Source Forward × UMS

Go-To-Market
Strategy

70-day NYC Chief Savings Officer sprint — 5 channels, hard metrics, kill switches.

BUDGET
$10K/mo
CHANNELS
5
FRAMEWORK
70-Day Sprint
FEBRUARY 2026
01 — The Opportunity

Why UMS

25 years of IT cost optimization. Performance-based pricing. One deal pays for everything.

70 Days
NYC Savings Window
Chief Savings Officers are operating under a short mandate window now.
$50M+
Public NYC Proof
Bloomberg-era savings plus recent OTI and NYCHA wins establish credibility.
30/70
Shared Savings Model
No upfront fee: UMS earns 30% only after verified savings, client keeps 70%.
PRODUCT LINES
SAM
Microsoft, Oracle, SAP license optimization
Hello Teams
$6/user VoIP vs RingCentral's $45
ServiceNow
SACK methodology for failed implementations
AWS/VMware
Cloud & infra cost reduction
M365 Audits
Free audit, 2-week turnaround
02 — Budget Allocation

$10K/mo

$6,000 committed across 5 channels. $4,000 buffer reserved for winner-scaling and kill-switch replacement.

CH.01
Website
$2,500
High Priority
CH.02
LinkedIn
$1,500
High Priority
CH.03
M365
$500
Medium
CH.04
Content
$1,000
Medium
CH.05
Paid Ads
$500
Test
THE MATH
One deal pays for 15 months
  • UMS audits a company → finds $2M in waste
  • UMS bills $600K (30% of savings)
  • Source Forward gets $150K (25% of $600K)
  • Annual GTM spend: $120K. Three deals = $100K+ profit.
BUFFER STRATEGY
$4,000 unallocated
  • Week 1-2: Deploy only committed $6k base plan
  • Week 3+: Allocate buffer only to channels hitting KPI gates
  • Kill-switch: pause channels below threshold within 30-60 days
  • Reallocate freed budget + buffer to proven winners
CH.01 — Website Rebuild

$2,500 / 2–3 weeks

Complete UMS web presence rebuild. Conversion-focused. Agent-built.

DELIVERABLES
  • Full website redesign focused on conversion
  • Service-specific landing pages (SAM, Hello Teams, ServiceNow, M365)
  • Case study pages with ROI calculators
  • SEO foundation for IT cost optimization terms
  • Contact & audit request forms → CRM
BUDGET SPLIT
Design & dev$2,000 Copywriting review$400 Hosting & domain$100
SANDBOX AUTOMATION
  • Landing page generation (agent-built)
  • Copy drafting from UMS materials
  • SEO keyword research & meta tags
  • Only human pass: final copy review
High Automation
SUCCESS METRIC
Inbound leads from website within 60 days
KILL SWITCH: Zero inbound leads after 60 days → stop investing
CH.02 — LinkedIn Outbound

$1,500 / Two ICP Tracks

Parallel outreach to agencies + gov-tech vendors + commercial ICPs. Week 1 launch.

ICP Track 1
Direct Clients
  • CFOs & COOs at 5,000+ employee companies
  • Post-M&A, new CIO, or post-layoff triggers
  • Lead with free M365 audit + agency efficiency framing
  • "NYCHA + OTI outcomes, Bloomberg-era proof" positioning
ICP Track 2
Gov-Tech Vendor Partners
  • Government IT vendors — package UMS savings with their delivery
  • MSPs / consultancies — co-sell into agencies with proof-backed ROI
  • ServiceNow ecosystem — rescue + optimization referrals
  • Mid-market integrators — partner-led access to city/state accounts
BUDGET SPLIT
Sales Navigator$100 Sequencing tool$150 ICP 1 enrichment$500 ICP 2 enrichment$500 Sequence content$250
TARGETS
Reply rate: >2%
Qualified meetings: 5+/mo
KILL: <2% reply after 500 touches → pivot messaging or cut
CH.03 — M365 Renewal Targeting

$500 / Signal-Based Automation

UMS's quickest win. Free audit, 2-week turnaround. Target companies 90–120 days before renewal.

THE PLAY
  • Most companies overpay 20–40% on M365 licenses
  • Free audit = zero-friction entry point
  • 2-week turnaround → fast trust building
  • Audit upsells into full SAM engagement ($100K+ deals)
  • Timing is everything: 90–120 days pre-renewal is the sweet spot
Signal monitoring$200 Data enrichment$200 Outreach infra$100
AGENT AUTOMATION
  • Monitor public signals for renewal timing
  • Auto-enrich company data (size, tech stack)
  • Score & rank leads by conversion likelihood
  • Draft personalized audit offer emails
  • Alert team on high-value targets
Target: 3+ audit conversations/mo
KILL: Zero qualified opportunities in 90 days → cut
CH.04 + CH.05 — Coordinated Messaging & Amplification

$1,500 / Website + LinkedIn + Outbound Sync

CH.04
Content Production — $1,000
Priority case studies: NYCHA + OTI$400 Service one-pagers$300 Bloomberg supporting proof assets$300
  • Agent-drafted, expert-reviewed
  • Real client outcomes with $ figures
  • Coordinates website pages, LinkedIn posts, and outbound copy
KILL: No engagement/shares → reduce to 1 piece/mo
NEEDS FROM UMS
  • 2 hrs/week expert time (John & Doc)
  • Client naming approval for case studies
CH.05
Paid Amplification — $500
  • LinkedIn sponsored posts only
  • Targeting both ICPs (direct + partners)
  • Promote case studies & audit offers
  • Iterate creative weekly
KILL: 30 days no meaningful clicks → dead
WHY LINKEDIN OVER META/GOOGLE
  • Our ICP lives on LinkedIn (CFOs, CIOs, PE partners)
  • Job title targeting is precise
  • B2B content gets organic amplification
  • Direct pipeline from content → connection → meeting
03 — Read, Reallocate, and Expand

Month 1 → Month 2

Month 1 gives us the data. Month 2 we double down on winners and kill losers.

SIGNALS WE'RE WATCHING
LinkedIn Direct
Reply rate, meeting acceptance, ICP accuracy
Gov-Tech Partner Channel
Vendor introductions, co-sell velocity, partner-sourced meetings
M365 Targeting
Signal quality, timing accuracy, audit conversion
Case Study Performance
NYCHA + OTI open rates, reply lift, and meeting conversion
SigParser Historical Sweep
Recovered legacy contacts, warm revivals, and reactivation pipeline
REALLOCATION FRAMEWORK
If LinkedIn Direct works
→ Increase enrichment budget, expand sequences
If Gov-Tech partners outperform
→ Shift budget to co-sell motions and partner collateral
If M365 converts
→ Scale signal monitoring, increase outreach volume
If content drives inbound
→ Double content budget, add SEO investment
If something doesn't work
→ Kill it. Reallocate to winners. No sunk cost thinking.
04 — Getting Started

What We Need

FROM UMS
  • SharePoint access (Jason — overdue)
  • Partnership agreement signed
  • 2 hrs/week expert time (John & Doc)
  • Client naming approval: NYCHA + OTI first, Bloomberg as supporting proof
  • Existing marketing materials & collateral
FROM SOURCE FORWARD
  • $10K/mo budget committed
  • Sandbox agents for automation
  • GTM strategy & execution plan
  • Weekly Thursday 4pm check-ins
TIMELINE — MONTH 1
Week 1
Website V1 sprint starts · NYC CSO outreach prep · LinkedIn + outbound sequence launch
Week 2
Publish NYCHA + OTI case studies · Bloomberg proof asset · Paid amplification live
Week 3
Run SigParser historical sweep · revive dormant relationships · iterate messaging
Week 4
Month 1 review · trigger kill switches · reallocate buffer to top channels
Goal: Convert NYC 70-day window into meetings + pilot savings plans immediately