Skydweller
Demand creation · capture · engines
Demand engines built across verticals: creation, capture, and a franchise-ready playbook documented in parallel. ~$40K of paid + web compounded to ~$2M pipeline and ~$1.2M revenue over 2 years.
The engine as sources, processors, sinks.
Each node is something this engagement actually did. Signal in on the left (sources feeding processors, processors producing sinks), outcome on the right.
What we walked into.
Skydweller runs drone-based inspection services out of Canada, serving multiple industry verticals. Two challenges existed in parallel: no repeatable named-account motion for live business development, and no documented GTM model for future franchise operators who would need to run the same playbook independently.
The work had to be both operational and transferable: the ABM motion running in market while the playbook was documented alongside it.
The shipped work.
Build a LinkedIn-led ABM motion targeting named accounts across multiple verticals. Sales Navigator and LinkedIn Ads as the run layer, Clay for enrichment, HubSpot as the system of record. Pair it with a lean website build and ongoing Google Ads to give the motion a paid + owned acquisition base.
Document the franchise-ready GTM playbook in Notion, built in the same arc as the live motion so what is in the doc reflects what actually runs, not a retrospective reconstruction.
Model the franchise marketing fund structure (mandatory global contribution plus optional local boosters) so the same playbook can fund and operate itself across territories. Build the franchisee portal concept to underwrite the network's expansion across Edmonton, Toronto, Waterloo, Seattle and Calgary.
What it produced.
Over 2 years, on ~$40K total spend (Google Ads ~$34K + website ~$5–$7K): ~$2M in pipeline generated · ~$1.2M in closed revenue · 44% close rate on marketing-sourced opportunities · ~$30 in revenue per $1 spent · ~$50 in pipeline per $1 spent.
ABM motion live across multiple verticals. Franchise GTM playbook documented and ready for operator handoff. No oral history, no institutional knowledge gap. Franchise marketing fund model and franchisee portal concept built and ready to underwrite multi-territory expansion.
The honest read.
Small spend, long horizon, tight loop. The return came from compounding signal, not big quarterly campaign drops. Sub-$40K total across 2 years forced every campaign to be readable and every learning to flow back into the next.
Live and documented in parallel. Building the playbook during the live motion, not after, kept it honest. What is in the doc is what actually runs; future operators inherit a tested model, not a best-guess.
Named accounts as the forcing function. ABM targeting forced specificity in the playbook (which verticals, which signals, which outreach sequences), producing documentation with real decision logic rather than generic process steps.
Full retrospective available on request. Book a discovery call.
The tools wired into this engine.
Vendor list reads flat. The configuration is what makes it operate.
Want one of these for your engine?
Each of these started as a single audit or a scoped setup sprint, not a blank retainer. Book a call and we will map the smallest useful step.