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GTM ENGINEERING FOR DARING B2B COMPANIES

Ambitious B2B Companies Pay Us To Run

Ambitious B2B Companies Pay Us To Run a

A

Dangerous-Yet-Profitable

Dangerous-Yet-Profitable

Science

Experiment On Their Market

Science Experiment On Their Business*

The Deal Lab uses a controversial, scientific framework to book the volume + quality of meetings every startup wants, using a proprietary tech + messaging stack every competitor lacks.

The Deal Lab uses a controversial, scientific framework to book the volume + quality of meetings every startup wants, using a proprietary tech + messaging stack every competitor lacks.

ENTER THE DEAL LAB ->

ENTER THE DEAL LAB ->

A Strategic partner trusted by the world's most potent GTM technologies

Leading GTM technology startups partner with us to prove what’s possible with superior GTM systems.

“The Deal Lab's ability to deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.”

Chief Executive Officer

Anonymous

“The Deal Lab's ability to deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.”

Chief Executive Officer

Anonymous

“The Deal Lab's ability to deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.”

Chief Executive Officer

Anonymous

How many of these apply to you?

The 3 Patterns Our Experts See In Almost Every GTM Review

(from startups to series C)
STRATEGY

You struggle to articulate what you do in a way that’s compelling to your market.


You’re unsure how to adapt your initial messaging, segment your market into meaningful avatars, and deliver them a message so specific to their unique context, it leaves them no option but to book a call.

SYSTEMS

Your data is scattered. Your stack wastes time and money. And you’re not sure what to implement to improve segmentation and messaging.

SCALE

You don’t have a predictable, stable, scaleable revenue engine. You improvise where you should systemize. And you’re not interested in patchwork systems or reliance on a third party agency forever.

How many of these apply to you?

The 3 Patterns Our Experts See In Almost Every GTM Review

(from startups to series C)
STRATEGY

You struggle to articulate what you do in a way that’s compelling to your market.


You’re unsure how to adapt your initial messaging, segment your market into meaningful avatars, and deliver them a message so specific to their unique context, it leaves them no option but to book a call.

SYSTEMS

Your data is scattered. Your stack wastes time and money. And you’re not sure what to implement to improve segmentation and messaging.

SCALE

You don’t have a predictable, stable, scaleable revenue engine. You improvise where you should systemize. And you’re not interested in patchwork systems or reliance on a third party agency forever.

There’s a better way TO SELL

The Deal Lab Understands how to combine advanced tech stacks to deliver faster, more consistent revenue outcomes for B2B companies at all stages of growth

We offer custom-built GTM systems based on:

Granular TAM segmentation.

Proprietary data enrichment.

Top 1% messaging.

Our outcomes are based on identifying the exact segments, channels, and messages required to build high-quality customer relationships in your market.

We do this using a proprietary method that goes against the playbook of almost every outbound sales agency operating today.

And we know this because…

Our processes are best in class, which is why 1650+ people have joined our Slack Group to learn how we do it…

Including competitors (and friends) like 99% of cold email agencies currently pitching in your inbox, multiple GTM Heads at multinational technology companies, and the majority of RevOps and GTM Engineering agencies active on LinkedIn.

Many of the playbooks shaping outbound start here.

(please ask around if you doubt that)

ENTER THE DEAL LAB

ENTER THE DEAL LAB

1,650+

Active members in GTM Cafe

1,650+

Active members in GTM Cafe

Our Solution

The Deal Lab Methodology

\001

80/20 TAM Granularity

Every TAM has segments. Segments have personas. And those personas respond to angles. We help you break down your market into a messaging matrix - composed of the right markets, segments, personas, and angles - to maximize our chances of identifying what works. We start every engagement by mapping out this matrix to form a basis for initial campaigns.

Find out where the next 80% of your revenue will come from

\001

80/20 TAM Granularity

Every TAM has segments. Segments have personas. And those personas respond to angles. We help you break down your market into a messaging matrix - composed of the right markets, segments, personas, and angles - to maximize our chances of identifying what works. We start every engagement by mapping out this matrix to form a basis for initial campaigns.

Find out where the next 80% of your revenue will come from

\001

80/20 TAM Granularity

Every TAM has segments. Segments have personas. And those personas respond to angles. We help you break down your market into a messaging matrix - composed of the right markets, segments, personas, and angles - to maximize our chances of identifying what works. We start every engagement by mapping out this matrix to form a basis for initial campaigns.

Enter The Deal Lab

\002

Feedback Loops

Now we can run intelligent tests that identify hot spots in your market. We test, we see what works, and we iterate based on that. This is where we determine if you're in an 'uphill pipeline environment' (bad), or not (good).

See where your message hits, and where it doesn’t

\002

Feedback Loops

Now we can run intelligent tests that identify hot spots in your market. We test, we see what works, and we iterate based on that. This is where we determine if you're in an 'uphill pipeline environment' (bad), or not (good).

See where your message hits, and where it doesn’t

\002

Feedback Loops

Now we can run intelligent tests that identify hot spots in your market. We test, we see what works, and we iterate based on that. This is where we determine if you're in an 'uphill pipeline environment' (bad), or not (good).

Enter The Deal Lab

\003

Message-Market-Fit

Around the 4 month mark, early-stage startups in our Message-Market-Fit Pilot have tested and validated their messaging and targeting. You may have the outcomes you want, you may not. Regardless, real data will tell you if the market currently resonates with your product.

Validate your narrative before you scale spend

\003

Message-Market-Fit

Around the 4 month mark, early-stage startups in our Message-Market-Fit Pilot have tested and validated their messaging and targeting. You may have the outcomes you want, you may not. Regardless, real data will tell you if the market currently resonates with your product.

Validate your narrative before you scale spend

\003

Message-Market-Fit

Around the 4 month mark, early-stage startups in our Message-Market-Fit Pilot have tested and validated their messaging and targeting. You may have the outcomes you want, you may not. Regardless, real data will tell you if the market currently resonates with your product.

Enter The Deal Lab

\004

Bespoke GTM Systems

At this point, early stage startups with successful PMF and MMF now use us to keep running Done-For-You outbound, and create an increasingly sophisticated revenue engine as they scale. Later-stage companies will bring us in to help their teams operate with more precision. Here, our skills in automating workflows, modernizing their GTM system, and accelerating existing revenue channels build on their foundations.

Build the GTM engine that compounds revenue

\004

Bespoke GTM Systems

At this point, early stage startups with successful PMF and MMF now use us to keep running Done-For-You outbound, and create an increasingly sophisticated revenue engine as they scale. Later-stage companies will bring us in to help their teams operate with more precision. Here, our skills in automating workflows, modernizing their GTM system, and accelerating existing revenue channels build on their foundations.

Build the GTM engine that compounds revenue

\004

Bespoke GTM Systems

At this point, early stage startups with successful PMF and MMF now use us to keep running Done-For-You outbound, and create an increasingly sophisticated revenue engine as they scale. Later-stage companies will bring us in to help their teams operate with more precision. Here, our skills in automating workflows, modernizing their GTM system, and accelerating existing revenue channels build on their foundations.

Enter The Deal Lab

“The Deal Lab has cracked the code on B2B growth, turning the painful process of outbound sales into something that actually works. Their Message-Market-Fit approach is brilliant, effective, and changing how our company connects with our target customers.”

Managing Director

Anonoymous

“The Deal Lab has cracked the code on B2B growth, turning the painful process of outbound sales into something that actually works. Their Message-Market-Fit approach is brilliant, effective, and changing how our company connects with our target customers.”

Managing Director

Anonoymous

You appeal to too many, which means you connect with too few.

Your market is made up of individuals, not averages. Specific individuals respond to specific messages, delivered at the right time, through the right medium. Most companies pursue one GTM strategy, with one broad avatar, based on one product-centric explanation of their offering. Our systems thinking approach will test & validate your messaging, find message market fit, and accelerate B2B growth with a bespoke GTM system.

ENTER THE DEAL LAB

ENTER THE DEAL LAB

“The Deal Lab helped us test whether outbound could be an effective channel for us. I’m happy to say that today we see a healthy stream of business coming from cold email.”

Founder

Staffing Agency

“The Deal Lab helped us test whether outbound could be an effective channel for us. I’m happy to say that today we see a healthy stream of business coming from cold email.”

Founder

Staffing Agency

“The Deal Lab helped us test whether outbound could be an effective channel for us. I’m happy to say that today we see a healthy stream of business coming from cold email.”

Founder

Staffing Agency

Case Studies

Find out how we’ve driven
growth for 80+ companies

We operate with the most in-depth and advanced GTM expertise in the world, driving consistent growth for 80+ companies.

From Zero Users To 21 Pilot Signups, 3 Paid Deals, And 1 Enterprise Contract Over $100K ACV
CHALLENGES

Visceral.ai was starting from zero: no users, no case studies, and no traction. The vision was clear - a powerful new product that uncovered customer behavior patterns existing analytics tools couldn't detect - but selling an unknown product into large brands without proof was a high-friction path. We needed signal, feedback, and momentum.

STRATEGY

Rather than aim directly at brands, we targeted analytics and product-focused agencies first - the firms already embedded with the kind of companies Visceral eventually wanted to serve. Using Clay for targeting and Smartlead for delivery, we launched outbound campaigns powered by AI-personalized messaging.

RESULT

21 pilot signups generated through cold outbound

3 converted to paid deals, including one enterprise contract over $100K ACV

Messaging evolved rapidly from 'what is this?' to 'how fast can we test this?'

Delivered a complete outbound system + messaging playbook to the internal team

CHALLENGES

Visceral.ai was starting from zero: no users, no case studies, and no traction. The vision was clear - a powerful new product that uncovered customer behavior patterns existing analytics tools couldn't detect - but selling an unknown product into large brands without proof was a high-friction path. We needed signal, feedback, and momentum.

STRATEGY

Rather than aim directly at brands, we targeted analytics and product-focused agencies first - the firms already embedded with the kind of companies Visceral eventually wanted to serve. Using Clay for targeting and Smartlead for delivery, we launched outbound campaigns powered by AI-personalized messaging.

RESULT

21 pilot signups generated through cold outbound

3 converted to paid deals, including one enterprise contract over $100K ACV

Messaging evolved rapidly from 'what is this?' to 'how fast can we test this?'

Delivered a complete outbound system + messaging playbook to the internal team

CHALLENGES

Visceral.ai was starting from zero: no users, no case studies, and no traction. The vision was clear - a powerful new product that uncovered customer behavior patterns existing analytics tools couldn't detect - but selling an unknown product into large brands without proof was a high-friction path. We needed signal, feedback, and momentum.

STRATEGY

Rather than aim directly at brands, we targeted analytics and product-focused agencies first - the firms already embedded with the kind of companies Visceral eventually wanted to serve. Using Clay for targeting and Smartlead for delivery, we launched outbound campaigns powered by AI-personalized messaging.

RESULT

21 pilot signups generated through cold outbound

3 converted to paid deals, including one enterprise contract over $100K ACV

Messaging evolved rapidly from 'what is this?' to 'how fast can we test this?'

Delivered a complete outbound system + messaging playbook to the internal team

Replacing A Broken Inbound Motion
CHALLENGES

We partnered with a safety technology company providing physical sensors to detect vaping, fights, and other high-risk behaviors in schools. Their $300K inbound funnel collapsed overnight - trade shows dried up, referrals slowed, and ad spend flatlined. Cold outbound had never worked for them before.

STRATEGY

We rebuilt their outbound engine from scratch using Clay and Smartlead. We sourced and filtered school decision-makers, enriched the data with role-specific triggers, and used AI-personalized messaging to drive direct engagement.

RESULT

Consistently generate 3+ positive replies per day from high-intent school decision-makers

Replaced their broken inbound motion with a fully owned outbound system

Operated at the cost of just 2 full-time reps, while dramatically outperforming internal efforts

CHALLENGES

We partnered with a safety technology company providing physical sensors to detect vaping, fights, and other high-risk behaviors in schools. Their $300K inbound funnel collapsed overnight - trade shows dried up, referrals slowed, and ad spend flatlined. Cold outbound had never worked for them before.

STRATEGY

We rebuilt their outbound engine from scratch using Clay and Smartlead. We sourced and filtered school decision-makers, enriched the data with role-specific triggers, and used AI-personalized messaging to drive direct engagement.

RESULT

Consistently generate 3+ positive replies per day from high-intent school decision-makers

Replaced their broken inbound motion with a fully owned outbound system

Operated at the cost of just 2 full-time reps, while dramatically outperforming internal efforts

CHALLENGES

We partnered with a safety technology company providing physical sensors to detect vaping, fights, and other high-risk behaviors in schools. Their $300K inbound funnel collapsed overnight - trade shows dried up, referrals slowed, and ad spend flatlined. Cold outbound had never worked for them before.

STRATEGY

We rebuilt their outbound engine from scratch using Clay and Smartlead. We sourced and filtered school decision-makers, enriched the data with role-specific triggers, and used AI-personalized messaging to drive direct engagement.

RESULT

Consistently generate 3+ positive replies per day from high-intent school decision-makers

Replaced their broken inbound motion with a fully owned outbound system

Operated at the cost of just 2 full-time reps, while dramatically outperforming internal efforts

5x'd Revenue In 8 Months For The Cost Of One SDR
CHALLENGES

We worked with a SaaS company helping nonprofits grow donations by identifying likely givers and engaging them through smarter outreach. They were early - no channel had scaled, and internal teams were stretched thin.

STRATEGY

We built outbound campaigns targeting education, religious, and community-focused nonprofits. Using enriched data from Clay and custom signal filters, we drove highly relevant, trust-based outreach.

RESULT

Sourced 90% of the company's total revenue to date

Helped them 5x the business in 8 months

All from a budget equivalent to a single sales hire

CHALLENGES

We worked with a SaaS company helping nonprofits grow donations by identifying likely givers and engaging them through smarter outreach. They were early - no channel had scaled, and internal teams were stretched thin.

STRATEGY

We built outbound campaigns targeting education, religious, and community-focused nonprofits. Using enriched data from Clay and custom signal filters, we drove highly relevant, trust-based outreach.

RESULT

Sourced 90% of the company's total revenue to date

Helped them 5x the business in 8 months

All from a budget equivalent to a single sales hire

CHALLENGES

We worked with a SaaS company helping nonprofits grow donations by identifying likely givers and engaging them through smarter outreach. They were early - no channel had scaled, and internal teams were stretched thin.

STRATEGY

We built outbound campaigns targeting education, religious, and community-focused nonprofits. Using enriched data from Clay and custom signal filters, we drove highly relevant, trust-based outreach.

RESULT

Sourced 90% of the company's total revenue to date

Helped them 5x the business in 8 months

All from a budget equivalent to a single sales hire

Tripling Email Reply Rate While Cutting Sends By 83%
CHALLENGES

A horizontal MarTech SaaS platform designed to unlock value at the intersection of data, creative, and go-to-market teams. Their typical buyers were demand gen leaders, product marketers, and CMOs looking to scale what works.

STRATEGY

We cut 83% of their previous email sends while maintaining quality and precision.

RESULT

Tripled their overall reply rate

Boosted positive replies by 33%

Landed 82.5% as many opportunities

Low CAC, high ROI - all without some 'no brainer' offer or lead magnets

CHALLENGES

A horizontal MarTech SaaS platform designed to unlock value at the intersection of data, creative, and go-to-market teams. Their typical buyers were demand gen leaders, product marketers, and CMOs looking to scale what works.

STRATEGY

We cut 83% of their previous email sends while maintaining quality and precision.

RESULT

Tripled their overall reply rate

Boosted positive replies by 33%

Landed 82.5% as many opportunities

Low CAC, high ROI - all without some 'no brainer' offer or lead magnets

CHALLENGES

A horizontal MarTech SaaS platform designed to unlock value at the intersection of data, creative, and go-to-market teams. Their typical buyers were demand gen leaders, product marketers, and CMOs looking to scale what works.

STRATEGY

We cut 83% of their previous email sends while maintaining quality and precision.

RESULT

Tripled their overall reply rate

Boosted positive replies by 33%

Landed 82.5% as many opportunities

Low CAC, high ROI - all without some 'no brainer' offer or lead magnets

No Revenue to $50K Deal in ~100 Days
CHALLENGES

This seed-stage AI company building infrastructure to help customer success teams act faster had no revenue, two non-ICP pilots, and a string of founder-led conversations mostly driven by investor intros. They hated the idea of spinning up domains and blasting emails.

STRATEGY

Our playbook here was so unique we don't want to talk about it publicly, but we ultimately created a steady flow of qualified opportunities.

RESULT

A verbal confirmation on a $50K deal

Boosted positive replies by 33%

Cold-sourced, no tricks

CHALLENGES

This seed-stage AI company building infrastructure to help customer success teams act faster had no revenue, two non-ICP pilots, and a string of founder-led conversations mostly driven by investor intros. They hated the idea of spinning up domains and blasting emails.

STRATEGY

Our playbook here was so unique we don't want to talk about it publicly, but we ultimately created a steady flow of qualified opportunities.

RESULT

A verbal confirmation on a $50K deal

Boosted positive replies by 33%

Cold-sourced, no tricks

CHALLENGES

This seed-stage AI company building infrastructure to help customer success teams act faster had no revenue, two non-ICP pilots, and a string of founder-led conversations mostly driven by investor intros. They hated the idea of spinning up domains and blasting emails.

STRATEGY

Our playbook here was so unique we don't want to talk about it publicly, but we ultimately created a steady flow of qualified opportunities.

RESULT

A verbal confirmation on a $50K deal

Boosted positive replies by 33%

Cold-sourced, no tricks

~50 Signups/Mo Converting At ~25% With 70% Reduction In CAC
CHALLENGES

After working with a Fintech client selling into SMBs for 6 months, they hired us to take over a larger share of outbound execution. They'd previously been sending 200,000 emails a month.

STRATEGY

We outperformed them in a head-to-head (friendly) competition, with just 15,000 emails sent compared to their 200K using Ocean.io data, custom enrichments in Clay, and a waterfall of tools.

RESULT

Delivered 40–60 signups per month

25%+ converted consistently into qualified opportunities

Reduced CAC by over 70%

CHALLENGES

After working with a Fintech client selling into SMBs for 6 months, they hired us to take over a larger share of outbound execution. They'd previously been sending 200,000 emails a month.

STRATEGY

We outperformed them in a head-to-head (friendly) competition, with just 15,000 emails sent compared to their 200K using Ocean.io data, custom enrichments in Clay, and a waterfall of tools.

RESULT

Delivered 40–60 signups per month

25%+ converted consistently into qualified opportunities

Reduced CAC by over 70%

CHALLENGES

After working with a Fintech client selling into SMBs for 6 months, they hired us to take over a larger share of outbound execution. They'd previously been sending 200,000 emails a month.

STRATEGY

We outperformed them in a head-to-head (friendly) competition, with just 15,000 emails sent compared to their 200K using Ocean.io data, custom enrichments in Clay, and a waterfall of tools.

RESULT

Delivered 40–60 signups per month

25%+ converted consistently into qualified opportunities

Reduced CAC by over 70%

The Deal Lab Is A Clinically Run GTM Strategy & Operations Agency.

Our engagements are dangerous, experimental and highly-profitable. We partner with the most daring B2B teams ready to test their limits, and rewrite what’s possible.

ENTER THE DEAL LAB

ENTER THE DEAL LAB

“The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.”

Founder

B2B Consultant

“The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.”

Founder

B2B Consultant

“The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.”

Founder

B2B Consultant

Pricing

Operational services for
every stage of growth

Each engagement is proprietary, confidential, and designed for measurable velocity. Choose your level of operational depth:

Message-Market Fit Pilot

Early-Stage Operation — Validate, calibrate, and find throughput potency.

$6,500

/mo

4-month engagement

Outcome:

Validate your outbound narrative, channels, and ICP variants.

Structure:

Four-month, throttled-volume testing program.

Multiple campaigns in parallel with continuous reprioritization.

Best for Teams going zero-to-one on outbound or retesting positioning before scaling.

ENTER THE DEAL LAB

ENTER THE DEAL LAB

ENTER THE DEAL LAB

MOST POPULAR

Done-For-You Outbound

Growth-Stage Operation — Scale proven plays to dominate your TAM.

$8,500

/mo

Typical 6-month engagement

Outcome:

Expand validated messaging into predictable outbound motion.

Structure:

Ongoing engagement with multi-channel, higher-volume execution.

Integrated reporting, optimization cadence, and custom playbook.

Best for Teams with early signal ready to build consistent pipeline at scale.

ENTER THE DEAL LAB

ENTER THE DEAL LAB

ENTER THE DEAL LAB

Go-To-Market Consulting

Top-End Operation — Precision GTM engineering for leadership teams.

Custom Pricing

Outcome:

Bespoke GTM strategy across messaging, motion design, data, ops, and experimentation.

Structure:

Fully custom scope; no preset limits.

Best for Leadership teams seeking senior operators for complex GTM challenges beyond productized systems.

ENTER THE DEAL LAB

ENTER THE DEAL LAB

ENTER THE DEAL LAB

Why The Deal Lab

The Deal Lab brings engineered precision to a world of productized spray-and-pray.

The Deal Lab's Approach

Aligns to internal priorities and accelerates goal attainment

Focused on profitable, repeatable, and scalable revenue engines

Bespoke offerings based on where we can deliver outsized returns

Other Lead Gen & Clay Agencies

Sells a stale, packaged copycat product & acts as a silo

Focused on sending a lot of emails, building cool looking tables, and # of "leads"

Productized, cookie-cutter offerings based on what $100M Offers told them to say

ENTER THE DEAL LAB

ENTER THE DEAL LAB

ENTER THE DEAL LAB

Our Process

How we work

/001

Kickoff

Our team will go over your onboarding form on a call with you, and capture more detail needed to move forward — including any additional context or information you want to provide.

/002

Onboarding

After moving through our sales process and signing our proposal, we'll have you fill out an onboarding form so we can understand more about you and your business. This takes very little time to complete, but is essential.

/003

Research & TAM Breakdown

We begin our research phase, establishing your TAM and breaking it down into strategic segments, messages, and angles. This is where we do what few others can.

/004

Setup

After our recommended campaign approach is approved, we move into the necessary technical and messaging development work needed to launch your campaigns.

/005

Campaigns

We craft and launch targeted campaigns tailored to each segment and persona. Once we've identified a meeting-ready-lead, we'll deliver it straight to your team.

/006

Results Assessment

We maintain weekly reports, as well as a comprehensive brief at the end of any 4-month pilot, with the goal of building effective feedback loops.

/007

Iteration and Optimization

We treat every campaign as a live experiment. We analyze performance across segments, refine angles, optimize targeting, and ship improvements weekly, so your outbound gets smarter, sharper, and more effective over time.

Your next objective:
Book a free strategy call

Your next objective:
Book a free strategy call

For daring B2B teams ready to push

their limits and redefine what’s possible.

For daring B2B teams ready to push

their limits and redefine what’s possible.

BOOK A FREE STRATEGY CALL

BOOK A FREE STRATEGY CALL

TESTIMONIALS

Results from inside The Deal Lab

Results from inside
The Deal Lab

Dangerous ideas and profitable outcomes.

Founder

@ SaaS

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.

Founder

@ SaaS

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.

Founder

@ SaaS

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world... which is why I've brought them into a number of additional projects as well.

Managing Director

@ Private Equity Firm

The Deal Lab has cracked the code on B2b growth, turning the painful process of outbound sales into something that actually works. His Message-Market-Fit approach is brilliant, effective, and changing how our company connects with our target customers.

Managing Director

@ Private Equity Firm

The Deal Lab has cracked the code on B2b growth, turning the painful process of outbound sales into something that actually works. His Message-Market-Fit approach is brilliant, effective, and changing how our company connects with our target customers.

Managing Director

@ Private Equity Firm

The Deal Lab has cracked the code on B2b growth, turning the painful process of outbound sales into something that actually works. His Message-Market-Fit approach is brilliant, effective, and changing how our company connects with our target customers.

Director of Sales

@ SaaS

Kellen is one of the best outbound practitioners in the space. I have learned a lot from conversations about outbound and building systems with Kellen and it continues to impress how he stay ahead of curve.

Director of Sales

@ SaaS

Kellen is one of the best outbound practitioners in the space. I have learned a lot from conversations about outbound and building systems with Kellen and it continues to impress how he stay ahead of curve.

Director of Sales

@ SaaS

Kellen is one of the best outbound practitioners in the space. I have learned a lot from conversations about outbound and building systems with Kellen and it continues to impress how he stay ahead of curve.

Founder

@ Revenue Consultancy

Kellen is a natural leader and mentor with an olympic coaches heart and mind. He holds himself and everyone accountable to a higher standard. I have never seen someone take complex ideas and processes and lovingly turn them into useful spirited action through teaching and community.

Founder

@ Revenue Consultancy

Kellen is a natural leader and mentor with an olympic coaches heart and mind. He holds himself and everyone accountable to a higher standard. I have never seen someone take complex ideas and processes and lovingly turn them into useful spirited action through teaching and community.

Founder

@ Revenue Consultancy

Kellen is a natural leader and mentor with an olympic coaches heart and mind. He holds himself and everyone accountable to a higher standard. I have never seen someone take complex ideas and processes and lovingly turn them into useful spirited action through teaching and community.

Founder

@ Staffing Agency

The Deal Lab helped us test whether outbound could be an effective channel for us. After an initial pilot we spent some time working on things internally and I am happy to say that today we see a healthy stream of business coming from cold email.

Founder

@ Staffing Agency

The Deal Lab helped us test whether outbound could be an effective channel for us. After an initial pilot we spent some time working on things internally and I am happy to say that today we see a healthy stream of business coming from cold email.

Founder

@ Staffing Agency

The Deal Lab helped us test whether outbound could be an effective channel for us. After an initial pilot we spent some time working on things internally and I am happy to say that today we see a healthy stream of business coming from cold email.

CEO

@ Cold Calling Agency

When it comes to Clay Agencies and GTM systems, The Deal Lab are in a league of their own. I learned more from Kellen in half an hour than I did in 8 years doing outbound sales.

CEO

@ Cold Calling Agency

When it comes to Clay Agencies and GTM systems, The Deal Lab are in a league of their own. I learned more from Kellen in half an hour than I did in 8 years doing outbound sales.

CEO

@ Cold Calling Agency

When it comes to Clay Agencies and GTM systems, The Deal Lab are in a league of their own. I learned more from Kellen in half an hour than I did in 8 years doing outbound sales.

Founder

@ AI Video Development Firm

I've gotten to see Kellen's efforts behind the scenes since long before The Deal Lab was even created. What he has built is extremely impressive and the value delivered to clients is something most only dream of. He's helped me countless times in my business, and it's no surprise to see his company take off.

Founder

@ AI Video Development Firm

I've gotten to see Kellen's efforts behind the scenes since long before The Deal Lab was even created. What he has built is extremely impressive and the value delivered to clients is something most only dream of. He's helped me countless times in my business, and it's no surprise to see his company take off.

Founder

@ AI Video Development Firm

I've gotten to see Kellen's efforts behind the scenes since long before The Deal Lab was even created. What he has built is extremely impressive and the value delivered to clients is something most only dream of. He's helped me countless times in my business, and it's no surprise to see his company take off.

Founder

@ Cold Calling Agency

The Deal Lab's ability to rapidly deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.

Founder

@ Cold Calling Agency

The Deal Lab's ability to rapidly deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.

Founder

@ Cold Calling Agency

The Deal Lab's ability to rapidly deploy creative GTM solutions is incredible. I've worked with them in a few companies now, and every single time they exceeded expectations.

Founder

@ B2B Consultancy

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world. As an electrical engineer it is amazing to see what these guys are doing, which is why I've brought them toon to a number of additional projects as well.

Founder

@ B2B Consultancy

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world. As an electrical engineer it is amazing to see what these guys are doing, which is why I've brought them toon to a number of additional projects as well.

Founder

@ B2B Consultancy

The first time I hired Kellen & his team, they quickly blew my expectations out of the water. Their ability to provide creative, uniquely engineered solutions surpasses anything I've ever seen in the Sales & Marketing world. As an electrical engineer it is amazing to see what these guys are doing, which is why I've brought them toon to a number of additional projects as well.

Founder

@ SaaS

The Deal Lab helped us when we were just getting started. We had some ideas we wanted to test and together we found a niche we could focus on. I still use the messaging and segmentation that Kellen & his team provided during our pilot together and it's still getting us meetings.

Founder

@ SaaS

The Deal Lab helped us when we were just getting started. We had some ideas we wanted to test and together we found a niche we could focus on. I still use the messaging and segmentation that Kellen & his team provided during our pilot together and it's still getting us meetings.

Founder

@ SaaS

The Deal Lab helped us when we were just getting started. We had some ideas we wanted to test and together we found a niche we could focus on. I still use the messaging and segmentation that Kellen & his team provided during our pilot together and it's still getting us meetings.

Kellen Casebeer

About The Founder

I was once offered 1 million dollars to forget my purpose. 


After spending 18 years selling everything under the California sun… including 7 years selling software… 3 years building outbound sales teams for startups (at 20K/mo)... and 1.5 years running my own agency…


I was headhunted for my dream job. It was everything my younger self had ever wanted. Status, wealth, security.


And I turned it down.


Because during the interview process, I realized something:


The sales industry has a dirty rotten secret. And it’s up to me to do something about it.


Lead gen, sales training, and GTM consulting companies all benefit from a false belief:


The belief there’s some complex, expensive, 1000-mile-long process standing between founders and sales success. But the truth is, the difference between death or glory for every startup comes down to one thing: 


Creating a consistent, scalable system to secure revenue.


This process is 100% possible to build. And it’s possible without burning 5 figures per month, without hiring large teams, and honestly… without risking much at all. 


Founders that succeed in this can provide for everyone around them, build a legacy, and transform their deepest visions into reality. 


My purpose is helping others do just that.


For less than the cost of an SDR, The Deal Lab builds expert GTM systems with the right tech stack, verified contact data, outbound writing, inbox management and deep expertise in sales development required to help you build a proper revenue engine.


Yes, that often means sending cold emails on your behalf, particularly for early-stage companies…


But we’re not just some “better” version of something already available to you.


We partner with you at a level of strategic depth 99% of “cold email agencies” can’t.


We develop bespoke GTM plays, with hyper-relevant messages written by top outbound sales pros, engineered at the highest level of creativity and technical expertise possible.

If you’re building a GTM system, or have one that isn’t performing as well as you’d like  — book a call.


Give me 30 minutes to change your perspective, and I guarantee I’ll permanently change your thinking.


And then, just maybe…

You’ll let me permanently change the trajectory of your company.


Talk soon.

- Kellen 
@kellen-casebeer/


Dare To Run A Dangerously Profitable Experiment On Your Market?

ENTER THE DEAL LAB

ENTER THE DEAL LAB

ENTER THE DEAL LAB

Questions? We've got answers.

What Makes The Deal Lab's Approach Unique?

Most GTM agencies run playbooks they’ve copied: sometimes from books, sometimes from Linkedin posts, and often from other agencies (usually our own). We’ve built our own framework that helps businesses unlock growth fast, based on our own independent thought, experience, and experiments over 10+ years working in B2B sales. For early-stage companies, we run Message-Market-Fit Pilots to validate your messaging and targeting, ensuring you’re ready to scale without wasted time or risk. For later-stage teams, we map custom TAMs enriched with proprietary data and build bespoke GTM systems that deliver repeatable success. Our engineering approach means your outbound isn’t built on hope or copycats, but on proven, precise systems developed from sound first principles.

What Makes The Deal Lab's Approach Unique?

Most GTM agencies run playbooks they’ve copied: sometimes from books, sometimes from Linkedin posts, and often from other agencies (usually our own). We’ve built our own framework that helps businesses unlock growth fast, based on our own independent thought, experience, and experiments over 10+ years working in B2B sales. For early-stage companies, we run Message-Market-Fit Pilots to validate your messaging and targeting, ensuring you’re ready to scale without wasted time or risk. For later-stage teams, we map custom TAMs enriched with proprietary data and build bespoke GTM systems that deliver repeatable success. Our engineering approach means your outbound isn’t built on hope or copycats, but on proven, precise systems developed from sound first principles.

What Makes The Deal Lab's Approach Unique?

Most GTM agencies run playbooks they’ve copied: sometimes from books, sometimes from Linkedin posts, and often from other agencies (usually our own). We’ve built our own framework that helps businesses unlock growth fast, based on our own independent thought, experience, and experiments over 10+ years working in B2B sales. For early-stage companies, we run Message-Market-Fit Pilots to validate your messaging and targeting, ensuring you’re ready to scale without wasted time or risk. For later-stage teams, we map custom TAMs enriched with proprietary data and build bespoke GTM systems that deliver repeatable success. Our engineering approach means your outbound isn’t built on hope or copycats, but on proven, precise systems developed from sound first principles.

How Does Your Pricing Work?

Our pricing is tailored to your needs and based on delivering outsized value. We offer both project-based and retainer-based engagements and are happy to discuss what works best for your goals.

How Does Your Pricing Work?

Our pricing is tailored to your needs and based on delivering outsized value. We offer both project-based and retainer-based engagements and are happy to discuss what works best for your goals.

How Does Your Pricing Work?

Our pricing is tailored to your needs and based on delivering outsized value. We offer both project-based and retainer-based engagements and are happy to discuss what works best for your goals.

What Size Of Organizations Do You Work With?

We work with companies at every stage, from early ideas to post-IPO. For startups, we build 0 to 1 outbound engines using proven experimentation. For later-stage firms, we optimize revenue channels, workflows, and GTM systems with precision.

What Size Of Organizations Do You Work With?

We work with companies at every stage, from early ideas to post-IPO. For startups, we build 0 to 1 outbound engines using proven experimentation. For later-stage firms, we optimize revenue channels, workflows, and GTM systems with precision.

What Size Of Organizations Do You Work With?

We work with companies at every stage, from early ideas to post-IPO. For startups, we build 0 to 1 outbound engines using proven experimentation. For later-stage firms, we optimize revenue channels, workflows, and GTM systems with precision.

How Do You Work With Us?

For early-stage teams, we run Message-Market-Fit Pilots to test messaging before scaling. For those with traction, we offer custom strategies to accelerate growth and expand GTM systems.

How Do You Work With Us?

For early-stage teams, we run Message-Market-Fit Pilots to test messaging before scaling. For those with traction, we offer custom strategies to accelerate growth and expand GTM systems.

How Do You Work With Us?

For early-stage teams, we run Message-Market-Fit Pilots to test messaging before scaling. For those with traction, we offer custom strategies to accelerate growth and expand GTM systems.

How Quickly Will We See Results?

Fast. We move with speed and precision, adapting to your pace and priorities. Our pilots deliver early signal, while custom GTM builds drive longer-term, repeatable growth.

How Quickly Will We See Results?

Fast. We move with speed and precision, adapting to your pace and priorities. Our pilots deliver early signal, while custom GTM builds drive longer-term, repeatable growth.

How Quickly Will We See Results?

Fast. We move with speed and precision, adapting to your pace and priorities. Our pilots deliver early signal, while custom GTM builds drive longer-term, repeatable growth.

Who Will I Be Working With?

We are a tight-knit team of 6 people. Our engagements include contributions from our GTM Engineers, GTM Strategists, Operations Lead, and Founder (that’s me! - Kellen).

Who Will I Be Working With?

We are a tight-knit team of 6 people. Our engagements include contributions from our GTM Engineers, GTM Strategists, Operations Lead, and Founder (that’s me! - Kellen).

Who Will I Be Working With?

We are a tight-knit team of 6 people. Our engagements include contributions from our GTM Engineers, GTM Strategists, Operations Lead, and Founder (that’s me! - Kellen).

Wait… What Is 'Message Market Fit'?

Message-Market-Fit is when you know exactly what to say in your prospects’ own language to book consistent outbound meetings with them. For early-stage startups: we’ll help you find it for less than the cost of an SDR, using our Messaging Matrix System. Then we’ll either keep running our systems and booking calls for you, or we can build & train your in-house team on exactly how we do it. For later-stage: Our knowledge in Automation, Data Enrichment, and AI // LLM integration enhances your GTM stack and accelerates revenue.

Wait… What Is 'Message Market Fit'?

Message-Market-Fit is when you know exactly what to say in your prospects’ own language to book consistent outbound meetings with them. For early-stage startups: we’ll help you find it for less than the cost of an SDR, using our Messaging Matrix System. Then we’ll either keep running our systems and booking calls for you, or we can build & train your in-house team on exactly how we do it. For later-stage: Our knowledge in Automation, Data Enrichment, and AI // LLM integration enhances your GTM stack and accelerates revenue.

Wait… What Is 'Message Market Fit'?

Message-Market-Fit is when you know exactly what to say in your prospects’ own language to book consistent outbound meetings with them. For early-stage startups: we’ll help you find it for less than the cost of an SDR, using our Messaging Matrix System. Then we’ll either keep running our systems and booking calls for you, or we can build & train your in-house team on exactly how we do it. For later-stage: Our knowledge in Automation, Data Enrichment, and AI // LLM integration enhances your GTM stack and accelerates revenue.

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