How Axon 911 booked 11 meetings in the first 2.5 weeks on Rox

Axon 911 builds AI-powered 911 communications software. Their full-cycle AEs manage 100+ account territories in public safety. Buyers are hard to reach and decision cycles are long.

Axon recently acquired Prepared and renamed the solution as Axon 911, which also means the team is running an active cross-sell motion into Axon's existing customer base, which raised the stakes on having a systematic, scalable approach to outreach.

How Rox is Generating Pipeline For Axon 911

Step 1: Scaled Signal Detection

Axon 911 is using Rox to surface signals from legislation changes, local news, community publications, and even Facebook posts, so reps can quickly identify ICP accounts. 

"Out of 100 accounts, we'll only really make our money off about 20. Determining which 20 to focus on is a tremendous hurdle, and with Rox we're able to get that information quite readily." — Eric Amitoelau, Sales Director

These signals Rox tracks quickly uncover ICP accounts for Axon 911’s: understaffed agencies with high non-emergency call volume.

Before Rox, this process took hours of manual research. Now, it’s fully automated. 

"I referenced a Facebook post in my outreach. I couldn't believe I had that information. It cut through the noise. They wanted to reach back out because they saw I had done my research and actually cared about their needs." — Joseph Broderick, Account Executive

Step 2: Automated, Personalized Outreach

Rox drafts personalized outbound sequences based on those signals and sends them automatically. The result is a much faster research → meeting booked cycle and a measurable increase in pipeline.

Once meetings are booked, Rox syncs with Outlook to proactively deliver meeting prep to reps ahead of every call.

Supercharging Axon 911’s Event Strategy

Axon 911 also hosts lunch-and-learns with 9-10 agencies in the room. Before Rox, they'd book 1-2 follow-ups before people ran out the door. 

Now, Rox preps reps with account histories for every attendee before the event. After, they load the registration list and Rox runs follow-up sequences automatically.

 Meetings that would have been lost are now getting booked.

"We took the registration list, uploaded it into Rox, created a sequence, and booked additional meetings we wouldn't have otherwise gotten. Those leads just used to get left by the wayside." — Eric Amitoelau, Sales Director

The Results

Even in the first days of the pilot, Reps were booking meetings within days. 

3 top reps booked 11 meetings in 2.5 weeks.

It went so well, the team asked to skip the rest of the pilot and roll out Rox to the rest of the team right away. 

The lasting impact: quality went up alongside volume - buyers noticed reps had done their homework, and responded with more openness.

"One thing my team can do now that they couldn't do six months ago is balance everything on their plate. They're able to research and get into accounts in an effective, efficient manner." — Danny Cho, VP of Sales