Turning 50,000 dormant records into a weekly source of qualified conversations

L’empresa

Glifing is a 30-person edtech SaaS based in Spain, helping educators and therapists improve reading performance in children with learning difficulties.

They sell B2B to psychopedagogical centres and schools across Spain and LATAM.

Their product and ICP were defined by the time we started. Their sales systems had not kept up with either.

La situació

Five problems, stacked, each making the next one worse.

Records could not be trusted. Bulk list purchases over the years had produced duplicates, invalid entries and gaps in contact data, phone numbers especially.

Nothing was prioritized. Every contact was treated identically. There was no qualification logic, no scoring, no way to tell a high-potential account from dead weight.

List management was scattered. Each campaign lived in its own silo. Reps managed data by hand, without shared standards, so nothing accumulated.

There was no sending infrastructure. No warmup, no DNS configuration, no deliverability safeguards. Whatever went out was a coin flip.

Outreach was manual. SDRs added leads to sequences one at a time, often without verifying the email or checking relevance first.

Què vam construir

A 7-month engagement, working alongside their team. Four layers, built in order.

1. CRM cleanup and standardization Audited and deduplicated 50,000+ records in Clientify. Defined standardized fields and a consistent tagging structure. Removed outdated and invalid entries and retired dead segments. Installed basic data governance: who owns what, when it gets updated and how.

2. Qualification and enrichment Defined the ICP properly, through interviews and analysis of what had actually closed. Enriched records with Clay and Apollo against role, organization type, size and psychographic signals. Built segmentation and scoring logic that ranked leads by fit and actionability, and pointed reps at the top segments only.

3. Sending infrastructure New sending domains, warmed. DNS, SPF and DMARC corrected. A clean email infrastructure built from scratch, with sequences built on ICP psychographics and real conversion triggers rather than a generic template.

4. Workflow automation and enablement Repeatable workflows in the CRM for inbound, outbound and follow-up paths. Custom campaign workflows per segment. Reps trained in cold calling, objection handling and qualification, including live coaching on real calls.

The last layer is the one most engagements skip. A system nobody knows how to operate decays back to the original state within a quarter.

Els resultats

~5 qualified discovery calls per week, consistently. Not from new leads. From reactivated contacts that were already sitting in the CRM, including key accounts that had been idle for months or years.

80% less time spent on manual record work. SDRs stopped updating records by hand and guessing who to contact next.

Deliverability above 98%. New infrastructure cut bounce rates and lifted reply quality across every campaign.

Fewer people contacted, better outcomes. Campaigns reached a smaller, tighter audience with higher conversion and far less waste. That is the whole point of scoring, and it is the opposite of how the team was operating before.

We went from a scattered mess of leads to a machine that cleans, enriches, routes and gets conversations every week, without burning out our team.

Pere Piñol, Head of Sales at Glifing

Què és seu ara

The discovery calls are the visible result. The asset is the system that produces them.

Glifing ended the engagement with a CRM they can trust, scoring logic that reflects how they actually sell, sending infrastructure that works, and documented workflows their team runs without us.

The database stopped being a liability they were slowly burning through and became something that can be worked repeatedly.

Per a qui és això

Companies sitting on a large database they are not using.

Where leads were bought or accumulated over years, nobody has cleaned them, and every attempt at outreach produces a small number of replies and a large amount of damage.

If your reps do not know who to call first, the answer is not more leads. It is a system that decides for them.