SaaS | CPG SalesCase study
Nilo: +107 meetings booked
We ran the GTM OS: email and LinkedIn, to open CPG and distributors across three markets.
Results
+107
meetings booked
What had to be solved
Selling technology into traditional trade means selling against two lines: "we already have a tool" and "not a priority right now". CPG brands and distributors had already spent on digitization and ended up with more vendors, not fewer problems. The way in was channel profitability, not software.
Who we looked for
- Sales and traditional trade directors and VPs
- Trade marketing and route to market directors
- Digital transformation and IT directors
- CEOs of distributors
How we opened the conversation
- We opened with the cost to serve traditional trade: short visits, low mix, gut-feel decisions.
- We split CPG from distributors: portfolio penetration for one, profitability without adding reps for the other.
- We countered "we already have a tool" with a no-ERP pilot that runs in a few weeks.
- Market:
- Spain + LATAM + US
- Period:
- Since Mar 2026
Real campaign results
110,889
Messages sent
2,179
Replies
6%
Reply rate per contact
395
Interested leads
107
Meetings
Data from the ZalesMachine client portal, email and LinkedIn · since Mar 2026
System layers involved
The GTM OS runs three motions. These are the ones this project used:
Outbound
Outbound: end-to-end email, LinkedIn and WhatsApp outreach with AI personalization, run by us and reviewed by you. Live in 3-4 weeks.