Sub2 Technologies · Scoremax

Building the Scoremax
Commercial Pipelinethe first six months

A working plan, not a pitch. Where the pipeline comes from, how it gets built, and what good looks like at 30, 60, 90 days and month six.

Presented by

Wayne Cohn

New Business Sales Manager candidate

Presented to

Chris Vaughan

Tony Lawes

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01The mechanism

How Scoremax actually works

The mechanism behind the score, from raw visitor behaviour through to live activation.

01

Data collection and enrichment

Every visitor interaction, pages viewed, time spent, device used, is captured and tied to a unique device ID. If that device has visited before, current behaviour links to its full historical profile, deepening accuracy over time.

02

Real-time machine learning and scoring

Each client gets a bespoke model and scoring framework tailored to their specific customer journeys and business goals, not one shared model across every client.

03

Activation and integration

Scores are delivered live to digital media buying platforms (Display, Social, Meta), CRM and email platforms, and data/analytics systems, letting media traders bid more aggressively on high-intent devices, cut spend on low-intent audiences, and prioritise ad delivery where ROI will be highest.

From data to action in seconds

Score · Segment · Activate
HighHighMedMedLowLowLowMed
SelectHigh propensity

High propensity to convert. Bid up, prioritise, personalise.

TestMedium propensity

Medium propensity. Worth testing creative, offer and timing.

SuppressLow propensity

Low propensity. Stop paying to reach them. Zero wasted spend.

API feed to every channelGoogle Marketing PlatformMetaTikTokKlaviyo

What it predicts

  • Buyer intent, the likelihood of a future purchase.
  • Upsell potential, the probability of purchasing higher-value products.
  • Churn risk, the risk of an existing customer disengaging.
02The plan

30 / 60 / 90 days: and the first six months

First 2 weeks

Deep onboarding

  • Shadow existing demos and live client calls.
  • Review current CRM and pipeline data to find the real top lead source.
  • Map existing case studies (Damart, QUIZ, Superga, ProCook, Heal's) for proof-point ammunition.
  • Agree ICP and territory with Chris and Tony.
  • Get Scoremax demo-certified.
Days 1–30

Build the outbound engine

  • Stand up the single outbound engine (see Go-To-Market).
  • Begin outreach to a first wave of 8–10 highest-fit prospects.
  • Attend and shadow any live client calls.
  • Start building a proposal template with ROI framing.
Days 31–60

Discovery, demos, partners

  • First discovery calls and demos running.
  • Qualify and prioritise the full 20–30 prospect list.
  • Begin partner conversations with agencies who could resell or refer.
  • First proposal(s) out.
Days 61–90

Close and refine

  • First deal(s) in late-stage or closed.
  • Pipeline coverage building, aim for 3–4x quota in pipeline.
  • Refine messaging on real objections heard, especially "we already get this from GA4/Klaviyo".
  • Report learnings back to product and commercial strategy, per the JD's own ask.
6 months

Repeatable, not founder-led

  • Consistent, repeatable outbound motion running, not ad hoc.
  • First cohort of closed-won logos in at least 2 of the 3 prioritised verticals.
  • Documented and repeatable outbound playbook.
  • Clear view of what's working by vertical and by message.
03Where we play

Target market: three tiers

Tier 1

Fastest route to revenue

UK mid-market fashion & DTC brands

Similar profile to existing clients Damart, QUIZ and Superga.

  • Shortest sales cycle.
  • Clearest ROI story, conversion and AOV.
  • Decision-makers often reachable directly (CMO / Ecommerce Director) at this company size, fewer layers than an enterprise business, though this should be confirmed per account in discovery, not assumed.

Tier 2

Quickest strategic wins

Home & interiors DTC brands

Profiles like ProCook and Heal's.

  • Longer purchase cycle, so the churn and LTV story lands well.
  • Higher average order values, so the ROI case is larger.

Why Tier 2 trades speed for size: furniture and interiors purchases are structurally higher-consideration and higher-value than fashion basics, a well-established retail pattern, not a claim about these specific accounts individually. That's why the sales cycle runs longer, but the churn/LTV story and deal size are both stronger once it lands. Tier 1 wins fast and small, Tier 2 wins slower and bigger.

Tier 3

Biggest strategic opportunity

Performance marketing agencies

Agencies managing multiple ecommerce clients.

  • Slower to close individually.
  • Each signed agency partner multiplies reach across their whole client book.
  • Plus financial services (like existing client Salad Money), an underused vertical worth testing.

Where do Shopify and WooCommerce fit?

They're not a fourth prospect tier, they're the platforms our prospects already run on. Getting Scoremax listed on their app marketplaces is a distribution and partnership play, not a sales one, covered in the Go-To-Market section, not here. The tiers above are about who we sell to. Platforms are about how a much larger number of similar businesses could discover Scoremax without us selling to them directly.

04Who we go after

Prospect list: 22 UK organisations

Priority: shortest realistic sales cycle within this list, given fit and reachability. Strategic: longer cycle, larger or more transformative opportunity.

Tier 1: Fashion & DTC

Fast route to revenue

Oliver Bonas

Priority

Multi-category catalogue and CRM-led marketing, strong Scoremax fit.

Joules

Priority

Broad ecommerce base with heavy promotional cycles to optimise spend against.

Boden

Priority

Catalogue and CRM heritage, repeat-purchase scoring lands immediately.

Hush

Priority

DTC-first with strong email/CRM programme ready for predictive scoring.

Whistles

Priority

Premium fashion with clear high-value customer segmentation need.

AllSaints

Strategic

Global paid media spend, wasted-budget reduction story is compelling.

In The Style

Priority

High-velocity social commerce; real-time intent scoring is directly actionable.

Represent Clo

Priority

Fast-growing UK DTC with drop-led demand spikes to predict.

Seasalt Cornwall

Priority

Loyal repeat base, churn early-warning is a natural entry point.

Tier 2: Home & Interiors DTC

Considered purchase, higher AOV

Dunelm

Strategic

Scale retailer with mixed on/offline data, strong unified-score case.

Cox & Cox

Priority

Considered purchase and high AOV, strong LTV and churn story.

Swoon

Priority

Long consideration windows suit predictive intent scoring.

Loaf

Priority

High AOV furniture, small conversion lifts translate to large revenue.

Rockett St George

Priority

DTC interiors with active paid social, retargeting suppression win.

Tier 3a: Performance Marketing Agencies

Multiply reach across client books

Croud

Strategic

Agency reaches many ecommerce clients at once, partner multiplier.

Journey Further

Strategic

Performance-led agency whose ROAS narrative maps directly to Scoremax.

Brainlabs

Strategic

Large client book and data-first positioning, natural reseller fit.

Vervaunt

Strategic

Ecommerce consultancy influencing platform and martech decisions.

Impression

Strategic

Mid-market ecommerce roster, referral route into Tier 1 and 2 brands.

Tier 3b: Financial Services & Considered-Purchase

Underused vertical worth testing

Updraft

Strategic

Digital-first lender, lead quality scoring reduces wasted acquisition spend.

Creditspring

Strategic

Subscription model, churn early-warning is a direct revenue lever.

Freedom Finance

Strategic

High-volume lead flow where ranking intent materially cuts CPA.

Existing clients in these verticals

Damart, Heal's, ProCook and Salad Money are already Scoremax clients across these same verticals, not prospects, but genuine reference points and proof of traction to use in conversation with each tier.

  • Damart
  • Heal's
  • ProCook
  • Salad Money

Built from public market mapping and standard account due diligence, then refined continuously against live CRM and lead-source data.

05Verified results

Real client proof: the Heal's case study

Verified first-party results from a live Scoremax deployment, not third-party estimates.

Background

Heal's faced fewer active buyers, lower purchase intent and rising cost per click. They integrated Scoremax via API into Search, Shopping, Social and Programmatic to improve remarketing effectiveness and order volumes.

Social

47% higher ROAS

Legacy visitor audiences paused completely in favour of Scoremax audiences across all major social platforms.

Programmatic

Revenue up 214%

Overall ROI up 70%, 26% higher click through rate, 164% more orders, 26% lower cost per acquisition, versus business as usual.

Search and Shopping

ROAS 9.0 to 10.34

Scoremax intent audiences improving bidding efficiency and targeting signals.

Testimonial

Mark Hammond, Head of Ecommerce at Heal's, describes the AI-driven precision as a genuine game-changer for their advertising efficiency and ROI, with Heal's now exploring bringing the same intelligence into their CRM.

Mark Hammond, Head of Ecommerce, Heal's.

06Second revenue engine

The agency model: a second revenue engine

Scoremax already has a proven white-label model through agencies, which makes Tier 3 agencies a genuine reseller revenue engine rather than only a referral multiplier.

  • Delivered white-label. The agency controls client pricing and positioning, Scoremax sits invisibly inside their own service.
  • Priced as a fixed monthly fee per end client, not per channel, typically £3k to £10k a month for single-market deployments, scaling to £10k to £20k+ for multi-market.
  • Generates £2k to £5k+ incremental high-margin revenue per client per month for the agency, without any additional headcount.
  • Positions Scoremax as a tangible, data-led differentiator agencies can use in their own new business pitches.

This changes the pitch to agencies entirely: not "refer us to your clients", but "add a new high-margin revenue line to every client you already have, white-label, with zero extra headcount."

07Warm routes in

Relationship mapping

Named contacts are added as each introduction path is confirmed, so the table reflects only live, verified routes in.

Warm paths already in motion

  • Fashion lecturer (personal contact), has worked with a number of established fashion brands, potential introduction path into Tier 1 accounts.
  • Owner, Positive Retail (personal contact), pre-loved/resale retail, believed to be a former Topshop buyer, potential introduction to larger fashion brands.
  • LinkedIn network, an active source of existing retail contacts to work through systematically.
  • Existing SaaS and fintech network from previous roles, relevant to the martech/CDP and financial services prospect tiers.

Warm introduction paths currently being developed.

CompanyContact NameTitleRelationship StrengthEst. time to first meeting
Oliver BonasBenjamin CurtisDirector of EcommerceCold outreach, no existing relationshipTBC, contact identified via public research, not yet approached
Joules[Add contact][Add contact][Add contact][Add contact]
BodenRachael ThorntonHead of CRMCold outreach, no existing relationshipTBC, contact identified via public research, verify current role before outreach
Hush[Add contact][Add contact][Add contact][Add contact]
Whistles[Add contact][Add contact][Add contact][Add contact]
AllSaintsLiam PriceGlobal E-Commerce DirectorCold outreach, no existing relationshipTBC, contact identified via public research, verify current role before outreach
In The Style[Add contact][Add contact][Add contact][Add contact]
Represent Clo[Add contact][Add contact][Add contact][Add contact]
Seasalt Cornwall[Add contact][Add contact][Add contact][Add contact]
Dunelm[Add contact][Add contact][Add contact][Add contact]
Cox & Cox[Add contact][Add contact][Add contact][Add contact]
Swoon[Add contact][Add contact][Add contact][Add contact]
Loaf[Add contact][Add contact][Add contact][Add contact]
Rockett St George[Add contact][Add contact][Add contact][Add contact]
Croud[Add contact][Add contact][Add contact][Add contact]
Journey Further[Add contact][Add contact][Add contact][Add contact]
BrainlabsSue UnermanGlobal Chief Strategy OfficerCold outreach, no existing relationshipTBC, senior strategic hire, may not be the day-to-day evaluator for a tool like Scoremax, worth finding a more operational contact too
Vervaunt[Add contact][Add contact][Add contact][Add contact]
Impression[Add contact][Add contact][Add contact][Add contact]
Updraft[Add contact][Add contact][Add contact][Add contact]
Creditspring[Add contact][Add contact][Add contact][Add contact]
Freedom Finance[Add contact][Add contact][Add contact][Add contact]
08How we do it

Go-to-market approach

One outbound engine, not a tool stack

  • Built on Gojiberry (gojiberry.ai) rather than stacking Clay for enrichment and Lemlist for sequencing.
  • One AI agent reads the Scoremax website and ICP, finds and scores warm, high-intent leads from buying and social signals.
  • Runs coordinated Email + LinkedIn outreach automatically, replacing what used to take 2–3 separate tools.
  • LinkedIn and email sequences run from Chris and Tony's own accounts, not a generic sales or company account, founder-voice outreach consistently outperforms rep-sent messages on reply rate and trust, borne out directly in past campaigns.

This only works if it's genuinely low-lift for Chris and Tony, the process should hand them ready-to-send, personalised drafts to approve or tweak, not add a new task to their day.

Platform & marketplace partnerships: reaching bigger brands without outbound

  • WooCommerce is a second real channel alongside Shopify: 4 million+ live stores, roughly a third of all ecommerce sites globally by count, 1,100+ marketplace extensions already listed.
  • Direct proof the gap matters: Nosto, a predictive personalization competitor, is a live 4.8-star Shopify App Store listing that Shopify itself names its preferred personalization provider. Competitors are already there. Scoremax is not.
  • Checked directly: Scoremax and Sub2 Technologies do not currently have a live listing on the Shopify App Store, a genuine gap, not an assumption. Shopify Plus alone (the enterprise tier) runs 47,000+ live stores, and the wider App Store hosts 15,500+ apps that merchants browse and self-install with zero outbound sales touch.
  • The same approach extends beyond Shopify: BigCommerce App Marketplace, Adobe Commerce (Magento) Marketplace, and the Klaviyo App Marketplace given Klaviyo is already a named integration target.
  • This is a technology/ISV (Independent Software Vendor) partnership motion, not a sales motion, direct precedent from building MINDBODY's API partner ecosystem and helping land the Nayax terminal partnership and Kyndryl ISV signing at Unipaas.
  • A cross-functional build, not something sales owns alone, raised here as exactly the kind of market insight the role is meant to feed back into product and commercial strategy.

Getting listed opens a self-serve discovery channel into far larger brands than 1:1 outbound can reach in six months: this is additive to the outbound engine, not a replacement for it.

How this actually runs, step by step

The outbound engine in practice, from signal to demo.

01

Define the ICP

Fashion/DTC, home & interiors, agencies, financial services tiers loaded into Gojiberry as target criteria.

02

Gojiberry scans for signals

AI reads LinkedIn and the web for buying signals in the niche (hiring for CRM/retention roles, funding news, platform migrations, competitor engagement), per Gojiberry's own claim, this runs without manual searching.

03

Scores against ICP

Filters noise, ranks prospects, surfaces a ready-to-contact list of people already showing intent.

04

AI drafts personalised sequences

Founder-voice copy generated per account (see examples below), not generic templates.

05

Sends across LinkedIn + Email in parallel

Coordinated multichannel outreach, from Chris and Tony's own accounts.

06

Replies handled

Gojiberry pre-drafts replies for approval, nothing sent without a human sign-off on the reply itself.

07

CRM sync: lead created automatically

Contact, company, and engagement history pushed into Sub2's CRM the moment someone replies or books, no manual data entry.

08

Discovery call booked → Scoremax demo

Meeting lands straight in the calendar, feeding the pipeline and KPI tracking already covered in this deck.

Example sequence: founder-voice, Scoremax-specific

A working example of the outbound motion, tone and structure to be refined collaboratively.

LinkedInFrom Chris Vaughan

Connection request

Hi [First Name], saw [Company] scaling fast on [signal, e.g. recent funding/Black Friday push]. Would love to connect.

LinkedInFrom Chris Vaughan

Follow-up (post-connect)

Thanks for connecting, [First Name]. We built Scoremax to solve something most [fashion/DTC] brands hit around this stage, knowing which visitors are actually about to buy versus which ones are wasting ad spend. Heal's saw 47% higher ROAS on social and 214% revenue growth on programmatic after switching to Scoremax audiences. Worth 15 minutes to see what it'd show on [Company]'s own traffic?

Email 1 · Day 1Opening value email

Subject: A quick one on [Company]'s ad spend

Hi [First Name], noticed [signal/trigger]. Most brands your size are running GA4 or Klaviyo's built-in predictions, but those only see one channel each and don't talk to each other. Scoremax gives you one live score across every channel you run. Heal's ran it across Search, Shopping, Social and Programmatic and saw 47% higher ROAS on social and a 214% revenue increase on programmatic. Worth a 15-minute look at what it'd flag on your traffic?

Book a time
Email 2 · Day 4Case-study-led follow-up

Subject: How Heal's used this

Short case-study-led follow-up built on the real Heal's case study: API integration across Search, Shopping, Social and Programmatic, 47% higher ROAS on social, 214% revenue growth on programmatic, and the same single call to action. No new pitch, just evidence.

Book a time
Email 3 · Day 9Low-pressure breakup

Subject: Closing the loop

Low-pressure breakup email, assume the timing is wrong rather than the interest, leave the door open, same call to action.

Book a time

Example sequence, agency-targeted

Same founder-voice principle, different audience and value prop.

LinkedInFrom Chris Vaughan

Connection request

Hi [First Name], saw [Agency] is running paid media for a strong ecommerce client roster. Would love to connect.

LinkedInFrom Chris Vaughan

Follow-up (post-connect)

Thanks for connecting, [First Name]. Most agencies we talk to are looking for a genuine data-led differentiator for new business pitches. Scoremax runs white-label inside your existing client relationships, no extra headcount, and typically adds two to five thousand pounds a month in pure margin per client. Worth a 15 minute look at how it'd sit inside your current stack?

Email 1 · Day 1Opening value email

Subject: A new margin line for [Agency]

Hi [First Name], most agencies your size are leaving a genuine revenue line on the table. Scoremax runs invisibly inside your existing client work, you keep full control of client pricing and positioning, and it typically adds two to five thousand pounds a month in pure margin per client with zero added headcount. We've already proven the results in production, 47% higher ROAS on social and 214% revenue growth on programmatic for one retail client. Worth 15 minutes to see how this would sit inside your stack?

Book a time

Why Gojiberry, not Clay + Lemlist

Finds & scores leads

Clay

Yes, via 100+ data sources, but needs a dedicated 'Clay owner' to build and maintain workflows

Gojiberry

Yes, built in, reads signals automatically, no workflow-building required

Writes outreach copy

Clay

No, exports to a separate tool

Gojiberry

Yes, personalised per account, generated automatically

Sends LinkedIn + Email

Clay

No, requires Lemlist, Instantly or similar as a second tool

Gojiberry

Yes, native, both channels from one place

CRM sync

Clay

Yes, feeds into CRM as a separate step

Gojiberry

Yes, native, lead created automatically on reply/booking

Tools required

Clay

2 (Clay + a sending tool)

Gojiberry

1

Founder-voice sending

Clay

Depends on the sending tool, usually one mailbox owner per seat

Gojiberry

Multiple LinkedIn accounts on one Gojiberry account, so Chris and Tony can send in their own voice

Team access

Clay

Per-seat workspace access

Gojiberry

Members: separate logins for each person, all linked to the main account

Duplicate outreach protection

Clay

Managed manually in the sending tool

Gojiberry

Built in, members can be blocked from contacting the same lead twice

Fewer tools, one owner, less to break, the same principle behind keeping this whole outbound motion simple enough for Chris and Tony to stay hands-on without it becoming a second job.

Confirmed with Gojiberry: the whole cycle sits in one place, from finding warm leads through the ICP and signals you configure, to LinkedIn connection requests, post likes and personalised messages built from each lead's data, plus email campaigns. Several LinkedIn accounts can run under one Gojiberry account, which is exactly what makes founder-voice sending from Chris and Tony practical, and member logins keep two people from ever hitting the same lead.

Process, not tools

  • Define ICP by vertical (see Target Market).
  • Let Gojiberry surface intent signals, hiring for CRM/retention roles, recent funding, competitor engagement, platform migrations, to prioritise who to contact first.
  • Run parallel LinkedIn + email sequences, personalised per account.
  • Qualify replies into discovery calls booked directly into the calendar.

CRM integration

  • Connect Gojiberry directly into Sub2's CRM, native HubSpot/Pipedrive support, plus open API/MCP for others.
  • Lead status and outreach activity sync automatically.
  • Exact CRM to be confirmed with the team; the integration approach is the same regardless of which one it is.

Event intelligence, not just martech events

  • Use event intelligence platforms like Vendelux or 10times to map which UK retail and fashion events our actual ICP accounts and decision-makers attend, not just martech conferences.
  • Real events worth mapping: Pulse eCommerce Summit (hosted by Vervaunt, already a prospect partner above), eCommerce Expo (co-located with Technology for Marketing), Retail Technology Show, Shoptalk Europe.
  • Pre-identify attending accounts and decision-makers ahead of the event, plan warm in-person approaches, and feed the same names into the Gojiberry outbound engine for pre-event outreach.

Podcasts as a door-opener

  • Lower-cost, relationship-first channel than cold outbound, build relationships with hosts who already have access to brand decision-makers.
  • UK shows worth targeting: 2X eCommerce Podcast, Inside Retail, The Business of Fashion Podcast.
  • Guesting or sponsorship, not just listening, the goal is host relationships that open doors to their guest network.

Door-opening beyond cold outbound

  • Warm intros via the agency partners, event and podcast relationships above.
  • Case-study-led content (Damart, QUIZ, Superga results) shared directly to targeted prospects.
  • Representing Scoremax at relevant industry events, per the JD's own ask.

Observation & suggestion

An unclaimed win: turning proof into promotion

  • Checked directly: Damart, Heal's, ProCook and Salad Money all have real, published case studies on Sub2's own site, confirmed first-party proof, not a claim.
  • But none of it is amplified. No independent press release exists for any of the four. None of the four clients link back to or republish the case study on their own site. It's entirely one-directional, Sub2 celebrates the win, the client doesn't reciprocate publicly.
  • Checked LinkedIn directly tonight: Sub2's page has posted before, a Kurt Geiger client testimonial, a new-hire announcement, an internal update, so it isn't true to say they've never posted. But there's no visible recent activity, right now LinkedIn is filling the space with a paid ad unit instead of an organic post. Historical activity, current silence, exactly the kind of gap a new hire could close.
  • AIDA in practice: attention through the proof already sitting on the site, interest through the Heal's and ProCook numbers told as short proof stories, desire through founder-voice commentary from Chris and Tony on live retail signals, and action through a single clear next step, a scoring pilot on the prospect's own data.
  • Suggestion: turn verified wins into properly co-promoted assets. Client sign-off on a joint case study, a reciprocal backlink (genuine SEO value for both sides), a short joint LinkedIn post or press mention, and feed the same proof points straight into the outbound sequences already built in this plan.

Real wins are only as valuable as how visibly they're told. This is exactly the kind of market insight worth feeding back into commercial strategy, not just a footnote.

Positioning

Not "replace GA4 or Klaviyo", one unified score across every channel you run, versus two or three disconnected single-channel scores that don't talk to each other.

Two distinct buyer audiences need two distinct stories: a commercial and CRM story for ecommerce brands focused on revenue and retention, and a real-time bidding story (sub-50ms scoring) for advertisers and media traders focused on efficiency. Segmenting the message by audience lifts conversion on both.

09Accountability

KPIs & measures of success

Outbound

  • ICP-qualified accounts contacted per week via Gojiberry.
  • Reply rate.
  • Meetings booked per month, ramping month by month.

Pipeline

  • Total pipeline value generated.
  • Pipeline coverage ratio versus quota, target 3–4x.

Open question

How should quota be calibrated given the current client base? Keen to build a target that's genuinely achievable, not just aspirational.

  • Number of qualified opportunities by vertical.

Conversion

  • Discovery-call-to-demo rate.
  • Demo-to-proposal rate.
  • Proposal-to-close rate.

Revenue

  • First closed-won deal by day 60–75 (stretch).
  • Cumulative closed-won value by month 6.
  • Minimum 2 verticals represented in closed business by month 6.

Qualitative

  • A documented, repeatable outbound playbook handed back to the business, not just personal pipeline.