How Iru's GTM Team Increased Meetings by 20% with Apollo

The problem: Too many tools, not enough trust

The GTM team at Iru (formerly Kandji) faced a classic case of tool sprawl gone wrong.

Reps hopped between Outreach, ZoomInfo, Chili Piper, and Gong to complete basic prospecting tasks. Fragile integrations required custom code, and adding a single contact across the system could take hours.

“It was messy, disjointed, and an ops nightmare. Our reps had to jump between tools all day long. Costs were high, data was inconsistent, and constant screen-switching killed productivity,” explains Kayla Siemon, Head of GTM Operations, remembers.

Kayla teamed up with Allan Ramsay, Head of GTM Experience, to find a solution. "We locked ourselves in a room for a week to figure out the best solution for our reps," she says.

After an intensive evaluation process, they decided to rebuild its prospecting motion around Apollo. Here's why.

The turning point: One workspace to rule them all

One breakthrough: Apollo's seamless HubSpot integration actually worked. "We'd been burned by tools claiming native integrations but requiring custom code," Kayla says.

This wasn't just about technical compatibility but having a source of truth Kandji’s exec team lives in the CRM. It was crucial that there was no data disconnect.

“With Apollo, I don’t have to custom code anything. I flip a switch, and it just works,” says Kayla. "Custom field mapping is so easy and once done, the right data shows up in both systems, so leadership and reps trust what they're looking at."

Stack replacements followed: Apollo Conversations replaced Gong, Apollo Sequences replaced Outreach, Apollo Enrichment replaced ZoomInfo, and Apollo’s inbound routing replaced Chili Piper.

This consolidation became the backbone for what they now call their prospecting flywheel, a self-reinforcing system of signals, plays, and automation that helps every rep know exactly where to focus next.

“Now, our AEs can stay in Apollo from start to finish across both outbound and inbound motions,” Kayla explains. “Prospecting, enrichment, sequencing, and follow-up all connect seamlessly, so reps don’t have to wonder where to go or what to do next. They work the flywheel and focus on having better conversations.”

Apollo in action: Two plays, endless leverage

Allan leads program design, translating field pain points into Apollo workflows. Two plays now drive consistent results:

1. Competitive play: Finding the right people faster

In the past, reps spent hours just to research whether a prospect managed Apple devices or mentioned competitors in their profile. Now, that context lives directly in Apollo.

“Instead of bouncing between platforms,” says Allan, “reps can instantly see those buying signals right inside Apollo. It saves time and helps them zero in on the right people to engage.”

The team narrows thousands of potential contacts down to a handful of high-fit leads and drops them into persona-approved sequences tailored to those signals.

The outcome: sharper targeting, faster ramp-up, and more confident outreach.

2. Partial form-fill follow-up to recover opportunities

A second play emerged from a simple observation: What happens when someone starts a form but never finishes?

Before, those leads disappeared. Now, they’re routed to an SDR and dropped into an automated Apollo follow-up sequence.

“That single workflow has turned into a steady source of new meetings for us,” Allan explains. “We’re booking roughly one extra meeting a day from leads that would’ve otherwise been lost.”

That adds up to about 20 additional meetings every month, all without any new ad spend or list buys.

The results: From fragmentation to revenue machine

Since consolidating their prospecting motion in Apollo, Iru has seen measurable results:

• 20% increase in meetings booked
• 20 meetings booked per month from a single automated follow-up sequence targeting partial form fills.
• 5 hours saved per rep, per week by cutting out tool-switching and automating repetitive steps.

Beyond the numbers, the cultural shift was immediate. “We can go from idea to creation in 24 hours,” says Allan. “With Apollo, we can test something new today and see results tomorrow. With other platforms, that would’ve taken weeks – if it was even possible.”

A partnership built for innovation and focus

What started as a tool consolidation project became a true partnership for growth.

"Our CSM really listened to our ideas and helped us get the right changes prioritized," Kayla says. "That kind of support made a huge difference."

This responsiveness stands in stark contrast to their experience with other vendors. "It's been a breath of fresh air having a partner that takes action on our feedback," Allan adds.

The result is a platform that evolves alongside their needs. "Every time we log in, there's something new that helps our team work smarter," notes Kayla.

Iru's transformation shows that consolidating your tech stack isn't just about cutting costs but about creating focus. When GTM teams treat their sales platform as a workspace rather than just another tool, everything accelerates.