.
Marketing is two people. That constraint defines the whole problem. An hour spent inside a contact database to surface one plausible account is an hour not spent preparing for a conversation that is already booked. An hour a rep spends prepping for a meeting that no-shows is simply gone. Cold outreach and events were the channels available, and both spend that scarce hour before anyone knows whether the buyer is real.
So the question was never how to generate more meetings. It was how to stop spending a two-person team on meetings that were never going to happen.
Shelby McIntyre
Marketing·Clarity Security
Identity governance · About 5.5 years in market · Two-person marketing team
What they did
Set the ICP first, then the questions.
Clarity defined the titles and company profile that count as a fit, then added its own qualifying questions on top. A leader becomes a match only by meeting the criteria and answering.
Reviewed every match, and declined freely.
Each surfaced leader arrives with their answers attached. The team reads the snapshot, accepts or passes, and can say not right now at no cost.
Kept the whole relationship under an hour a week.
Approvals and routing are the entire weekly job. The comparison Clarity draws is an hour in a contact database to find one company that might fit, against twenty minutes reviewing leaders who already matched.
Moved the reclaimed hours into prep.
Because an accepted meeting is a meeting that happens, preparation goes into the deal instead of into prospecting that rarely lands.
Routed each meeting by what the buyer said.
The leader’s own answers describe the project, so the right rep is assigned before the first call rather than discovered during it.
What happened
About half of the DoGood meetings Clarity accepted turned into opportunities with a real next step. For a two-person team measured on pipeline contribution, that conversion rate is the headline.
The opportunities are also larger. Deals sourced through DoGood come in at least double the average contract value Clarity sees from cold outreach. For a challenger selling against legacy platforms, that combination beats raw volume: fewer conversations, each worth more, each with someone who already understands the pitch.
The pipeline Clarity already had got healthier too. Leaders who met the team at an event and said not right now later surfaced as DoGood members with a live initiative. A contact that had gone quiet came back as a warm re-engagement with the timing question already answered.
The calls themselves changed shape. The buyer has read Clarity’s profile, pitch, use cases, and customer proof before agreeing to meet, so the conversation opens at diagnosis rather than persuasion.
“It almost feels like less selling. Less convincing and more conversation.”
Shelby McIntyre
Marketing, Clarity Security
Why it worked
The result is a consequence of the model, not a lucky quarter. Here is the part that carries over to any vendor.
The buyer opted in, so the call starts further along.
Leaders review a vendor’s full profile, pitch, use cases, and proof before agreeing to meet. The convincing happens before the calendar invite, not during the call.
Being vetted transfers credibility.
A newer vendor shows up pre-screened by a program the leader already trusts. That is worth more to a challenger than to an incumbent, because the incumbent already has the name.
Fit is settled before anything is booked.
ICP, then qualifying questions, then the vendor’s right to decline. Three filters, all of them ahead of the meeting, all of them under the vendor’s control.
Larger deals are a selection effect, not a discount.
Qualifying questions screen for scope and stage, so the leaders who opt in tend to have a funded project rather than idle interest.
A named contact outlives the meeting.
Every meeting leaves Clarity with a full name, title, company, and contact detail. A deal that needs nurturing gets nurtured instead of restarted.
Source
This page summarizes a recorded interview with Shelby McIntyre. The full conversation, in their own words, is in the journal.
Read the full interviewBuild pipeline you can actually follow up on.
Set your ICP, review who opts in, and take only the meetings you want.