CASE STUDY · NAMED WITH PERMISSION · AVAYA
A product launch with no pipeline behind it — then ~$80M of it.
Growth Orbit ran outsourced pipeline development for Avaya's pandemic-era UCaaS launch — a sales-development playbook built on a thorough TAM analysis, operated for two years. The program engaged more than 20,000 companies and produced roughly $80M in pipeline opportunities for an offering that started with none.
THE PROBLEM
What happens when the product ships before the pipeline exists?
Avaya brought a UCaaS offering to market in the middle of the pandemic — exactly when demand for cloud communications was surging, and exactly when building an in-house sales-development function from scratch was slowest. Launching meant filling a pipeline that did not exist, fast, without waiting a year for hiring, tooling, and ramp.
WHAT GROWTH ORBIT DID
Count the market first; operate the motion against it
Growth Orbit built the sales-development playbook on a thorough TAM analysis — the addressable market counted and tiered before the first touch went out. That ordering is the whole doctrine: it's a strategy to engage a company, not a contest of how many contacts you have. Growth Orbit then operated the program as an outsourced pipeline-development engine: the market view, the playbook, the outreach motion, and the handoff into Avaya's sellers.
THE OUTCOME
What did two years of governed pipeline development produce?
More than 20,000 companies engaged and roughly $80M in pipeline opportunities for the UCaaS offering — a revenue motion that existed only on a launch slide two years earlier. The playbook-plus-TAM discipline from this engagement is a direct ancestor of the governed system Growth Orbit operates on its LaunchPad platform today.
Case-specific questions
Questions this case usually raises
Pipeline is infrastructure
Launching something that needs pipeline behind it?
The first step is the same one Avaya's program was built on: count the market before you touch it. That's the coverage-gap analysis.