80% of cold calls were going to companies that could never buy.

Quovant's CEO was fully committed to lead generation — this was not a case of underinvestment. The company paid $10–15K a month for a power-dialer so reps could self-serve cold calling: building their own lists, loading Salesforce themselves, and dialing for hours every day.

The catch was the market itself. Quovant sold into in-house legal counsel, and a viable target had to spend roughly $5M+ a year on outside counsel — a small, finite market where weeding out targets matters as much as qualifying the good ones. Nobody had done that data work up front. The dialer didn't fix the miss; it accelerated it.

Growth Orbit's assessment counted the real market and matched Salesforce against it — the coverage-gap analysis that has since become the standing first move. The finding — only ~30% of the real market in Salesforce, roughly 80% of calls aimed at companies that could never buy — reframed the problem from "call harder" to "govern who gets called." From there the engagement grew into a comprehensive sales-effectiveness redesign: a sales process aligned to how legal-operations buyers actually purchase, and a value assessment that gave reps a reason to be in the room.

A governed view of a finite market, a sales motion aligned to it, and — ultimately — Quovant's acquisition by Miratech. The guide builds the system; the client owns the outcome. In this case the outcome was the investors' exit.

No — Growth Orbit sees the Quovant pattern as the industry default, and independent research agrees. Cognism's cold-calling research puts the industry-average cold-call success rate at 2.3%, while its own precision-targeted teams run at 6.7% — roughly a 3× gap explained by who gets called, not how often. A Harvard Business Review study found only 3% of companies' data meets basic quality standards, and B2B contact data decays at rates as high as 70.3% per year — in a small, finite market like Quovant's, an unmeasured list rots into a never-buyer list fast.

“Garbage data in, garbage results out. Whether you do inbound or outbound marketing, the quality of your database and lists has a huge impact on your results.”

What made Quovant different is that the data work got done: the market was counted, the coverage gap was measured, and the calling motion was rebuilt on top of a governed total addressable market instead of rep-built lists.