Unify's January '25 Recap

Hey there, Austin here 👋

Welcome to The Pipeline—the newsletter to help scale your revenue team’s creativity.

January was a strong month for us — we accelerated ARR growth to +25% M/M. We also had our first $1M pipeline week—generated by the Unify product (this was special & the first of many).

Today, I'm sharing a recap of Unify’s January. A lot to be excited about, let's get into it.

📒 GTM Playbook

Unify’s January '25 Recap

January was a big month for us. A few callouts:

• We grew ARR +25%, accelerating from +21% last month

• Brought on nearly 50 new customers

• Increased Average Contract Values from Dec to Jan by +14%

I want to use today's edition of The Pipeline to share what I've learned from it—think a lot of this stuff will be helpful for you as you build out your go-to-market team, and your company more broadly.

We're moving upmarket.

We grew ACV grew by +14% in January.

We see it in the data that our best customers are also the ones investing the most dollars with us. They're buying millions of credits. They're designing demand generation around Unify.

We've spun up a pod on our revenue team to specifically focus on going upmarket.

Many of the companies that are choosing Unify to power automated outbound are really really cool logos.

The social proof in itself is a huge perk. Going upmarket is important to us for a few reasons:

1. ARR quality is higher. Customer retention characteristics are stronger.

2. At $100M of ARR, we want to be a company that best-in-class, sophisticated buyers choose.

These wins are early indicators that our dedicated enterprise pod are working.

Our new Head of Finance & Operations.

We hired Alex Lucey as Head of Finance & Ops at the start of the month.

Alex is joining us from Addi where he most recently served as CFO.

I first crossed paths with Alex at Centerview, where we both started our careers. Alex was a few years older and wiser than me and was always someone that I looked up to.

Alex was a driving force behind the company at Addi. As CFO, he helped enable amazing top-line growth, hit strong profitability, raise large debt and equity rounds and manage a highly complex treasury and accounting function. He also ran the Operations function and took on the role of Company Chief of Staff, where he held the company accountable for hitting key operating goals.

As we spent time with Alex in the fall, it became clear to me and Connor that spiking on strategic thinking, operational excellence, and setting a high bar aligned well with gaps we were looking to fill.

We're a 30 person team now and Connor and I can't be in every conversation even if we want to be. Alex has hopped in the deep end in month 1 and is owning pivotal pieces of the business like post sales and our entire 2025 planning process.

It’s always wild to me how life paths cross in ways that you never expect. I’m grateful that my path crossed with Alex’s again.

Our automated outbound program booked 188 meetings and $3.3M of pipeline in January

Garrett Wolfe has been running our automated outbound program and has been delivering insane results. Huge shoutout to you Garrett.

I won't go too in-depth on this in today's piece, as I already wrote a deep dive on how we power automated outbound with Unify.

But, I do want to highlight that this motion is continuing to print pipeline for us. We now have single weeks where automated outbound books $1M+ of pipeline...all powered by our own product.

A few plays that each produce more than 10 meetings / month for us:

• Targeting engagers on my founder-led LinkedIn content (more on that here)

• Targeting people who started the demo request form, but dropped off

• Targeting new hires who start in new sales and marketing roles

I'm sure I'm a bit biased here, but it feels like we're only scratching the surface. I'll continue to report back.

Final thoughts

January was our best month on record.

The team's been firing on all cylinders, and the results show it. I'll continue to document more of what I pick up as we continue growing over the rest of the year.

In the meantime, happy to answer any questions you have for me about what I laid out here. Just reply to this email.

WHAT’S NEW AT UNIFY

Steal this play that we've booked 14 meetings with in January.

~25% of people who start our book a demo form don't book time. We automatically retarget these people and accounts with Unify.

How this play works:

1/ If we detect someone who didn't book time, automatically route them into this sequence:

"Hey, thanks for dropping your info on our site!

I would love to find time to learn how you're thinking about outbound/demand gen + share more about Unify if you're available for a quick chat -- providing a link to book time here but happy to send times that work or book directly if preferred."

2/ We see a 13.4% response rate and a 7.5% positive response rate.

This is one of the best-performing sequences that we have because its short, clear and timely.

3/ We wait a few minutes, then automate outbound to the rest of the account.

That way we're covering the whole account if we can't convert the specific person who was on our site. We built delay and if-else nodes in plays to capture this edge case.

This one's not rocket science, but books consistent pipeline for us.

If you want a demo of how to use Unify to generate pipeline for your company, book one here. Just make sure you book time so we don't have to use this play on you 😉

BEFORE YOU GO…

Thanks for reading, as always.

By the way, we’re hiring for AEs right now. We’ve got more pipeline than we can handle (champagne problems). If you want to know if you'll be a good fit, check out last week's edition on what we look for in AEs.

Feel free to respond to this email if you’re interested in joining the team—or shoot over an intro for a talented friend.

Thanks a ton,

Austin

PS: If you want to use Unify to drive more pipeline in 2025, get in touch here.