Introduction

Full Scale helps US companies build software teams with dedicated senior engineers from the Philippines, who work inside their clients’ own repositories, sprints and channels while Full Scale handles recruiting, payroll and HR. Founded in 2018 by serial founder Matt Watson, it now has more than 350 active engineers, has served over 200 US companies, and has made the Inc. 5000 five times.

The Challenge

Full Scale knew who it sold to in general. It didn’t have a way to find those companies one by one.

Ideal customers, but not at scale → identifying best-fit companies across two whole countries was a problem the team couldn’t solve on its own.
Ads aimed at categories, not companies → LinkedIn campaigns reached broad groups, so part of the budget went to accounts that would never buy.
Two markets to cover → the US and Australia both needed the same depth, not a sample of each.

What We Built

This wasn’t a campaign. It was a data project: we built Full Scale a scored map of its entire market.

1. Started with the podcast. The first request was to score potential guests for Matt’s podcast, so every conversation would be with someone close to Full Scale’s ideal customer.

2. Sourced the whole market. We then sourced Full Scale’s total addressable market across the US and Australia: around 85,000 accounts, not just a list of known names.

3. Scored every account from 1 to 10. Each company got a fit score, so the team could see at a glance which accounts deserve attention first.

4. Put the list to work. The scored accounts fed Full Scale’s LinkedIn ads and outbound, so spend and effort went to the companies most likely to buy.

“

The Growth DNA solved a problem we couldn’t figure out ourselves - identifying our ideal customers at scale. … we now have a highly targeted list of best-fit companies, which made our outbound and advertising significantly more efficient.

Matt Watson

Founder & CEO, Full Scale

The Outcome

Full Scale now works from a scored list of its whole market instead of broad audiences.

• 5,000 hours and $125K+ saved → in a single month, from about 3.5 minutes of manual research saved on each of 85,000 accounts.

• Every account scored 1 to 10 → across the US and Australia, so ads, outbound and podcast invitations start with the best fits.

• More efficient outbound and advertising → in Matt’s words, a highly targeted list of best-fit companies.

Why It Worked

1. The whole market, not a sample. Sourcing every company first meant the score covered the entire market, with nothing missed.

2. One number per account. A simple 1-10 score turned a huge list into clear priorities for ads, outbound and the podcast.

3. Built to be used. The list went straight into the channels Full Scale already ran.

Ready To Own Your Pipeline?

If you know your ideal customer in theory but can’t find them company by company, this is the exact gap we close. We source your whole market, score every account, and put the best fits straight into your ads and outbound.

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