Tomorro is an AI-powered contract management platform focused on serving legal departments, procurement, HR, and finance teams in the French market.

When Briag Mazodier joined Tomorro as their Growth Operations Manager, he faced a common challenge in B2B sales: how to effectively prioritize accounts within their total addressable market (TAM). As the sole person responsible for outbound strategy and supporting a team of 10 sales development representatives (SDRs), he needed a solution to help him move quickly and efficiently while maintaining data quality.

Tomorro already had their TAM loaded into HubSpot. What they lacked was a way to identify the right moments to engage with prospects and prioritize their outreach effectively. This is when Briag started looking for a tool to help him implement a signal-based approach to selling.

Scaling outbound as a growth team of one

"When you're alone in outbound, you have a lot of tools to manage and you can't fail—I needed to go fast and push a lot of data—good data—to my SDRs," Briag explains. 

When Briag started his search for a signal-based orchestration tool, he looked for a tool to enhance their existing CRM data with dynamic insights, while making sure the data that will be pushed to the CRM is clean. “I get a lot of data from Lonescale. All this data is pushed to our CRM, HubSpot, because I’m confident in the data, and that wasn’t the case before with our old tools,” said Briag. 

In addition, he also appreciated the quick wins you can get from LoneScale as soon as you start using the tool. As he puts it, “I like Lonescale because of the signals you can track, but also because of the other ‘quick wins’ for outbound that I can use. And it’s simple - you just have to create your personas and workflows to start sourcing contacts.”

After benchmarking several signal providers, Briag chose LoneScale for its comprehensive feature set and ease of use. "LoneScale was the best tool when I benchmarked the signal stack. In one tool I can manage different intents and workflows. In addition, I also have access to features like Contact Sourcing, which helps our sales reps know who to reach out to."

‍

Implementing a strategic approach to signal-based selling

‍

Briag implemented LoneScale's signals in phases, starting with what he believed would have the most immediate impact: tracking new hires in legal departments.

"The most valuable LoneScale feature for me is New Hires because when a new Legal Counsel, General Counsel, or Head of Legal joins a company, their first mission is to have a general overview of all the company’s contracts. So when we identify new hires in our target accounts, it's really interesting to reach out to them because this is where we can help."

The team then expanded their signal tracking to include:

1. Job postings within legal departments, which they use as an indicator of department growth

2. Job changes among customer contacts, helping them stay informed about movement within their target personas

3. Technology stack information extracted from job postings, helping identify companies using competitive or complementary solutions

Briag leverages all the data to create outreach sequences and empower the sales team with the right information. All the data from LoneScale is processed to create variables in their outreach process and their email sequences. 

To ensure successful adoption, Briag worked closely with the SDR team to create clear playbooks for each signal type. In addition, Briag helped build trust with the sales team by using the data himself: "I'm not a sales guy but I like to also call prospects from time to time to check that the data I have is right. The only way to get my sales team to trust the data I give them is to show I use it myself."

Generating significant impact on revenue and deal quality

The results speak for themselves. In the first nine months, LoneScale-powered signals:

• Powered over €500k in pipeline 
• Influenced over 100 deals 
• Doubled conversion rates for accounts with intent signals compared to non-signal accounts
• Helped discover more than 75% of new hires previously not in the CRM
• Improved deal quality and sales conversations

‍

"Since starting to use LoneScale, we increased our conversion rate between marketing and sales qualified lead stages," Briag notes. "Every Monday, I assign 20 companies to each SDR, which includes signals-generated accounts and non-signal (batch) accounts. So I'm able to compare the conversion rate between these two types of accounts, and we doubled the CVR between by using intents."

The impact extends beyond just numbers. "I spend a lot of time with my SDRs when they prospect. What I saw was that when they use the information from the signals, the pitch is better, they get more replies, and overall the conversations feel more connected. And more than anything, the quality of the deals is better."

The ROI was immediately apparent: "It's very important for me to see the return on investment. I pay for a lot of tools, but with LoneScale, I was able to see immediate ROI as we signed several customers with a higher ACV."

{{content-cta-1}}

Looking Ahead

Tomorro continues to expand its use of LoneScale, with plans to track job changes across Open Deals and Closed Lost opportunities to support account executives and enable more effective re-engagement strategies.

For Briag, the value of LoneScale goes beyond just the technology. "I am a tech guy, but I'm also a human guy. I love to work with people to achieve goals,” Briag says. "My objective is not to track one thousand signals for the sake of it. My objective is to help my SDRs achieve their goals. And we can see that happening because every month our goals grow, and they use intents to reach those goals."