How Rev.io Used Rox to Solve Personalization at Scale

The first meeting Rev.io booked with Rox was with a prospect no one had discovered yet.

“The sales rep didn't even know that the email had gone out,” said Ryan Koontz, Senior Vice President of Sales at Rev.io, the revenue management and service operations platform. “And they replied back and said they were interested.”

Today, Rox is generating real pipeline for Rev.io.

"Proud to say that the first opportunity Rox created for us is in forecast right now, and we're excited to get them closed," Ryan said. "It's a prospect that we would not have gotten in front of if we weren't using Rox. So it’s a great use case and immediate ROI on the investment we've made."

Rev.io uses Rox to…

• send hundreds of personalized outbound emails every day

• research prospects to create messaging that resonates.

• run a dedicated agent for every account

• do more without having to scale headcount

• create opportunities and book meetings through autonomous outreach

“We are reaching more prospects with the same size sales team that we've had, and it's been incredible to watch it in action,” Ryan said. “Our team really doesn't touch anything throughout the day, and each rep has around 200 emails going out.”

New Tools for a New Market

When Ryan first joined Rev.io in 2014 as a founding account executive, his GTM tools looked a lot different than they do today.

“Back then, the tech stack was pretty limited,” he said. Prospecting was manual and analog. "Back when I started, we were picking up a physical phone and making cold calls. We had a very basic CRM where you could manually log those calls and write notes, but there really wasn't any true sequencing.”

Over a decade later, their approach has come a long way. "I remind my team all the time that the technology sales professionals have today is tremendously different from what it was just ten years ago," Ryan said. "The whole sales landscape has changed drastically just in the last few years." Rev.io has kept up by being "very diligent about using all the best-in-breed tools for the sales team tech stack."

Being innovative with their tooling was necessary for Rev.io to reach a new ICP. The company recently built a brand-new platform and moved into a market it had rarely sold to before. With a new vertical, their total addressable market jumped from roughly 10,000 companies to more than 50,000.

"We've been told that your traditional cold calling approach might not translate as well with this new vertical, this new buyer," Ryan said. "That's a big reason we decided to partner with Rox: to make sure our messaging was very intentional and very personalized, and that it stood out from the other competitors we have in this space.”

The Personalization Problem

Today, email volume alone doesn’t win meetings. "It's less about a numbers game in 2026 as it is about finding the perfect prospect for the perfect message at the perfect time," said Cam Sharpe, senior sales manager.

That precision matters even more for a company expanding into new markets and adding new products.

“We're very aggressive in how fast we're trying to grow. Whether that's expanding into new markets, adding new products, we've done a lot of acquisitions,” Ryan said. "We get really successful at selling one product and understanding a specific buyer persona. And then we completely shift and go into a new market, and that's required us to really change how we sell because tactics that work with a particular buyer in a different market might not always translate the same way with an adjacent vertical.”

And the buyer on the other end, Ryan explained, is more informed than ever, doing their own research before a rep ever makes contact.

"The single hardest thing is the personalization," Ardit Bërdyna, Rev.io's revenue operations manager, said.

And personalization is the goal. "Ideally, every email, every touchpoint with a potential customer is super personalized," Ryan said. "But we all know with the sales team, there's only so many hours in the day."

With a bigger market, "the natural reaction for a lot of executives is that we need to drastically expand our sales team," Ryan said.

But Ryan decided to leverage AI to make his existing team more productive.

"Improvement is doing more with less," he said. "Being able to increase the amount of pipeline and meetings my team is responsible for without having to drastically change our headcount."

Collaborating with Rox

Ardit was skeptical when his SVP of Sales first introduced him to Rox. "In my mind I was like, oh, here we go, just another tool we have to implement, going to take a long time, long process," he said.

But Rox surprised him. "It hasn't been like that at all. It's been very easy," Ardit said. "Sometimes AI can just be a bunch of workflows stitched together. That has not been the case with Rox, where we've really seen that true tuning to the personalization, where each account has their own agent."

Before Rox, reps spent time researching prospects ahead of outreach, writing the messaging, and tracking down the right person to contact. "There was a lot of guesswork, and a lot of moving data from one place to another in a manual fashion," Cam said.

Rox stood out during the proof of concept, asking Rev.io to provide actual target prospects so the company could “see the platform in action,” Ryan said.

"From the first five minutes, it was doing exactly what I was hoping it would do in an automated fashion," Cam said.

Automating the admin work gives reps more time to sell.

“Salesforce posted a study that said 70% of a typical seller's time is spent on non selling activities,” Ryan said. “And I think with the tools available to us like Rox, it's going to drastically flip that. So it's more time spent actually selling less time updating fields in Salesforce manually updating notes, doing the research.”

That’s why Ryan encourages other leaders to try different tools and fast. "Some advice that I would have for other sales leaders would be to not hesitate to adopt new tools to make your team more efficient," he said. "Your competitors are doing it and being quick to execute on those decisions and to try new tools out is the goal that every sales leaders should have.”