Growth Marketing
Referrals keep their place, and a scored account list runs alongside them, so next quarter's pipeline depends less on somebody else's introduction.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
2,000+
qualified Microsoft Copilot leads delivered
How it works
Most programs go live inside 30 days. The second source then runs in the four steps below, with a dedicated program manager for the term.
Measure the gap
Measure the coverage you have now: each 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
Send last year's introductions, closed deals, and next year's target. The scoping call settles the gap, the channels, and the signals the second source runs on.
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 runs beside 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 a new one is added. Ask for the introduction on a fixed date in the client calendar.
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 the client can forward it as written.
A campaign lead reaches your reps with the kind of context an introduction carries. 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.
If a list you paid for once produced calls to people with no reason to answer, accounts here are approached only after they show a contract renewal date, a change of IT leadership, or a run of vendor research.
If past reporting showed engagement with no pipeline underneath, each source in this program is reported on accepted leads and pipeline, in the format shown 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, which leaves growth outside their control
6mo
average gap between warm referral introductions for an MSP with a 20-client base, too long 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 at a set point in the client relationship, outside the 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?
The referral stays. A scored account list runs beside it, so the weeks with no introduction still have accounts for your reps to work.