Top of funnel window-shoppers

Trinity Cyber had tried the outbound playbook. More than one version of it. They'd run through a lot of lead-gen and outbound services, and almost everything that came back landed somewhere near the top of the funnel, always.

That's a real problem when what you sell is genuinely hard to sell.  

For context, Trinity Cyber invented Full Content Inspection — a fully managed platform that reads live network traffic and strips out threats inline, before they ever reach a network.  

This isn’t a product your SDRs fully explain in a 20-minute intro call with someone who’s “just exploring”.  

This is the type of solution buyers evaluate when they have a real problem and a real deadline that needs a specific solution.  

Instead, Trinity's reps kept meeting people who had none of those things.

"Sometimes we'd even get people who didn't even know why they were on the call. It was literally like if you were to pick somebody off the street." — John Fraser, VP of Sales, Trinity Cyber

Someone who’s only ‘looking’ for a solution never buys. Curiosity doesn’t convert.  

And it wasn’t just a bad month either. It ran for a year to eighteen months — a long stretch of trying different vendors and different outbound services, none of them moving meetings to opportunities.

Until a realization that something needed to change.  

‍

A success story that started it

By the end of 2025, Trinity Cyber had started collecting better data, and the data was blunt. Their meeting-to-opportunity conversion rate was nowhere near where it needed to be.  

So they set a goal for 2026: raise that number, dramatically, and stop repeating the mistakes of the year before.

Around the same time, Trinity's president read the case study we did on Zscaler who were facing almost exactly the challenge Trinity was trying to solve.  

His takeaway was to do what Zscaler was doing.  

John Fraser's takeaway was simpler.

"Why don't we just use the company that Zscaler is using?"

‍

Pre-discovery did the heavy lifting

What sold John on the methodology wasn't the pitch. It was the work that happened before his reps even got to the pitch.

TechnologyMatch front-loaded the qualifying. Budget, timing, territory, the specific thing a buyer was after, the pain sitting underneath it — all of it surfaced before a meeting was ever booked.  

So instead of opening with "here's who we are," Trinity's reps could open where a real problem is being solved and the buying conversation starts.  

"There's a lot of pre-discovery that already happened, which makes the job of my guys much easier — budget, timing, even things like location. It all screams more mid-funnel." - John Fraser

Before, a lead was a name, a company description, and someone "interested in learning more”. Now it was a decision-maker with budget, authority, a defined need, and a timeline already attached.

And the meetings actually happened. Between a white-glove appointment desk and tight scheduling discipline across Trinity's territories, reschedules and conflicts became a non-issue — the quiet logistics failure that kills pipeline.

‍

They showed up — and they converted

Two things moved together. 42.5% of completed meetings converted into opportunities, up from 22.3% with the provider they'd used before. And the meetings actually happened — a held rate near 100%, against a prior rate below 50%.

12.8X pipeline for every dollar invested

Pipeline per dollar invested came in at 12.8X, versus 2.3X for the solution they'd used before. More than five times the return on the same spend.

$7.9M in budget sitting behind the meetings

59 of the 65 delivered meetings carried a documented budget figure at the point we handed them over, so 91%, carrying $7.9M in prospect-stated budget — an average of $133K each.

62% decision-makers were Directors or above

Of the 65 meetings, 62% were at Director level or above, including 14 with the C-suite (CIO, CTO, or CISO) and 6 with VPs. The people across the table could actually say yes.

An 89% acceptance rate, across 27 industries

Trinity Cyber accepted 89% of everything it reviewed — a quality bar that held up consistently, not on a lucky handful. And the meetings spanned 27 distinct industries, manufacturing the largest at just 23%. Broad, not narrow. The results weren't riding on a single vertical.

Delivered ahead of schedule

The programs were built on six-month delivery windows. One of them hit its full goal in roughly three months — half the contracted time. Speed, without trading away the qualification that made the meetings worth taking.

‍

And they still walked away with more

Despite the jump in numbers, the biggest change was a new standard.  

Trinity Cyber now has a clear, shared picture of what a qualified meeting actually looks like — budget, timeline, need, and real pain, all understood before a salesperson ever joins the call. They've started holding these meetings up as the model for their own internal SDRs.

"We have a better idea of what a qualified meeting looks like and what it represents." - John Fraser

That's the quiet compounding effect. TechnologyMatch reset the baseline Trinity measures everything else against.

A new bar.  

Also, when a handful of prospects turned out to be a mismatch — including some who assumed Trinity was a traditional MSP, which it isn't — we helped them tune the qualifying scripts, so the distinction was clear up front.  

Matches that didn’t fit helped us sharpen the prospects we gave them. More collaborations only mean better meeting-to-opportunity conversion.  

‍

The team that gets it done

For John, this was never a handoff and a spreadsheet.  

Adam, from our team who handles customer success, became the engine for the feedback loop: which leads fit, which didn't, and why.

"Adam has been super helpful — hey, this wasn't quite a fit, here's why. And then working on the second campaign, coming up with the right keywords and how we wanted to position ourselves." - John Fraser

Then there's the logistics nobody notices until they break. Trinity Cyber runs multiple teams across multiple territories, so conflicts and reschedules are a given.  

Christine and her team absorbed them in the background — reassigning when something landed in the wrong territory, pivoting quickly, keeping meetings on the calendar.  

‍

We fill your pipeline, not just your calendar

Trinity Cyber set out to turn meetings and leads into real opportunities and pipeline. That's done. The next chapter — converting those opportunities into closed-won — is already underway, and John expects the second half of the year to show it.

Ask him what makes TechnologyMatch different and he doesn't reach for the metrics first. He reaches for the qualifying.

"The quality of leads that we're getting and the qualifying of those leads has just made our lives a lot easier" said John. "They're not the volume-based approach. If you're looking for a solution that can find high-quality leads that are in the buying process, highly qualified mid-funnel to lower funnel, TechnologyMatch is the way to go."

That's the whole difference in a sentence. Volume fills a calendar. Intent fills a pipeline.