Scaling a SaaS Pipeline for RiskPal

How Ethical Sales helped RiskPal scale pipeline growth with outbound sales.

Client: RiskPal | Industry: Risk Assessment and Safety Management, SaaS (Media, Education, NGO)

Services Provided: Scale – Outsourced Business Development

Key Highlights: 

  • 78 qualified sales meetings delivered across target sectors with a pipeline value of £400K ARR.
  • Creation of an enriched Hubspot CRM with over 1,100 accounts and 2,700 contacts in RiskPal’s target markets (NGO, HE and Media).
  • Building a sustainable sales process enabling scalable future reactivation. 

The Challenge

RiskPal is a digital risk assessment and safety management SaaS platform serving high-risk sectors such as media, Higher Education, and NGOs. Although their product had strong early traction, the team faced challenges scaling outbound business development due to:

  • Limited market awareness and brand visibility
  • Difficulty reaching decision-makers in enterprise prospects
  • Long and complex sales cycles, especially in the Higher Education sector

RiskPal needed expert support to reinvigorate its outbound strategy, enhance lead generation in new verticals, and implement a structured, repeatable process for sustained sales growth.

The Solution

Ethical Sales partnered with RiskPal to provide:

  • A dedicated business development team to generate qualified leads across priority sectors.
  • Targeted outbound campaigns via multi-channel engagement (email, phone, LinkedIn) in alignment with planned marketing activities.
  • Strategic input focused on building a scalable and data-driven outbound process, complemented by feedback loops for continuous improvement.

Implementation

Our approach included:

  • Integrating with RiskPal’s internal leadership and marketing teams to align strategy, messaging, and sector targeting.
  • Management of end-to-end prospecting activities, adapting to support events, webinars, and sector-specific initiatives.
  • Designed and executed tailored outreach campaigns for key sectors: media production, universities, film schools, and NGOs.

The Results

Ethical Sales delivered a measurable impact: 

  • Qualified sales meetings: the team arranged 78 qualified sales meetings with target organisations. 
  • Revenue growth potential: added nearly £400,000 ARR to the opportunity pipeline.
  • Target market expansion: opened new markets, including wildlife charities, film schools, and universities, through strategic outreach and messaging
  • Improved market visibility: strengthened RiskPal’s presence across sectors by increasing awareness, engagement, and sector-specific appeal through refined offers and case-led messaging. 

Looking Ahead

RiskPal now possesses a robust and enriched sales engine and improved pipeline management process that has enabled future growth.

Ethical Sales is committed to supporting RiskPal’s next chapter, whether through ongoing business development, sales training, or executive coaching support.

Does your technology scale-up need to build a business development function and grow a long-term pipeline? Book a consultation call with us to get started.

Our collaboration with Ethical Sales has brought structure, scale and momentum to our outbound efforts. Their multi-channel approach, CRM support and persistent commitment to delivery have positioned us strongly for continued growth.
Tom Bacon, COO, RiskPal