My Way

Client Background

My Way came to us at a familiar crossroads for startups. Their commercial lead Debbie van de Wiel had a small sales team that loved closing deals and hated how much time disappeared into finding and approaching leads. 

The obvious fix was hiring a BDR. But onboarding one takes months before it produces anything, and a startup pushing toward profitability doesn't have that luxury. 

So Debbie compared three options. A LinkedIn-only messaging service, a cold calling outsourcer that charges per booked appointment, and us. She picked us as the middle way.

The Challenge

My Way doesn't sell to an endless market. The number of hotels, real estate companies, and municipalities with parking locations worth opening up is small (in the Netherlands), and these organizations move slowly. 

That reality breaks the standard outbound playbook. An appointment-setting machine only works when the market can absorb volume. If you burn through a list this small, you won't have any list left. 

So the real question wasn't how to book more meetings. It was how to approach a few hundred valuable prospects without wasting a single one.

Our Solution

We started with the classic setup, campaigns steered purely on booked appointments. Within a few months, the data made the case for a different model. The market was too small and too slow for volume to ever pay off. 

So together with Debbie we changed course. Instead of booking appointments for My Way, we built the outbound engine that My Way runs itself. 

We set up their full Clay and Lemlist stack, from list building and enrichment to campaign execution, tuned for careful handling of a small lead pool.

We recorded walkthrough videos along the way, so the team can learn the system first-hand and train new hires with it as they scale.

Results

• A complete outbound stack, owned by My Way, with Clay and Lemlist fully set up in their own accounts instead of rented through an agency.

• First appointments booked from positive replies in a segment where hotels, real estate firms, and municipalities rarely respond to cold outreach at all.

• A sales team freed from the daunting admin work, spending its time on large parking deals instead of on list building and prospecting.

• A model that fits the market, built for precision on a few hundred valuable prospects instead of volume that isn't there.