Two agencies, one outbound engine
Directive and Abe share one leadership team. They also shared one cold email partner. Sales Automation Systems drove $1,596,750 in closed ARR across the two engagements. Each number was confirmed against that client's own contract records over roughly six months of tracked revenue generation. These are booked numbers, not projections.
01Key Numbers
At a Glance
"In my years in the industry I can count on one hand the partners who truly move the needle. Sales Automation Systems is now one of them."
Devin Range
Head of Sales, Directive Consulting
02One Team, Two Agencies
One Team, Two Agencies
Directive Consulting is a B2B search and performance-marketing agency for SaaS. Abe is its LinkedIn-first sister agency, built from Directive's own playbook.
Garrett Mehrguth is Founder and CEO of both. Larissa Williams moved from Directive to become Managing Director of Abe. One leadership team, two brands.
Directive brought SAS in first to build and run cold email. When Abe spun out, they didn't shop for a new partner. They expanded the SAS relationship and plugged Abe into the same system.
It worked for the flagship, so they brought it to the sister brand.
03The Flagship
Directive: Cold Email as a Real Channel
SAS built and ran cold email for Directive's SaaS go-to-market. Campaigns went live one week after onboarding. Within a month the calendar was filling up. At peak, the sales team was telling us not to slow down.
"SAS Team - DO NOT stop what you're doing! As of this note, we have 16 active leads. 7 have calls scheduled, 6 we're waiting on a response to schedule and 1 has gone to SOW."Devin Range, Head of Sales, Directive Consulting
"our acv, when we started this thing, we were selling everybody a 60k startup package and now we're selling six figure deals... there is no math on the planet that... you would not do that."Devin Range, Head of Sales, Directive Consulting
04The Sister Agency
Abe: Cold Email Next to LinkedIn
Abe already had a mature LinkedIn engine. Our job was to prove cold email could sit next to it as a real, separate source of pipeline. It did.
"You have one campaign that's just insane: 134 to 1 email to lead ratio. Second best we've ever seen in history."James Nolle, SAS
"We've closed our first SAS deal for Abe … and it was a sizable one! (Contract value of $150,000). Looking forward to many more!"Larissa Williams, Managing Director, Abe
05What We Ran
What We Ran
SAS owned cold email end to end for both Directive and Abe:
- Ideal-customer targeting and prospect data
- Cold email strategy and copywriting
- Sending infrastructure
- Deliverability and reputation management
- Reply handling and routing to each sales team
- Closed-deal attribution back to campaigns
Directive ran 19 campaigns over 11 months. For Abe we scaled across the full target-account list. Both teams got deal-level attribution.
06Why They Expanded
Why They Expanded, Not Re-Shopped
When Abe launched, Directive could have put its new brand out to bid. Instead it plugged Abe into the same SAS engine already feeding Directive's pipeline. Directive's CRO put it plainly:
"you guys are working great for abe, so, you know, no changes there."Sean Baker, CRO, Directive
One leadership team. Two agencies. Cold email running as a durable channel next to SEO, paid search, paid social, and LinkedIn.
07Book an Intro Call
Work With SAS
If you run a B2B SaaS, services, or AI company and want cold email treated like a real pipeline channel, not a side project, let's talk. SAS builds and runs the full outbound engine so your team stays focused on selling.
We'll run the numbers together. If it doesn't pencil out, we'll tell you.