How Stord Enabled SDRs to Focus on the Right Accounts — While Automating Everything Else

As Stord’s GTM organization scaled across outbound, events, and new markets, and many other GTM initiatives, Salesforce evolved from a static database into a governed RevOps system that enabled the sales team with better prioritization, speed, and repeatable GTM execution.

Impact TL;DR

• 160,000+ accounts segmented into Tier 1–3 across the US
• Contacts at target accounts are continuously refreshed with recent enriched data
• Campaign launch time reduced from days to hours
• Events and Tier 2–3 outreach automated, enabling the sales team to focus on Tier 1 with 1:1 messaging

The problem:

Unclear prioritization and manual execution across the TAM

By mid-2025, Stord’s GTM organization had grown significantly, with multiple AEs and SDRs running parallel prospecting motions.

However, Salesforce functioned more as a data repository than a decision-making system. SDRs lacked clear guidance on which accounts and contacts to prioritize, contact data decayed rapidly, and high-value GTM motions became difficult to scale.

Key challenges were:

• Salesforce data accuracy issues were slowing down the execution (i.e., outdated contact data, former employers, incorrect industries)
• 200,000+ accounts with the lack of accurate segmentation — reps were struggling with which accounts to focus on
• Misaligned time allocation — Tier 1 accounts required high-touch outreach, but SDR and AE time was frequently consumed by lower-value Tier 2–3 accounts
• Difficulty expanding into new markets (UK) — Entering the UK market meant evaluating hundreds of thousands of potential accounts. Running enrichment at that scale wasn’t feasible without first narrowing the market intelligently.
• Repetitive manual, time-consuming admin tasks that can be automated

The Solution:

Growth Today rebuilt Stord’s RevOps foundation with Salesforce at the center — focusing on governance, prioritization, and activation.

Instead of isolated tooling or one-time cleanup, the goal was to create a system where:

• Account qualification and tiering are designed for both 1:1 and automated outbound prospecting
• Automated Contact and Account Refresh to always have the most accurate and up-to-date data  (no missing accounts from the Total Addressable market, no outdated contact data from people who no longer work at the target company)
• SDR and AE time aligned with the account value
• Repeatable event motion that doesn’t require too much manual work
• Campaigns could be launched quickly without manual overhead

Without a clean, accurate data foundation, this orchestration wasn’t feasible

So Growth Today took on a full-scale Salesforce cleanup and qualification effort, including:

• 160,000+ accounts qualified and tiered
• Thousands of contacts re-tiered after disqualifying non-ICP accounts and contacts

The goal was to create a trusted source of truth that the GTM team could rely on.

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Use case 1

Turning Salesforce into a Trusted Source of Truth for GTM

Each account was evaluated to confirm that it:

• Must have >35K Website Visits
• Sold physical, tangible products
  • Verified via product/category pages, SKUs, etc.
• Supported on-site checkout
  • Required Add to Cart, Buy Now, Cart, or Checkout flows
• Shipped products directly to consumers’ homes
  • Local pickup-only and B2B-only businesses were excluded
• Sold products are legal to ship across all 50 U.S. states
• Any account matching the following was marked as not qualified:
  • Airlines, SaaS companies
  • Marketplaces or resellers selling third-party products (e.g., Amazon, Walmart, Costco, Target, Home Depot, Best Buy)
• Relevant and serviceable industry

Growth Today with Stord’s sales team also:

• Iterated continuously on qualification logic
• Reviewed edge cases and refined rules
• Continuously refined AI-based qualification

The result was a highly dynamic data foundation — not a static dataset — which allows for accurate data exchange between Clay and Salesforce, and is easy to adjust at any time when needed.

It was about ensuring that every account inside Salesforce could be trusted for GTM decisions.

Now, sales and leadership could finally answer:

• Who should we prioritize?
• Who should we ignore?
• Where should GTM resources be allocated?

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Use case 2:

Account Tiering That Tells Reps Where To Focus First

Once qualified, accounts were tiered using demand and traffic signals.

Growth Today also utilized Semrush, Store Leads, and SimilarWeb, and refined the method of using these providers to assign tiers based on website traffic thresholds, aligning GTM efforts with potential upside.

This introduced:

• Clear account tiers
• Binary go / no-go segmentation
• Always accurate data inside Salesforce - ready for prospecting, nurturing, GTM execution

The outbound campaigns that previously took days to execute can now be launched in hours.

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Use case 3:

Contact Tiering for Faster, More Focused Outreach

Clean accounts are only valuable if you know who to contact and in what order. Stord needed contact-level intelligence that matched their sales motion and their priorities.

Before

Before Growth Today, Stord's contact data suffered from the same issues as account data:

• Outdated job titles
• Contacts still listed at former employers
• No persona tiering
• Missing contacts from the potential group of the buying committee

The sales teamspent excessive time on LinkedIn, manually researching who to reach and in what sequence. This slowed outbound execution and created inconsistent approaches and data quality over time across the team.

After

Growth Today implemented contact-level tiering aligned to Stord’s buying committee:

• Tier 1: CEO, Founder
• Tier 2: Other C-level executives
• Tier 3: VPs and Directors across logistics, supply chain, fulfillment
• Tier 4: VP–Director roles in Marketing

This gave reps immediate clarity on who to contact first and why.

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Use Case 04:

Finding Net-New Contacts & Continuously Refreshing Contact Data in Salesforce

As Stord’s target accounts evolved, new decision-makers continuously joined existing accounts, while others left or changed roles.

Without automation, tracking these changes manually would have required constant SDR and AE effort and quickly become unsustainable at scale.

To address this, Growth Today implemented a continuous contact discovery and refresh system designed to both surface new relevant contacts and keep existing contact data accurate over time.

Growth Today built a system that handled two critical workflows:

1. Finding Net-New Contacts at Existing Accounts

On a recurring schedule, Growth Today automatically identifies new relevant contacts at already-qualified accounts. When new contacts were found:

• Contacts were created directly in Salesforce
• Contact-level tiering was applied immediately
• Contacts were enriched with up-to-date data (role, seniority, department, contact details)
• Ownership was assigned and, based on rules, contacts were routed into 1:1 or automated prospecting campaigns

This ensured Stord’s sales team never missed new decision-makers at priority accounts, without relying on manual SDR research.

2. Refreshing Existing Contacts every month

In parallel, Growth Today ran scheduled contact refreshes, which included:

• Verifying employment status
• Updating job titles, seniority, and department changes
• Refreshing phone and mobile numbers
• Re-running contact tiering when roles changed

When contacts were no longer relevant, Salesforce was updated automatically, preventing SDRs and AEs from working on outdated or irrelevant prospects.

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Use Case 05:

Ensuring outbound campaigns reliably reach the inbox at scale

Having clean, tiered accounts and contacts only matters if emails actually reach the inbox.

As Stord scaled outbound across Tier 1, Tier 2, and event-led campaigns, deliverability became a critical dependency. Without a reliable sending infrastructure, even well-targeted programmatic prospecting campaigns risked landing in spam or being throttled.

To support safe, scalable outbound, Growth Today managed Stord’s email infrastructure and inbox health end-to-end.

What We Did

• Managed sending domains and Google and Microsoft inboxes
• Monitored inbox health and deliverability at scale
• Ran automated inbox placement tests
• Adjusted sending limits dynamically based on inbox performance
• Rotated and protected inboxes to prevent burnout

Only healthy inboxes were allowed to send live campaigns.

The Outcome

• Campaigns consistently landed in inboxes
• Deliverability issues were identified early, before impacting results
• Sending capacity scaled safely alongside GTM activity
• SDRs and AEs focused on execution, not infrastructure

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Use Case 6:

Entering the UK & IE with a clear, scalable GTM motion and data foundation

In a new market, you want to understand the full TAM while keeping costs under control and shipping an MVP GTM motion you can improve as you learn.

With hundreds of thousands of UK and Irish eCommerce stores (including GDPR considerations), Stord needed a way to narrow the market before running outbound.

Instead of enriching everything, Growth Today designed a progressive filtering and tiering approach to make UK and IE expansion testable and scalable from both an operational and GTM execution perspective.

What We Did

• Narrowed the market to the top ~50,000 active stores in the UK and IE
• Used enrichment signals to understand store maturity and growth (category, product count, traffic, visits, sales, etc.)
• Tiered active UK and IE eCommerce accounts based on signal strength
• Identified contacts and set up automated refreshes to keep account data, contacts, and tiers up to date, mirroring the US/CA setup

The Outcome

• Enrichment costs stayed under control
• Accounts and contacts were clearly tiered with up-to-date data
• UK outbound launched with a clear Tier A / 1–4 structure

With this foundation, Stord gained a clear view of its UK and IE TAM while enabling the team to launch, learn, and scale GTM efforts with confidence.

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Use Case 7

Eliminating The Manual Work From Event Campaigns

Events can be a strong way to engage high-value accounts, but only when the message is relevant and backed by good data.

Stord targeted specific events and wanted better visibility into sponsors and attendees to engage them effectively. Instead, event data lived across apps, PDFs, landing pages, and spreadsheets, which slowed execution.

Over time, event-based outreach became a bottleneck.

Before

Event outreach required:

1. Manual copy-paste data from the event website, PDF, spreadsheets, or apps
2. Manual qualification
3. Manually cross-referencing the accounts in Salesforce
4. Manual contact research and list building
5. Manual sequencing is often too late

After

Growth Today built a repeatable system that eliminated manual work:

• Custom scrapers to collect data fast from various sources at scale (PDFs, websites, etc)
• Automated qualification of thousands of attendees
• Automated Account tiering leveraging multiple data sources across various providers
• Automated Contact research to find relevant contacts at scale
• Auto-create/update contacts in Salesforce with tiering and enriched data

Launching event campaigns became repeatable, high-value GTM initiatives that provide accurate, actionable execution instead of time-consuming, manual ad-hoc projects that require a lot of manual work.

The Results

• Zero copy-and-paste execution
• Qualified, tiered accounts synced automatically into Salesforce
• Automatic contact search with enriched data created or updated in Salesforce
• Event outreach became faster, more accurate, and repeatable instead of one-off projects

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Why Stord Chose Growth Today

Speed, flexibility, and hands-on execution

Stord needed experienced sales operation support that could step in immediately, execute end-to-end, and adapt as priorities changed.

The work required hands-on execution across multiple tools such as Salesforce, Clay, HubSpot, Unify, and the broader GTM stack, not just advice or point solutions.

Growth Today brought practical experience running these systems together, helping Stord move quickly, stay flexible, and adjust execution without slowing teams down or adding operational overhead:

• Fast, reliable, hands-on execution
• Flexibility as GTM motion/priorities can change quickly
• Ability to work across multiple tools as one system

Growth Today operated as a flexible extension of Stord’s team, supporting execution as needs changed and the GTM motion scaled.

Results & Impact

RevOps Impact

• Increased trust in Salesforce as the system of record
• Automated, repeatable data governance with minimal manual work
• Faster campaign launches without operational bottlenecks

Sales Impact

• SDRs focused on the highest-value accounts
• Tier 2–3 accounts activated without stealing time from Tier 1
• Less research, more consistent selling

Leadership Impact

• Clear visibility into the true TAM
• Stronger alignment between GTM effort and revenue potential
• Higher confidence in outbound planning and experimentation

By rebuilding the data foundation now, Stord can truly build, scale, and differentiate its different GTM motions with confidence.