After years of piecing together pipeline with siloed tools, outdated spreadsheets, and limited visibility, Chris Geraci knew it was time for a fundamental change.
As the sales leader responsible for both expansion and net-new business at Mural, Chris was facing a challenge that's become increasingly common: how do you build a robust outbound motion when your company has historically relied on inbound demand? While Mural's product-led approach had generated strong user adoption, the sales team needed to evolve beyond reactive selling to proactively drive enterprise pipeline.
The problem wasn't lack of opportunity—it was the complete inability to systematically identify and act on the best prospects at scale.
Enter Pocus.
What started as a hypothesis to unlock better prospecting with unified data quickly evolved into a company-wide strategy to empower the entire GTM function with rich signals and AI-powered insights.
TL;DR
- Pocus and Mural partnered to create a more prescriptive prospecting experience for reps that consolidated tools and improved rep efficiency.
- Rebuilt outbound motion using signals in Pocus like product usage and AI signals
- Reps now own their book with customizable lists, playbooks, and research
Clear leadership visibility into what’s working and how to scale it - 45% of quarterly pipeline driven by Pocus-powered playbooks, 33% close rate on new pipeline (significantly above industry average), and millions in pipeline.
From reactive selling to proactive outbound
Before Pocus, Mural's sales approach was heavily dependent on inbound leads and reactive engagement. While this worked well during periods of strong market demand, Chris recognized the need to build a more predictable, scalable outbound motion to complement their existing success.
“The biggest challenge was just getting the right data into reps’ hands.”
Before Pocus, here's what prospecting looked like for each rep:
- Static spreadsheets with thousands of accounts, enriched irregularly
- Tool hopping between systems to understand the customer manually researching to build account POVs using multiple tools
- Inability to quickly mobilize on to signals, triggers, and prioritization
The hidden cost: Revenue opportunities were buried in data that was impossible to access systematically, turning potential goldmines into black holes.
One tool, consolidated workflows, prescriptive guidance
Chris led the charge in evaluating and rolling out Pocus to transform Mural's approach to outbound. What began as a targeted rollout quickly expanded across the business as teams saw the power of having unified data and systematic playbooks.
Today, Pocus powers signal-based prospecting, account research, and helps Mural's GTM leadership diagnose and optimize their pipeline at a deeper level.
Here's how they built their outbound engine:
Use Case #1: Building repeatable outbound playbooks, fast
Before Pocus, strategies at Mural were often ad-hoc, difficult to measure, and slow to evolve. Reps worked accounts based on gut feel or legacy processes, and leadership had limited visibility into what was working or where to improve.
“Before, we were taking a list of accounts and saying, ‘We think these triggers matter... but the data is old. Let’s just try it.’”
With Pocus, Chris and his leadership team can spin up new signal-based outbound playbooks in a day, test them with a single rep, and scale what works.
“Playbooks are where I spend the most time. We track what’s working, where pipeline is coming from, and what to double down on. It’s where we test, learn, and scale.”
This structure helped them move fast when pipeline goals weren’t pacing. Here’s how:
- Signal-based playbooks: Build any outbound playbook imaginable, like free to paid, growth, and consolidation
- Performance reporting: Understand which playbooks generate the most pipeline, allowing the team to double down on what’s working.
- Easy setup: new playbooks can be spun up in a day and tested by a single rep or small group.
The result: 45% of Mural’s quarterly pipeline comes from Pocus-driven playbooks. With performance data available in real time, the team can continuously optimize campaigns, redirect focus, and coach more effectively.
Use Case #2: Transforming reps into strategic sellers
Moving to a proactive outbound motion meant reps needed to evolve from order-takers to strategic prospectors. Having intent signals wasn't enough—Chris knew his reps needed the skills and tools to research accounts, craft relevant messaging, and drive meaningful conversations with prospects who weren't already interested.
"We're really focused on how we can increase the efficiency of our reps using AI. We took a step back to look at the customer journey to find inefficiency and discovered account research as a bottleneck.”
Rather than relying on static enablement or manual coaching, the team turned to Pocus’ AI Strategy to give every rep a head start on strategic selling. Automated research replaces time-consuming toggling between tools, enabling reps to spend more time on strategic outreach instead of admin.
- Unified Account Intelligence: Reps get an instant comprehensive view of what's happening within an account—from firmographics to relevant market signals—all in one place.
- Strategic POV: Pocus' AI summaries provide hypotheses on accounts' pain points and potential opportunities, helping reps articulate compelling value propositions.
- Better messaging & meeting prep: Automated research enables faster, more personalized messaging and better meeting preparation.
By embedding these insights directly into reps’ workflows, Pocus didn’t just speed things up it also made reps more thoughtful and strategic.
The result: Reps, especially early career, are developing sophisticated account research and outbound strategy skills faster than ever before.
Use Case #3: Single source of truth enables rep ownership
Before Pocus, reps at Mural were flying blind when it came to account prioritization. Critical data lived in different systems—usage data in one tool, financial information in another, and buying signals scattered across multiple platforms.
Pocus unified Mural's internal data with rich external signals to create a single source of truth for GTM intelligence.
This transformation gave reps a centralized, always-updated view of their territory, complete with real-time signals and clear prioritization guidance.
- Unified data model: Brings together internal systems with AI-driven external signals (earnings calls, job postings, news, etc.) into a single, comprehensive view.
- Real-time updates: Ensures reps are always working with the freshest signals and most current account information.
- Self-service list building: Reps can easily create and customize lists to organize their territory without constantly pulling in RevOps and Marketing resources.
Result: Instead of reacting to whoever raised their hand or guessing which accounts to prioritize, reps now start every day with a data-driven, prioritized list of their best opportunities.
The results: 45% of quarterly pipeline driven by Pocus playbooks
The transformation from reactive to proactive selling has delivered measurable impact:
By the numbers:
- 33% close rate — a strong signal that the right accounts are being targeted
- 45% of pipeline sourced directly from Pocus-powered plays
- 6 hours saved per week per rep on account research and personalized outreach
Strategic outcomes:
- Reps ramp faster and prospect more confidently with systematic guidance
- Leaders get clearer insights into what's working and can make data-driven optimizations
- The entire GTM team is aligned around a scalable, repeatable outbound motion
- Reduced dependence on inbound demand cycles
Looking forward: The future of strategic outbound
As Chris puts it, “This has become the backbone of our outbound strategy.” And it’s just the beginning.
The team is expanding their use of AI to eliminate even more manual work while preserving the strategic thinking and relationship-building that drive complex deals. Chris sees a future where technology amplifies human capabilities rather than replacing them.
"What doesn't go away is the outbound skill set that you build in that SDR role. Maybe smaller teams, but much more focused on pure outbound activity while we augment some of the inbound and mundane tasks with AI."
For Chris and the Mural team, Pocus has proven that with the right data, tools, and systematic approach, any company can build a predictable, scalable outbound engine—regardless of how they've historically generated pipeline.
