Fifty · Marketing technology
How Fifty sourced a quarter of closed-won from the model
A year in, the accounts the model surfaced account for more than a quarter of closed revenue.
27%
Of closed-won sourced by Haku
14
Model versions in a year
340
Accounts re-ranked on reply data
2
Personas reordered
At a glance
Sector
Marketing technology
Region
UK & US
On Haku since
2025
Before
The ICP was a slide from the previous planning cycle. It described the customers the team had set out to win, not the ones they had actually won.
What changed
The propensity model rebuilt itself against real outcomes and kept rebuilding as reps sold. Two personas were reordered and one long-standing signal was retired for underperformance.
The result
27% of closed-won now comes from accounts the model surfaced, several of which the old profile would have excluded on headcount alone.