How Liongard Switched On Outbound and Added $250K in ARR

Liongard’s connections happened in person. Trade shows, events, referrals. The internal team of five was built for inbound. They worked website leads, followed up on booth scans and event attendees, and qualified the demos booked on the show floor.

That left a gap. The MSPs they met two years ago and never circled back to. The ones that got acquired, rebranded, or spun up new and never landed in the CRM. Reaching those takes volume and list building the team was not set up to run.

“The biggest frustration points were the volume of outbound calls. We needed more volume. We needed to identify the other MSPs we hadn’t captured within our CRM. Being able to build lists and do that outreach was something we were looking for.”

They had tried agencies before. Email only. The results never moved the needle.

“There were some good ones, but the volume just wasn’t there. Sometimes the ICP wasn’t a fit. So we wanted to look into other options.”

Choosing OSP: due diligence first

Kellyanne did the homework before signing anything. The outbound space is full of vendors promising meetings, and she wanted to separate the real operators from the spray-and-pray crowd.

“I interviewed many, many agencies. After speaking with OSP, I was convinced this was the way to go. The management, the talent, the tool stack, the operations team. You had everything in place.”

After OSP: meetings that stick

Onboarding started from zero. Define the ICP. Hand over the messaging. Train the reps on it. The first stretch took some tuning to get the targeting right, and a weekly cadence kept it sharp. Full team on Wednesdays. Kyle and Kellyanne one-on-one on Fridays.

“The meetings just kept coming and they kept sticking on the calendar. We’re still iterating. We share what’s going on at Liongard, he shares what’s going on at OSP, and we work through it together.”

The numbers followed the rhythm:

• $250K in ARR added to the program 
• 420+ meetings held in the year from OSP 
• 2 reps at launch, scaled past 6, with more coming
• Show rate climbing week over week

The time savings show up everywhere. Kellyanne ran the BDR role herself, so she knows what the prep costs.

“Doing your own research can take one to two hours a day just to prepare for who you’re reaching out to next. OSP has the systems and the teams behind that, so the SDRs aren’t doing it themselves. They’re just dialing. That saves a few hours a day, for sure.”

And going back is not a real option. Rebuilding this in-house means starting the clock over.

“We’d have to hire, onboard, buy licenses and tooling. It takes six to twelve months before you get someone ramped and going at the speed and quality OSP is already at.”

On outbound and brand

Plenty of teams hesitate on outbound because they worry it will dent the brand, especially with reps who sit outside the building. Kellyanne’s take: the worry is real, the answer is standards.

“You set the standard that you’re doing it respectfully. You’re asking for their time. We all know each other in this space. We’re reaching out unexpectedly, so keeping that respect matters, and that’s a standard OSP holds high.”

Kyle shares call recordings so she can hear the approach. The bar stays where Liongard set it.

The proof is what happens at events now. The peers who used to be the only ones with a pipeline story are the ones asking questions.

“I’m in person with these other vendors. They hear our story and go, wait, who are you working with? How are you doing that?”

Her pitch to founders who ask is short.

“You need outbound calls, that’s the best channel. And when they ask, ‘How do we start?’ I say start with OSP. They’ve got the model in place.”

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