SWAN × NAVINA01 / LAUNCH SCOPE

Launch
scope.

Two motions. One account universe.90 days / Navina × Swan
The work
“The main bottleneck is getting them to a meeting. They don’t want to meet.”

Amit Elimelech, Director of Demand Gen, on the September 30 scoping call. Meeting-to-SQL is already 62-70%. This scope is built around pushing that number higher while helping outbound meet and exceed their monthly meeting and qualified opportunity quotas.

Ninety days. Two motions on the same 2,000-account universe. BDRs and a few tenured enterprise AEs first. Nothing sends without a Navina human.

Days 1-14Access and first campaigns
Days 15-60Build and tune
Days 61-90Optimize and hand off
Day 1 Kickoff Day 14 First outreach live Day 60 Engine built Day 90 You run it

The clock is 90 days. First outreach campaigns launch inside the first 14 days. The two motions are fully built and tuned by day 60. The last 30 days are optimization and enablement so your team operates the engine without us. We are not building dependence. We are deploying the system, enabling the people who will own it, and handing it over.

The numbers we are building against

4 / 2

the north star. BDR quota is 4 meetings and 2 qualified opportunities per rep per month. Outbound is missing it. This program exists to meet and exceed that number.

~2,000

named accounts. This is the universe, already mapped in Salesforce with a BDR or AE owner. About 25% are tier one (risk-based contracts).

62-70%

of meetings already become SQLs. Amit’s number. Push it, and get more meetings on the calendar so the conversion has volume behind it.

25 named

accounts per enterprise AE per quarter, worked at about 5 new accounts a week. AEs own outbound into that list. The few tenured reps in the first 30 days prove the motion for the rest.

Your figures, from the September 30 scoping call. Pipeline mix: about 50% demand gen, 30-35% sales outbound, BDR the rest. ACV about $150-200K. Cycle about 5 months, up to 12 upstream. First touch today runs 1.5-2 days against a 24-hour SLA. Website traffic and webinar/event lead volume were not given.

Two use cases for the first 90 days

Signal-based outbound on the 2,000

What it is
The named-account engine. Every one of the 2,000 is watched for signals. When something moves, the owner gets the account picture, the stakeholders, and drafted outreach to approve. Site visits on the list, especially tier one reading case studies, are triggers inside this motion.
Fires when
A named account shows a signal: a site visit, a hiring or contract change, inbound from someone already on the list, or engagement on paid that you already run against this universe.
The rep gets
Who to call, why now, who else sits on the account, and a message held for approval. Bricklend’s line: the whole account picture, the way Navina gives doctors the whole patient picture.
Working proof
A BDR or AE who was missing quota books meetings from accounts they already owned, off signals they did not have to go find. The 4 / 2 number starts moving.
What we need from you
The 2,000 with owners and tier flags from Salesforce. ICP rules (Epic / Athena / eClinicalWorks, 12+ PCPs, FQHC and specialty exclusions). Definitive Healthcare access or the list already in SF. Pixel on the site. One named approver per team.

Improving MQL to SQL conversion

What it is
More meetings and qualified opportunities from inbound MQLs: demo requests, webinar registrations, content downloads, event follow-ups. Named accounts route to the owner. Unknown accounts get the Definitive Healthcare ICP check without sitting in a 1-2 day queue. First touch is written with the account context reps do not have today.
Fires when
A demo request, form fill, webinar or event list, or content download lands, whether or not the account is already on the 2,000.
Ops and the rep get
Ops stops hand-splitting lists and running the manual ICP checkup. The owner gets a routed lead with the trigger, the account, other stakeholders, and a sequence ready to approve.
Working proof
An inbound MQL that used to wait a day or two is in a meeting the same day, and more of Amit’s high-volume, lower-intent channels convert into SQLs instead of dying in the pile.
What we need from you
The Definitive Healthcare check as a written rule. HubSpot-to-Salesforce field map. Event and webinar calendar, how lists arrive, who owns the split. Gong Engage cadence rules once the Outreach cutover is done.

These are the two you named. Dana ranked signal-based outbound on the 2,000 first, and inbound MQL conversion second. Website visits fold into the first. Unknown inbound, webinars, events, demos, and content downloads fold into the second. Same account, two reasons to ask for the meeting. That overlap is the read.

What comes next

Who owns what

Navina

  • Name the tenured enterprise AEs who sit with the four BDRs for the first 30 days
  • Dana: champion, vendor and IT once this is in hand
  • Amit: demand-gen rules, inbound MQL sources, webinar and event lists
  • Dalia: ABM list, tiering, ICP exclusions
  • Bricklend: BDR cadences and first-touch standards
  • Approve or kill every send. Additive CRM writes only. Nothing overwrites yours.

Swan + deployment partner

  • Wire Salesforce, HubSpot, Gong Engage, Slack, and the pixel
  • Build the two motions, scoring, and account memory
  • Draft outreach in your voice. Hold for approval.
  • Train the pilot users. Hand off so day-to-day changes are a conversation with Swan, not a ticket to us or the partner.

Before build starts

Vendor and IT

Dana: the approval process starts after this proposal, not before. SOC 2 Type 2 is done. Clear security before day 1 access, or the first 14 days slip.

Salesforce, HubSpot, and the cutover

You are moving Outreach to Gong Engage this month. RevOps has been consumed by the Salesforce migration since June. We need a named admin for SF and HubSpot, plus the attribution fields Dalia asked us to spec, or we are building on a moving sequencer.

Ops hours and a tight kitchen

Dalia asked how many ops hours to reserve. Budget 4-6 hours a week in days 1-14 (access, field map, ICP rules), then 2-3 hours a week through day 60 (list QA, message review). First 30 days: four BDRs plus a few tenured AEs only. Dana does not want enterprise sales waiting three months. Dalia’s compromise stands.

Discussed, not in scope yet

Food for later. None of this is in the first 90 days.

Agentic campaign ops against the ABM list

The account list shapes who sees the ads. Swan syncs the 2,000 (or a slice) into LinkedIn and Google, manages campaigns from a conversation, and writes performance back onto the account next to site visits, LinkedIn, and CRM.

Gong transcripts for rep coaching

Read Gong calls against a defined process and surface coaching for Bricklend’s BDR team.

Deal acceleration and CRM automation

Once meetings are landing, use the same account context to move live deals and keep Salesforce and HubSpot current without extra admin.

Tooling consolidation

Reduce dependence on Clay and other overlapping tools once the two motions are running.

The rest of your stack

Your tools stay yours. We wire them. HubSpot for inbound. Salesforce for named-account ownership. Gong Engage for sequencing once Outreach is off. Slack for the 10-15 minute demo ping. DreamData for multi-touch. Definitive Healthcare for the ICP facts that firmographic providers will get wrong on health systems. Clay can stay through the agency until you decide it is redundant.

Salesforce plus Gong is the heavy install. We say that early rather than routing around it. We write notes, tasks, and additive fields. We do not overwrite stages, owners, or scores unless you approve it.

Confirm we are speaking the same language, and we start the clock.

Jeremy Hurst
VP Autonomous GTM, Swan