Landing Enterprise Retailers for an Omnichannel SaaS
A retail-tech SaaS needed to reach VPs at large retail chains, not small shops. **DevCommX built a targeted outbound and SDR motion** that opened 19 enterprise opportunities in a quarter.
Customer Intro
A retail-tech SaaS sold an omnichannel inventory and store-operations platform to mid-size and enterprise retail chains. The product was strong, but the buyers — VPs of Retail Operations and Store Experience at multi-location chains — were senior, busy, and rarely reachable through inbound.
Why wasn’t the right buyer answering?
The team’s outreach was landing with the wrong people: store managers and junior ops staff, not the VPs who owned budget. Messaging was product-centric, and there was no structured way to reach and multi-thread a large retail org. Deals that did appear moved slowly because only one contact was ever engaged.
How did DevCommX fix it?
DevCommX built a targeted B2B lead generation motion with senior SDR outsourcing:
- Seniority-correct targeting — lists built around VP/Director Retail Operations and Store Experience roles, filtered by store count and modernization signals.
- Operations-led messaging — framed around shrinkage, labor efficiency, and store-level margin, the metrics retail ops leaders are measured on.
- Multi-threaded account work — engaging operations, merchandising, and IT within each chain so a champion wasn’t a single point of failure.
- Experienced SDR follow-up — reps who could hold a credible operations conversation and navigate a slow retail procurement process. See best SDR outsourcing companies.
What were the results?
| Metric | Result |
|---|---|
| Enterprise opportunities opened | 19 in one quarter |
| Meetings with VP+ buyers | 73% of booked meetings |
| Avg. stakeholders engaged per account | 3.4 |
| Pipeline generated | $1.9M |
The retail-tech SaaS stopped wasting cycles on junior contacts and started consistently reaching the people who sign.
Insight
In enterprise retail tech, getting to the right seniority is half the battle. Outbound works when targeting, messaging, and reps are all tuned to a VP’s world — and when the whole buying org is engaged, not one fragile champion. For how to build those lists, see how to build a B2B lead list.
Callout Quote
“We were stuck talking to store managers. DevCommX got us in front of the VPs who actually own the budget — that changed our whole year.” — VP Sales, Retail-Tech SaaS
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Selling into retail chains? Book a strategy call or explore B2B lead generation and SDR outsourcing.