Growth Marketing
Referrals keep their place, and a scored account list runs alongside them, so next quarter is not waiting on somebody else's introduction.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
Most programs go live inside 30 days. The second source then runs as a four-stage program, with one manager accountable throughout the term.
Measure the gap
Measure the coverage you have now: every lead source, the conversion each one produces, and the pipeline it carries. That number sizes the campaign.
Pick the channels
Pick the one or two channels that reach your buyers: email, LinkedIn, outbound calling, programmatic, or placements on vettdd.com. The rest stay off until those two work.
Build the first campaign
Build the account list, the role messages, and the sequences. Launch into accounts where a contract is close to renewal, a new IT leader has arrived, or funding has just closed, once your sales leadership approves the list.
Report by source
Report what each source produced: accepted leads, meetings, and pipeline, introductions included. The figure that matters is how much of next quarter no longer depends on someone else.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
Count the introductions you received last year and divide by twelve. That number is your monthly ceiling, and it moves only when the client base that produces it grows.
A second source does not displace the first. The published result at Meridian Software, a UK SaaS vendor, is referral dependency down from 80% to 31%, with 3.4x pipeline growth in year one.
Start by working out how much of next year the introductions will not cover. The gap is the size of the second source, and it is arithmetic you can do today.
That last answer is the message for the second source. It is the reason a stranger should take your call, in words a client has already used.
The source you have is worth tightening before anything new is added. Ask for the introduction on a fixed date rather than hoping one arrives.
Pick a set point in each client relationship and ask who else carries the same problem. Send the wording for the introduction with the request, so nobody has to compose it themselves.
Your reps treat a campaign lead like an introduction, because it arrives with the same context. A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.
The first qualified leads arrive within 5 days of launch, and each one names the trigger that put the account in the queue.
A list you paid for once produced calls to people with no reason to answer. Nothing is approached here until the account shows a contract renewal date, a change of IT leadership, or a sudden run of vendor research.
Reporting has been engagement metrics with no pipeline underneath. Every source in this program is reported on accepted leads and pipeline, in the format you can see on the public dashboard.
This fits managed service providers (MSPs) serving organizations of 100 to 2,500 seats, including MSSPs, security-led MSPs, and Microsoft-centric MSPs.
Where the introductions already cover the target and delivery is the constraint, we will say so and leave the campaign until you have capacity.
The risk of referral dependency
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
80%
of MSPs depend on referrals as their primary or only source of new business - leaving growth entirely outside their control
6mo
average gap between warm referral introductions for an MSP with a 20-client base - not enough to sustain growth targets
3.1x
more qualified pipeline for MSPs that combine structured outbound with their existing referral base versus referrals alone
Common questions
Will outbound damage referrals?
No. The two run on different accounts, and the referral request stays where it belongs, at a set point in the client relationship rather than inside a campaign.
How many leads should we expect?
That depends on how many accounts in your territory are in market, which the scoping call sizes before anything is promised. First qualified leads arrive within 5 days of launch.
Can we start without help?
Yes. The gap arithmetic, the referral request, and a twenty-account watch list are all desk work, and none of it needs an agency or a platform.
What replaces the referral?
Nothing replaces it. A scored account list runs beside it, so the weeks when no client thinks to introduce you are no longer weeks without pipeline.