Demand Gen When You Have Product-Market Fit
Product-market fit is proven. Customers love the product. But pipeline is not growing fast enough to justify the valuation. The challenge is no longer proving value. It is reaching the right people at scale.
Product-market fit is proven. Now the question is whether your go-to-market can scale as fast as your board expects. ORRJO builds the demand engine that matches your ambition to your pipeline.
The Challenge
What worked at 1M ARR breaks at 5M
The founder-led sales motion got you to product-market fit. But you cannot grow 3x by having the founder take 3x more calls. The things that worked early, personal networks, warm intros, conference conversations, do not scale. You need a system.
New markets need new demand gen playbooks
Expanding into new verticals, geographies, or segments means your existing messaging and channels may not work. What resonates with fintech buyers in the UK does not necessarily land with healthcare buyers in the US. Each market needs its own approach.
Hiring ahead of pipeline is expensive
The board wants you to scale the team. But hiring AEs before pipeline exists means paying salaries for months while reps sit idle. You need demand gen to lead headcount, not follow it. Pipeline must arrive before the reps do.
Our Approach
How ORRJO solves this.
We audit your current demand gen across all channels: inbound, outbound, events, content, paid. We identify which channels produce real pipeline and which produce vanity metrics. Then we double down on what works and replace what does not with proven alternatives.
Series B companies working with ORRJO typically increase qualified pipeline by 60% within one quarter without increasing headcount. In 2026, with 89% of revenue orgs using AI in sales, the companies winning at this stage are the ones using AI to amplify a solid process, not to replace one that does not exist.
Scale what is proven, test what is new
We double down on the channels producing pipeline in your core market while running controlled tests in new segments. Data drives the expansion, not assumptions.
Pipeline-led headcount planning
We generate enough pipeline to justify each new hire before you make the offer. No more paying AEs to prospect. They close deals from day one.
Market-specific demand gen
Each new market gets its own ICP, messaging, and channel strategy. We do not copy-paste your core market approach. We build a demand engine tailored to each segment.
What's Included
A growth-stage demand gen programme that scales what works and cuts what does not.
Growth audit
Assessment of current pipeline sources, conversion rates, and scalability constraints.
Market expansion playbooks
Custom demand gen strategies for each new market, vertical, or geography.
Channel scaling plan
How to scale proven channels while testing new ones without losing efficiency.
Pipeline-to-headcount model
Data model showing when to hire based on pipeline generation trajectory.
Multi-market campaign management
Coordinated outbound and inbound across multiple markets simultaneously.
Board reporting package
Comprehensive pipeline and growth metrics formatted for board presentations.
Results That Speak
Descartes // Scale-Up Demand Gen
"We had product-market fit but could not scale pipeline fast enough. ORRJO tripled our pipeline in six months and gave us the data to justify hiring five more AEs."
VP Sales, Descartes
FAQ
At Series A, you are testing and proving. At Series B, you are scaling what works and expanding into new markets. The budget is bigger, the expectations are higher, and the need for repeatable systems is critical. Founder-led sales must give way to scalable engines.
Scale gradually. Increase volume 20 to 30% per month while monitoring meeting quality and conversion rates. If quality drops, pause scaling and fix the issue. It is better to grow slowly with high quality than quickly with junk pipeline.
Start with a demand gen leader and outsource execution. As pipeline becomes predictable, bring execution in-house function by function. Most Series B companies benefit from hybrid models where strategy is internal and execution is external.
Run new market testing as a parallel workstream with its own resources and targets. Do not pull resources from the core market. Use an outsourced team for market testing so your internal team stays focused on what is already working.
Aim for 3x to 4x pipeline coverage on your annual revenue target. If you are targeting 10M in new ARR, you need 30M to 40M in pipeline. Track coverage monthly and course-correct early if you are falling behind.
With the right systems and budget, 6 to 12 months. The first 3 months are spent building infrastructure and testing in new markets. Months 4 to 6 are scaling what works. Months 7 to 12 are optimisation and further expansion.
Why ORRJO Is Different
Scaling bad process makes it worse
Series B companies often try to scale by adding headcount and budget to their existing playbook. But if the playbook is broken, more people and more money just amplify the problem. You end up spending 3x as much to generate the same pipeline.
ORRJO audits before we scale. We have found that most Series B companies have one or two channels that produce 80% of their pipeline and three or four that produce noise. We cut the noise, redirect the budget, and our clients see the difference in pipeline within 30 days.
Ready to scale demand gen to match your growth targets?
Tell us about your ideal customer and we'll build the pipeline to reach them.
Book a Strategy Call →