TRG already knows exactly who to target: a disciplined, hand-screened list of accounts entering their first out-of-home transition. What's still ahead is building the account-based marketing motion itself, the signal monitoring, scoring, and always-on outreach that lets TRG scale past what one founder can cover on the phone.
Growth has come from referrals and organic account expansion. No dedicated salesperson, no outbound infrastructure sits underneath it.
1,500 accounts hand-screened against hard criteria and OOH-transition signals. Roughly 100 are lit up right now and nothing is reaching them.
New CMO hires, agency changes, funding rounds, rebrands: the criteria already exist. There's no system watching for them at scale.
Revenue concentration has eased from roughly 80/20 to 60–70/30–40, and the direction needs an engine behind it, not just time.
Reaching them the moment a real OOH-transition signal fires means the message lands exactly when they're already thinking about the problem. This is already happening in real time: TRG has four AI-sector OOH projects launching this week alone, live proof the signal is firing today, not someday.
These accounts were never surfaced by TRG's manual research, so the message is genuinely new to them, with zero outbound fatigue from this angle.
A third ICP, advertising and media agencies, was on the table and both of you turned it down directly: Michael called it a dilution of effort, Neal agreed. Left out of Phase I on purpose. The existing agency relationship channel keeps running as-is, it's just not something this engine chases.
The account list already tells you who. The signal stack tells you when. We monitor the real-world moments an account is about to need production help, and reach out at exactly that moment, personalized, not blasted.
Signals stack, not stand alone. Each account gets checked against every signal below; two or three hitting at once score higher than any single one. Full website crawl and real-time monitoring across the target universe, material changes flagged inside a 10-day window.
"Saw the new CCO hire out of [prior agency], that's usually when a first OOH campaign gets greenlit inside 90 days. Worth a look before the media gets locked."
Both tiers run both ICP campaigns and both run as a four-month pilot with a 14-day out clause. Pro adds the three things that make the account-based motion actually work: warm calling, CRM integration, and active signal monitoring.
Four-month pilot, 14-day out clause, on every tier. If it's not working after month one, you're not locked in. Sales-call coaching (Fireflies-to-CRM review against MEDDIC/Sandler, feeding back into objection handling) is available as an add-on on any tier.