When your tool costs 10x more and delivers less coverage
Florence Broderick is VP of Marketing at CARTO, a location intelligence platform that helps organizations use spatial data to predict business outcomes. With 101-250 employees based in New York, CARTO serves hundreds of thousands of businesses analyzing location data to answer questions like “where should I open my next 20 retail locations?” or “where should I invest in billboard space?”
Florence manages lead generation, opportunity creation, and conversion optimization. She oversees 8 SDRs who split responsibilities: 70% inbound lead qualification, 30% outbound prospecting.
Before Lusha, the team used a competing prospecting solution. Two major problems:
Cost: 10x more expensive than Lusha
Coverage: Little to no UK or EU contact data
That second problem was critical. CARTO targets enterprise accounts across regions. When your prospecting tool doesn’t provide European data, 30% of your SDR capacity—the outbound motion—breaks for entire markets.
Florence got a strong recommendation from a colleague who’d done exhaustive benchmarking. She added Lusha to complement the incumbent solution, filling the EU/UK data gap.
The results changed quickly.
Outbound leads: 3x increase
Time saved: 87 hours monthly across 8 SDRs
Cost: 10x reduction compared to incumbent alone
We’ve tripled the number of outbound meetings generated, which is extremely impressive.
Not just better results. 3x better results at 10% of the previous cost.
Asked to describe Lusha in one word, Florence chose: “Simple.”
Because that’s what infrastructure should be. Simple enough to work immediately. Powerful enough to triple outbound leads.
The European data gap
CARTO’s previous prospecting solution had one fundamental flaw: virtually no UK or EU contact data.
For a company targeting global enterprises, that gap cripples outbound prospecting. You can find accounts. You can identify target contacts. But if the platform doesn’t provide verified phone numbers and emails for European prospects, your SDRs can’t reach them.
Their incumbent solution offered little to no contact data for UK and EU residents, proving a challenge for their outbound lead generation efforts.
That limitation matters more when you understand CARTO’s sales motion. SDRs handle both inbound qualification (70%) and outbound prospecting (30%). The outbound 30% requires them to generate their own leads, build their own lists, conduct their own outreach.
When your data provider doesn’t cover major markets, that 30% of SDR capacity becomes waste.
Florence needed a solution that delivered UK and EU coverage. Her colleague recommended Lusha after doing comprehensive benchmarking.
I received extremely positive feedback about Lusha from a colleague who had done an exhaustive benchmarking process.
That’s how many teams discover better tools—not through vendor marketing, but through peers who’ve already tested alternatives and found what works.
10x cost reduction for better coverage
The previous solution didn’t just lack European data. It cost 10x what Lusha charges.
10x more expensive with worse regional coverage. That’s not a marginal pricing difference—it’s infrastructure inefficiency that compounds across every dollar spent.
Florence didn’t completely replace the incumbent. She added Lusha to fill the European data gap, running both platforms in tandem where it made sense.
We use Lusha, in tandem with our incumbent prospecting solution to achieve our desired results.
But the value comparison was clear: Better regional coverage at 10% of the cost.
For Florence—responsible for lead generation ROI and managing budget across marketing operations—that efficiency matters significantly. Prospecting tools are foundational spend. When you can achieve better results at dramatically lower cost, those savings compound across the team.
87 hours gained monthly
Florence tracks time savings carefully. For the 8-SDR team, Lusha’s integrations created immediate efficiency gains.
30 minutes saved daily per SDR
87 hours saved monthly across the team
Florence is thrilled with the time that SDRs save on manual prospecting, estimating that each SDR saves 30 minutes a day, just from Lusha’s Salesforce CRM integration and the Outreach integration – for a total of 87 hours saved a month.
87 hours monthly across 8 SDRs. That’s over 10 hours per SDR regained for actual prospecting instead of data wrangling.
Where does that time come from?
Salesforce integration: Enriched data flows directly to CRM without manual entry
Outreach integration: Contacts push to sequences with one click
Bulk enrichment: Build lists in Sales Navigator, enrich all at once
No platform switching: Work stays in existing workflow
Anything that minimizes the time flipping between windows and manual updating, is a win. If something is just a click of a button, like pushing enriched leads to Outreach or Salesforce, that’s a worthwhile investment.
That’s the RevOps perspective. Minimize friction. Maximize time spent on work that generates pipeline. 87 hours monthly means 87 hours of additional prospecting capacity.
The ABM challenge
CARTO is shifting to an account-based marketing model. 400 target accounts across three verticals.
ABM requires deep account research. Identifying multiple stakeholders per account. Building customized outreach. Following up consistently across long sales cycles.
We’re in the process of changing our outbound lead generation strategy, and are switching to an ABM model. We’ve got 400 target accounts in three specific verticals, but have had limited success – mostly because SDRs don’t have the time to dedicate to ABM prospecting.
That time constraint is exactly what Florence aims to solve. SDRs already spend 70% of capacity on inbound qualification. The remaining 30% needs to support ABM—which requires more time per account than traditional outbound.
Freeing up time through automation becomes business-critical.
Lusha’s bulk enrichment and integration with Sales Navigator enables exactly that workflow:
Build account lists in Sales Navigator based on ICP criteria
Bulk enrich all contacts with verified data
Push to Outreach for sequenced, automated follow-up
Track in Salesforce without manual data entry
You can also move away from more individual prospecting and build lists, export contacts into a sales sequence and reach that prospect with automated marketing.
That shift from individual prospecting to scaled ABM outreach requires infrastructure that doesn’t add friction. 87 hours monthly of saved time makes ABM viable.
3x more outbound leads
The efficiency gains and European data coverage translated directly into pipeline results.
We’ve tripled the number of outbound meetings generated, which is extremely impressive.
3x more outbound leads. Not 30% improvement. 200% increase.
That growth came from:
European market access that previous solution didn’t provide
87 hours monthly reinvested in prospecting instead of data work
Workflow efficiency that eliminated platform switching
ABM capability enabled by bulk enrichment and automation
For Florence—measured on pipeline generated and quarterly targets—showing tangible ROI is essential, not optional.
As employees are measured on pipeline generated, and meeting monetary targets per quarter, showing tangible ROI becomes not just a ‘nice-to-have’ but an essential.
3x outbound leads at 10% of previous cost delivers exactly that ROI. Clear, measurable, repeatable results.
Recommending to fellow VPs
The strongest product endorsements come from peers recommending tools to other leaders facing similar challenges.
Florence has recommended Lusha to fellow Marketing VPs—especially those managing SDR teams.
The biggest compliment of all, is that Florence has recommended Lusha to her fellow Marketing VPs, especially those that manage SDRs.
That recommendation matters more than vendor marketing. When a VP of Marketing tells another VP: “this solved my European data problem, tripled our outbound leads, and cost 10% of what we were paying”—that’s infrastructure validation.
Florence also praised Lusha’s support as prompt and effective. For teams running daily operations on the platform, responsive support prevents small issues from becoming pipeline blockers.
When simple means infrastructure
Asked to describe Lusha in one word, Florence chose: “Simple.”
Simple might sound like faint praise. But for revenue infrastructure, simple is exactly what you want.
Simple doesn’t mean limited. It means:
Integrations that work without configuration headaches
Enrichment that happens in one click
Data that flows to existing tools without manual work
Pricing that makes economic sense
Support that responds when needed
The results prove the simplicity works:
3x outbound leads generated
87 hours saved monthly across 8 SDRs
10x cost reduction versus incumbent
European market coverage that previous solution lacked
ABM strategy enabled through workflow efficiency
Recommended widely to peer Marketing VPs
We want to scale our outbound outreach efforts, and our results using Lusha speak for themselves.
When your previous solution costs 10x more and doesn’t deliver critical regional data, the replacement decision is obvious. When the replacement triples outbound leads while saving 87 hours monthly, the validation is complete.
Florence’s colleague did exhaustive benchmarking before recommending Lusha. That due diligence proved correct. Now Florence recommends it to other VPs managing similar teams.
That’s how infrastructure spreads: through leaders who’ve measured the results and want peers to benefit from the same efficiency.
Simple infrastructure that delivers 3x growth isn’t just simple. It’s essential.
Website: https://carto.com/
Industry: Location Based Services
Size: 101-250 employees
Founded: 2012
Location: New York, USA
