Ausforming is an SAP consulting firm in Sydney. When we started there was no CRM, no marketing tool, no outbound program, and the website needed rebuilding. We designed the go-to-market motion first, then put the stack around it: a tight target list, Smartlead for sending, a new WordPress site, HubSpot Marketing and Sales Hub, and a pipeline where every stage has to be earned.
Ausforming (ausforming.com) is a Sydney SAP consulting firm working across Australia and New Zealand. They match SAP customers with vetted global partners for master data, governance, value optimisation and digital transformation.
The buyers are senior and specific: the people who run or fund SAP landscapes at mid-size and large companies. That was useful. A narrow market is easier to reach well than a broad one, if you take the time to define it properly.
Most of our projects start with fixing something. This one started with nothing to fix. No CRM, no automations, no sequences, no forms. That sounds easier. It is not. The order in which you build the pieces decides whether they end up as one system or four disconnected tools.
Before we bought or set up a single tool, we wrote down the answers to three questions. Getting these right is the difference between outbound that books meetings and outbound that burns your sending domain.
A short list of the right accounts beats a big scraped one on every number that matters: deliverability, reply quality, meetings booked, deals closed. We then split the list in two, because the biggest accounts deserve a different kind of attention.
Smartlead sends. WordPress captures. HubSpot Sales Hub owns the record and routes the work. Marketing Hub nurtures against the same database. No tool holds a version of the customer the others do not see.
Most teams pour effort into lifting reply rates and almost none into what happens after the reply. That is backwards. A reply from a real buyer is the most valuable thing this whole system produces. We built for the first few minutes after it lands.
Once a discovery call is done, the deal either moves forward with a clear reason or gets closed lost on the spot. There is no vague middle where deals sit for months pretending to be alive. That is where most forecasts fall apart.
“The first time a cold reply turned into a booked call the same day, it stopped feeling like outbound and started feeling like a system that just runs.”
A short conversation on what changed, what surprised them, and what they would tell another founder about to start from zero.
Decide who you sell to. Build the list. Agree who works what, and when. Then bring in the software to fit the plan you already have. And put your best effort where the money actually is: not in sending more emails, but in making sure a real buyer who raises their hand never has to wait.
30 minutes, no deck. We walk through your ICP, list, stack, and reply workflow, and tell you the three things we would build first.
