For an agency, onboarding a new client should be about learning the business, understanding the motion and deciding what to build. At The Deal Lab, too much of that onboarding window was getting swallowed by recreating the infrastructure underneath the work.

Each new client meant rebuilding enrichment and workflows by hand in Clay before the team could get to the parts of the engagement that were actually specific to that account.

As Founder Kellen Casebeer puts it:

“Honestly, a grind. Every new client meant rebuilding the same enrichment and the same workflows from scratch. Most of the week went to standing up plays by hand in Clay, so the number of clients we could take on was capped by how much we could manually build.”

The team knew how to deliver great work. The constraint was how much of its capacity went into manual setup before that work could begin.

From compostable builds to reusable workflows

With Freckle, the infrastructure behind that work became reusable. The Deal Lab can build a workflow once, save it and run it again across clients rather than recreating the same enrichment logic every time a new engagement starts.

The strategy stays specific to the client. The plumbing underneath it doesn’t have to be.

“The first time we reused a full play across a few accounts in an afternoon, it clicked.”

That gives the team back hours that used to disappear into setup. Those hours can go toward client strategy, growing existing accounts and bringing in new business, while the same team supports a larger client roster.

For Kellen, that’s been the biggest change.

“My team stopped rebuilding everything and now can focus on client strategy. Now we deliver instead of rebuild. That’s the whole game.”

Partnering with Freckle

We’ve known Kellen for years, and many of you probably do too through GTM Cafe, the free Slack community he built for operators. We’ve co-hosted ecosystem events together, swapped notes on where GTM is heading and spent plenty of time around the same community of peopacple building this new way.

So when we started putting the Freckle CLI beta into the hands of operators, Kellen was one of the first people we wanted testing it against real client work. He put it through its paces before launch and continued building with us once 2.0 went live. Today, The Deal Lab is one of our first Preferred Partners.

That relationship is a good example of what we want Preferred to mean. The agencies closest to Freckle aren’t just sending clients our way. They’re building with the product, giving us feedback from the field and helping shape where we go next.

Build on Freckle, together.

Interested in joining the global community of agencies and data partners building GTM from the terminal?

We built the Freckle Partner Program for agencies and data partners already doing this work with clients. It creates a closer loop between our team and the people building on Freckle every day, with community, resources, events and opportunities to collaborate.

For agencies, the place to start is our Affiliate program. It’s free to join and includes revenue share on the clients you bring to Freckle.

Explore the Freckle Partner Programs →

Apply to become an Affiliate Partner →

About The Deal Lab

The Deal Lab is a B2B GTM engineering agency founded by Kellen Casebeer. The team builds custom GTM systems around TAM segmentation, data enrichment, messaging and experimentation, helping companies find message-market fit and develop more repeatable revenue motions.

Learn more about The Deal Lab →