How we mapped Adversus's entire market and handed its sales team 15,000+ phone numbers to dial

Introduction

Adversus builds outbound sales software for teams that live on the phone: a cloud dialler with email, appointment scheduling, lead management and workflow automation in one platform, used by more than 1,000 teams and handling over 20 million calls a month. The company is based in Aarhus, Denmark, and sells into Scandinavia and Benelux first, with DACH and the UK next. Its own sales team runs the way its customers do, by dialling. In March 2026 co-founder Mads Jepsen asked us to look at the go-to-market setup behind that team, and the first problem was simple: the BDRs were spending their days finding people to call instead of calling them.

The Challenge

A dialler company’s sales team should be dialling. Adversus’s BDRs were researching.

The buyer is defined by headcount, not industry → Adversus sells a minimum of three seats, so the only companies worth calling are those with at least three people doing cold calls. No database has that field.
Manual prospecting ate the day → reps built their own lists, hunted for direct numbers and still reached switchboards. More than 600 target companies had never got past the gatekeeper.
Duplicates and dead data → Adversus already had tens of thousands of companies in its own database, so any new list had to exclude what the reps were working and arrive clean enough to upload straight into the dialler.
One contact per company, the right one → the team wanted heads of sales, VPs and C-level, capped at three per company, and ranked so a rep knows who to call first.

What We Built

We mapped the whole market once, qualified every company on the one thing that matters to Adversus, and delivered the result in the shape the dialler needed.

1. Qualification by calling team, not firmographics. We pulled roughly 295,000 companies in Scandinavia and Benelux that matched the high-level profile, then went down to person level at each one: find every sales person, count the cold-call-heavy roles (SDR, BDR, account executive), and keep the companies with three or more. Near misses, such as a thirty-person sales team with nobody on the phones, were checked by hand.

2. The decision makers behind each team. For every qualified company we identified up to four buyers and tiered them: VP Sales and VP Business Development first, then CEO, founder or managing director, then head of sales and sales director, with sales manager as the fallback. An ICP rank inside each company tells the rep who to dial first.

3. Direct numbers, validated emails, clean names. Every contact went through a waterfall of phone providers for a direct or mobile number, email finding and validation, company-name cleaning so “ApS” and “A/S” do not end up in a greeting, and a cap of three numbers per company. Adversus paid only for records with a phone number.

4. Signals a caller can use. Each record carried whether the company sells B2B or B2C, its vertical, and whether it was hiring sales people right now, so a rep opens the call knowing the team is growing.

5. The gatekeeper list. Adversus handed us the 600-plus companies its reps had never got through to. We came back with 977 named contacts, all with LinkedIn profiles, 819 validated emails and 788 mobile numbers, one person per company, so the next call bypassed the switchboard.

The Outcome

Two weeks after the proposal, Adversus’s BDRs had a market’s worth of people to call.

• 15,000+ phone numbers → about 14,900 decision makers with direct numbers in the first delivery against a target of 14,000, plus 788 mobile numbers for the gatekeeper list.

• Positive feedback from the floor → Adversus reviewed the first list with its sales team and reported the feedback as very positive, then asked for a recurring delivery so new companies that match the criteria keep flowing in.

• 600+ blocked accounts reopened → one named decision maker with direct contact details for each company the reps had never got past the switchboard.

• An ongoing partnership on the revenue engine → the work has continued into lead routing, lead scoring and inbound attribution with Adversus’s RevOps team.

Why It Worked

1. We qualified on the thing Adversus actually sells to. Industry and company size say nothing about whether a team cold calls. Counting the callers does.

2. The data arrived in the dialler’s shape. Tiered, ranked, deduplicated against Adversus’s own records and capped per company, so reps uploaded and started calling instead of cleaning.

3. Pay for what you can dial. Contacts without a phone number came free, which kept the incentive on finding numbers a BDR can use.

Ready To Own Your Pipeline?

If your sales team spends more time finding people than talking to them, this is where we start. We map the whole market, qualify every company on the signal that matters to you, and deliver contacts your reps can dial the same day.

Book an outbound strategy call and we’ll map what an owned outbound channel would look like for you.