351 Meetings and $3.28M in Pipeline — Outbound and Event Support Across EMEA for a Real Estate Tech Leader

Tango Analytics is the leader in Store Lifecycle Management and Integrated Workplace Management System (IWMS) software — a platform that unites analytics, transactions, lease administration, space management, and desk booking for enterprise real estate portfolios. Tango's buyers sit in Workplace, Lease Management, Corporate Real Estate, and Facilities departments — from Manager level up to Directors, VPs, and Heads of function — with Finance and Operations leaders occasionally involved due to their role in lease and real estate decisions. Sellerate was introduced to Tango through Manish Goyal at Berkshire Partners, who connected the team with Tango's former Chief Sales Officer, Mike Huseman.

Tango needed a dedicated outbound and event support function to drive pipeline across EMEA. The target market — corporate real estate and facilities decision-makers — is a niche buyer segment where generic outbound doesn't work. Reaching the right people requires understanding how lease management, space planning, and workplace strategy intersect, and the ability to engage across multiple seniority levels and functional areas within the same organization. Tango also needed support around industry events, which represent high-concentration opportunities to engage qualified buyers if the pre- and post-event motions are executed well.

Sellerate embedded two SDRs into Tango's team, operating inside Salesforce and Microsoft Teams. The SDRs ran multi-channel outbound campaigns and event support across EMEA, targeting enterprise companies including Clifford Chance, Sanofi, CEVA Logistics, ABB, and OneTrust. By leveraging multiple LinkedIn profiles and tactical innovations — including a holiday messaging strategy that used OOO placeholders and thoughtful follow-ups to maintain engagement through Q4 — the two-person team effectively operated at the capacity of four.

Over the course of the engagement, the team generated 3,176 engagements, scheduled 351 meetings (285 completed), and engaged 1,856 accounts. In 2025 alone, they produced $3.28M in pipeline across 28 qualified opportunities, with several enterprise deals progressing through mid-to-late stages. Event support covered major industry moments including Tango & MillerKnoll, GRO Retail, and Worktech Zurich.

Two SDRs operating at the capacity of four is the embedded model working as designed.

‍Tactical innovations — multi-profile outreach, holiday messaging strategies, and multi-channel coordination — allowed a lean team to produce output that would typically require double the headcount.

Event support multiplies outbound impact when pre- and post-event motions are disciplined.

‍Fifty of the 208 meetings in 2025 came from event-driven outreach. Structured pre-event targeting and fast post-event follow-up turned conference attendance into qualified pipeline, not just badge scans.

Niche markets reward precision over volume.

‍Corporate real estate and facilities decision-makers are a specialized audience. The engagement worked because the SDRs understood how lease management, workplace strategy, and space planning intersect — not because they sent more emails.