Stabilizing Startup Runway & Engineering a Repeatable $9M Series-A Pipeline 

Rentlytics (acquired by RealPage) was a roughly 10 person series A tech-startup composed of a VP Sales, CEO, and mostly software engineers. With deal sizes averaging $50k ARR, Rentlytics targeted operations, finance, and marketing leadership at the largest multifamily real estate firms.  As the company's first Business Development hire, Angel became solely responsible for engineering a repeatable, predictable sales pipeline -- a metric critical for VC investor confidence. 

CHALLENGE

As a series A startup, Rentlytics faced a critical runway constraint. As the CEO put it during Angel's interview, a lack of predictable, repeatable pipeline threatened VC investor confidence, risking the inability to fund the engineers and startup survival beyond one year. Even more challenging, deals typically spanned 6 months or longer sales cycle. As a result, revenue from closed-won deals would likely be realized only after the critical runway constraint. 

Additionally, Rentlytics lacked brand awareness in the marketplace. As a new market participant with no marketing team, leads required education, inspiration, and nurturing through the buyer's journey. 

SOLUTION

To get to predictable pipeline, Angel engineered a highly disciplined, repeatable outbound framework (50-100 daily calls within optimized email and social cadences) driven by lead score, multi-persona mappings, and strict ICP enforcement. For this to work, Angel selected outreach.io and salesforce.com to automate and scale outreach and nurturing efforts.