Golem: €185K of potential ARR in pipeline through outbound

Golem, which works in artificial intelligence and process automation, opened €185,000 of potential ARR in its pipeline through an outbound programme run by Growth Room between October 2025 and July 2026. The channel converts 65% of MQLs into SQLs and 46% of SQLs into opportunities, up 10 points in three months, with cost per MQL down €400 in four months and cost per opportunity down to €577, a €200 drop in three months. Alongside this, 100% of the companies in the addressable market and more than 9,000 core target contacts were scraped and enriched in the CRM.

About Golem

Golem works in artificial intelligence and process automation. Its business is B2B: it sells to companies looking to automate internal tasks and workflows. The purchase involves several functions, operational and technical, and is never decided in a single conversation.

The company was in a market deployment phase. In a young category, inbound demand is structurally low: prospects are not yet searching for a solution they cannot name. Going to them is therefore not one option among others, it is the only way to get volume quickly.

The starting point

The need was to structure a full outbound motion, cold calling included, and to do it fast. The company needed leads within a short window, at a point where the market still had to be opened.

The constraint was to build that motion on the sales processes already in place rather than replace them. The goal was not to add an external layer running on its own, but a mechanism the internal teams could take over afterwards.

Outbound: building the channel end to end

Mapping and scraping the addressable market

We started by defining the addressable market, then covering it in full: 100% of the companies in the TAM were scraped and enriched in the CRM, along with more than 9,000 core target contacts. This base is not a one-off prospecting list. It is an asset that stays in the CRM and then feeds nurturing and follow-ups, campaign after campaign.

Cold call strategy and process

Cold calling was built into the setup, with a defined strategy and process: who is called, at what point in the sequence, and what qualifies or disqualifies the conversation. The phone settles things quickly in an opening market, provided the sorting rules are written down and applied the same way by everyone.

ABM on priority accounts

On the highest-stakes accounts, the approach shifted to ABM: account-by-account treatment, addressed to the right functions, rather than one sequence applied to the whole base. That is what concentrates the effort where the potential contract value is highest.

Steering stage by stage

The channel is tracked stage by stage: MQL, SQL, opportunity. Each conversion rate is measured separately, which makes it possible to correct targeting or messaging exactly where contacts are lost. MQL to SQL conversion stands at 65%, while SQL to opportunity gained 10 points in three months to reach 46%. Costs followed the same path: €400 less per MQL in four months, €200 less per opportunity in three months, for a cost per opportunity of €577.

Results

• €185,000 of potential ARR in open pipeline opportunities at the end of the engagement.
• 65% MQL to SQL conversion rate on the outbound channel.
• 46% SQL to opportunity conversion rate, up 10 points in three months.
• €400 reduction in cost per MQL over four months.
• €577 cost per opportunity, after a €200 drop in three months.
• 100% of the addressable market and more than 9,000 core target contacts scraped and enriched in the CRM.

The engagement ended in July 2026, with the company choosing to bring the channel in house. It takes over a documented setup, a CRM base covering its entire addressable market, and conversion rates measured at every stage.

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