Charm builds and runs outbound for
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You told us where the business stands: $1.1M ARR, a $50K average deal, demos that convert well once they happen, and a target of five to six times that inside twelve months. The product is not the bottleneck. The number of at‑bats is. And your first market is the rare one where the entire buyer universe registers itself in public databases so it can win work, which means the top of your funnel can be built like an engineering problem instead of a guessing game.
This proposal is the range we agreed to on the call: three ways in, from a LinkedIn‑only motion, to email and LinkedIn woven together, to a fully staffed and managed SDR desk on the phones. You said you want to test the motion first, then go deep. The tiers are built so that path is the default, and everything we run sits in shared views you can open any time. No black boxes, exactly as promised.
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Every federal contractor registers in SAM.gov because being findable is how they get paid. Awards, contract vehicles, set‑aside certifications, expiring periods of performance: all published, all current, all resolvable to a company and then to a named principal. Your total addressable market can be counted, person by person, which almost no product category gets to say.
Five to six demos a month is a small number, and you told us the conversion from demo to customer is strong at a $50K average deal. That inverts the usual startup problem. You do not need a better pitch; you need more people hearing the one that already works. Multiplying a proven conversion is the specific job outbound is for.
A contractor's revenue is bids submitted times win rate, and every response consumes weeks of the most senior people in the building. An engine that drafts the response so the team edits instead of writes moves the one variable they can actually control, which is why the cold email nearly writes itself.
Cold calling produced customers. Conference booths produced customers. That proves the message lands when a human delivers it, which is the hard part. What outbound adds is delivery at a scale the calendar cannot, across email, LinkedIn and, at the top tier, a phone team trained on the same message.
The product is industry and sector agnostic, which makes the long‑term ceiling very high. Government contractors are the right first wedge anyway: one vocabulary, one buying pattern, one set of public signals, so every campaign teaches the next one instead of starting over. Expansion becomes a decision backed by data, not a hope.
At a $50K average deal, moving from $1.1M toward $5M+ means roughly eighty new logos in a year. Work that backward through your demo‑to‑close rate and the demo count has to multiply several times over. Nothing about the current motion produces that jump on its own. The funnel above the demo is the entire game.
You called it trial and error, and that is what it was: channels tried one at a time, each experiment beginning with a blank page. What has been missing is a cycle system, where every two weeks of sending produces data that builds the next two weeks. Without it, effort accumulates but learning does not.
The booths work because the ICP is in the room, but there are only so many rooms a year, and each one costs travel, sponsorship and a week of the team. The channel is real; it just cannot be the growth engine. It becomes the closer for conversations outbound opens.
You have done the research, so you already know the names: Smartlead, Instantly, Apollo's sequencer. What the tools do not come with is the infrastructure discipline that keeps volume out of spam: domain architecture, warming, rotation, private servers. It is the part nobody teaches, and it is where self‑run programs quietly die.
Cold calling is your proven channel, and scaling it means recruiting, scripts, QA, coaching, comp plans and churn cover: a full management function, standing, forever. That is a department, and you are trying to build a product company. The top tier of this proposal exists so you can buy the outcome instead of the department.
You said on the call that the signals were what stood out, and we agree they are the sharp end here. But signal plays are never the whole motion. Straight‑offer campaigns run against the wider contractor universe in parallel, and by month three your own reply data says which one fills the demo calendar. Four campaigns deploy every two weeks, eight a month, each cycle built from what the last one showed.
Four moves, in order:
SAM.gov, USAspending and FPDS pulled into one deduplicated map of federal contractors, segmented by agency, vehicle, set‑aside status and size, and resolved to named decision‑makers.
Standing feeds watch for the moments that mean proposal pain right now: a fresh award, a contract entering its recompete window, a proposal role that will not fill.
Signal plays run next to plain two‑line offer campaigns across the wider universe. Replies decide which motion leads and which supports.
A raised hand lands in your inbox and on your demo calendar the day it arrives. Each two‑week cycle is scored, and the next one is built from the numbers.
Everything starts in email, on fresh sending domains we build and warm on our own infrastructure, never on sakeshllc.com. Where the buyer has a LinkedIn presence, and BD and capture leadership do, a short connection and message follows on day two: "shot you over an email yesterday", assumptive, putting a face to the name. Never the same words on both channels; a duplicated message is how a prospect learns they are inside a tool, and that discovery kills the thread.
When the SDR Desk tier is live, the phone becomes the third thread: the dialer calls into conversations email and LinkedIn have already warmed, working scripts written by the same team writing the emails, so all three channels tell one story.
You know Apollo, so here is the difference in one story. The same listening‑post discipline we will run for you recently put one of our clients in front of GE Aerospace's aviation leadership days after a new FAA regulation dropped: an agent watched a government database, caught the change, checked the prospect's site and reached the right senior person while the signal was hours old. Your market publishes signals like that constantly. Fresh awards on USAspending. Contracts rolling toward recompete in FPDS. Proposal and capture roles sitting open on the job boards. New set‑aside certifications.
Every list is pulled fresh per campaign cycle, deduplicated and suppressed across plays, and every address is verified before a single send, so nobody hears from Sakesh four ways at once.
You said the point of these calls was to understand what each firm actually brings, and that a proposal spat out of an AI would be worthless to both of us. Agreed on both counts. So here is the standing arrangement: every tool, every list, every campaign and every piece of copy sits in shared views you can open whenever you want, with a weekly strategy call where we walk through what ran, what the numbers said, and what the next cycle does about it.
Be as deep in the build as you want or watch from the reply side. Either way you will understand exactly how the engine works while it runs, which is the opposite of the black‑box consulting we told you we refuse to do.
The sharpest starting play, because a fresh award is public, current and selects exactly the right buyer. A contractor that just won is a contractor whose proposal machine is active, whose past performance just got stronger, and whose next solicitation window is usually already open while the team is still standing up the last win. The email congratulates first, then names the bandwidth problem every growing contractor recognizes. A LinkedIn touch follows E1 by a day. Every play here is three touches with one ask held word for word across all three; values in {{braces}} populate per person from the public record that selected them, and the final versions get sharpened with you at kickoff.
A proposal manager, proposal writer or capture manager role that has sat open for weeks is the most honest signal in this market: the RFPs that post was written for are being covered right now by whoever else is in the building, usually the most senior and most expensive people. The copy never mocks the search. It offers the bridge, and it plants the thought that the seat itself changes shape once drafting is automated.
Contract end dates are public in FPDS, which means every incumbent's recompete is on a published clock. The recompete is the one proposal a contractor cannot choose to skip: it defends revenue already booked, and it usually gets written by the same stretched team running the contract it defends. This play arrives two to three quarters ahead of the window, when there is still time to change how the response gets built.
New set‑aside certifications are published: 8(a), SDVOSB, HUBZone, WOSB. A company that just earned one has spent months on paperwork specifically to unlock solicitations it could not touch before, and now has to write winning responses in a format it has never used. The congratulation is real, the timing is exact, and the pitch meets them at the start of their proposal life rather than the middle.
The straight‑volume campaign that races the signal plays, working the wider contractor universe with the whole offer in the first two lines. No trigger required: every contractor lives with the same capacity math, and the ones feeling it self‑select. This is the campaign that finds out whether your offer is strong enough to carry cold on its own, and in our experience an offer this clean often is. Winning angles feed back into every signal play.
Plus the operator who runs them daily, which is the full-time hire this engagement exists to save you from making.
Every tool above sits on our licences and is run by our team, in views shared with you. The stack alone lists at more than the Engine fee, before anybody's time.
Kickoff working session: segment order, signal priorities, suppression list and demo routing, decided in the room. LinkedIn seat connected and the first connections and messages go out. Cold domains ordered, warming starts in parallel. On the SDR Desk tier, dialer recruiting starts day one.
SAM.gov, USAspending and FPDS pulled into the contractor universe, segmented and resolved to named decision‑makers. Award, recompete and hiring feeds wired and listening. Every address through verification before it touches a sequence.
All five plays written, scored, and through your line‑by‑line review, in Sakesh's voice because your team takes the demos. Low‑volume soft launch on the new domains proves deliverability before anything scales.
Signal plays and the volume racer running in parallel at full volume. Replies routed to your inbox and demo calendar same day. First cycle scored, winners promoted into the next one. On the SDR Desk tier, the dialer is scripted and calling into warmed threads. Weekly strategy call running from here on.
Needed direct contact with decision-makers across thousands of US school districts, a universe with no clean commercial database, where the actual humans sit behind institutions.
Mapped every administrator in every US public school district from public data, resolved them to verified direct contacts, and ran parallel campaigns off that dataset. That is the identical build to mapping SAM.gov into named capture and BD leadership: the market is public, the work is resolving it to people, and it is the part we have already industrialized.
Saturated category, sales team stretched thin, needed targeting that cut through noise rather than more volume. Your buyer's inbox has the same problem: every govcon vendor is pitching them something.
Intent-based outbound triggered on firms hiring specific roles and engaging with specific content, multi-touch across email and LinkedIn. Your proposal-hiring play is the same mechanic exactly: a published job post selects the contractor, and the copy is about their situation, not our client.
Strong product, no systematic outbound, and no clarity on which of many possible angles would actually produce pipeline. Your horizontal product has the same open question: capacity, compliance, speed or win rate.
40+ campaign types A/B tested, doubling down only on what closed. This is exactly what the cycle system does to your five plays: the award angle, the hiring angle, the recompete angle and the straight offer stop being matters of opinion and become a leaderboard, with your demo calendar as the scoreboard.
Cold calling is your proven channel, and the SDR Desk tier is not something we would outsource sideways: Charm recruited, scripted, trained and managed the dialing teams for Highline directly, then layered email around the call cadence on the same prospects. That is the exact build the top tier of this proposal buys, pointed at government contractors instead of internet subscribers. Alongside it, our operations side runs staffed customer service teams for brands like Jacuzzi, New Balance and Roku, which is where the workforce management muscle comes from.
One channel, run properly. The signal feeds and the plays, delivered through a managed LinkedIn motion.
Email and LinkedIn woven into one system. Four campaigns every two weeks, eight a month.
Everything in Engine, plus a phone team we recruit, script and manage. The full outsourced SDR function.
| Onboarding & infrastructure setup | One-off | $1,000 |
| Total recurring |
Client: (fills from your signature) · Contact: (fills from your signature) · E-mail: (fills from your signature)
Selected Package: · Add-ons: none · Service Fees: , payable in advance per Section 7 · Billing Option: · Amount Due at Acceptance:
Onboarding Fee: , one time · Initial Service Term: months from kickoff, followed by month-to-month. Address and phone are captured on the onboarding form.
Services: Charm is a Go-To-Market Business Process Outsourcer (GTM BPO) providing Sakesh Solutions sales expertise and lead generation services per the selected package: lead acquisition against ICP criteria agreed at kickoff, systems and infrastructure setup, and campaign development with ongoing strategic support.
This Master Services Agreement ("Agreement") is entered into as of the acceptance date recorded on this page (the "Effective Date"), by and between Charm, registered as Didin Customer Service, LLC ("Charm"), located at 1220 E. Henry St, Tempe, Arizona 85281, and the client identified on the Order Form above ("Client").
Charm provides an AI-powered lead generation system with outbound efforts via email and LinkedIn campaigns promoting Client's goods and services for the purpose of generating and nurturing leads for Client (each, a "Campaign"). "Lead" means a potential customer contacted through LinkedIn or email for the purpose of Client offering its goods or services. Charm performs the services in a timely and workmanlike manner. Scope changes require written agreement before work begins, and Charm may charge reasonable costs associated with such changes.
Charm has full power and authority to enter this Agreement; performing it violates no other contract; lead sources infringe no third-party rights and promote no prohibited content; and performance complies with applicable law.
Client has full power and authority to enter this Agreement; performing it violates no other contract; and contact data Client furnishes has been diligently verified as serviceable and current.
All creative campaign assets are created by Charm. Charm may request existing content from Client to leverage in Campaigns. Client grants Charm a limited, non-exclusive, revocable, royalty-free license to use Client's marks solely to perform the services, ending with the Campaign or this Agreement. Client retains all rights in its intellectual property.
Before launch, Charm sends test materials for review. Client has a 24-hour window to object; silence is approval. Client may review each email before every new send, with the same 24-hour window.
The engagement runs an initial term stated on the Order Form (the "Initial Term"), then month-to-month. Fees for the Initial Term are committed at acceptance; neither Party may terminate for convenience during it. Either Party may terminate for material breach uncured within fifteen days of written notice. After the Initial Term, either Party may terminate on thirty days written notice. On termination, Client pays fees accrued through the effective date; if Client terminates for Charm's uncured material breach, prepaid fees for whole unstarted months are refunded.
All fees are payable in advance. The onboarding fee and first monthly period (or the discounted Initial Term fee, where paid-in-full is selected) are due at acceptance and presented for payment on this page through QuickBooks. Client authorizes payment by card or bank transfer through Intuit QuickBooks Payments; card and bank details are held by Intuit, never by this page. Subsequent monthly fees are invoiced in advance of each monthly anniversary of kickoff, invoice delivered seven days prior. Paid-in-full reflects the discount stated on the Order Form; the onboarding fee is not discounted. Late amounts incur 1.5 percent per fourteen days past due, and the program pauses seven days after written notice of nonpayment.
Charm retains access to Client data to perform the services. Client may view and export all Campaign data at its discretion.
Each Party protects the other's Confidential Information with at least commercially reasonable care, uses it only to perform this Agreement, and limits disclosure to those under equivalent obligations. Standard exclusions apply (public information, prior knowledge, independent development, rightful third-party receipt, Campaign materials and metrics). Trade secrets are held indefinitely; other Confidential Information for five years. Legally compelled disclosure requires reasonable prior notice.
Charm shall not use Leads provided by Client for the benefit of competing ventures, during the term and for one year after.
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Acceptance through this page, together with the typed name and the recorded SHA-256 hash of the Order Form and this Agreement as displayed, constitutes a binding electronic signature under the U.S. ESIGN Act and UETA. Charm: Didin Customer Service, LLC, by Chris Booth, Owner.
Ten minutes. Brand voice, ICP, suppression, access.
2 · Book your kickoff →The onboarding discovery session.
Arrives with your kickoff confirmation.
Plainly: if the engagement has not returned its cost by the end of month three, we run month four entirely at our cost, full effort, nothing held back, and we will connect you with people we have run that month for so you can hear how it went. And at month three you choose with data in front of you: keep going, scale a tier up, or take the campaign matrix, the copy and the signal feeds and run it yourself. They are yours either way.
Claim your guarantee →One working session with drafts on the table. It ends with a segment order, signal priorities, a suppression file and demo routing decided, not with a follow-up meeting.
LinkedIn outreach goes out inside week one. In parallel, domains warm, the contractor universe gets built, the feeds start listening, and every play comes through your line-by-line review. On the SDR Desk tier, dialer recruiting runs alongside all of it.
Full volume around week four, signals and straight offer racing side by side, replies landing on your demo calendar the day they arrive. Every two-week cycle is scored and the next one is built from the numbers. Month three, you decide what happens next with the data in front of you.
Pick a kickoff date. Week one is the working session and LinkedIn live, while the universe gets built underneath it. The buyers are already published. The engine just has to start reading.
Pick your kickoff date →