Source Forward × UMS

Go-To-Market
Strategy

NYC Chief Savings Officer sprint — 83 agencies, 70-day mandate, 5 channels, hard metrics, kill switches.

BUDGET
$10K/mo
CHANNELS
5
AGENCIES
83
FRAMEWORK
70-Day Sprint
FEBRUARY 2026
01 — The Opportunity

Why UMS

25+ years of IT cost optimization. Performance-based pricing. One deal pays for everything.

70 Days
NYC Savings Mandate
Mayor Mondami's executive order: 83 agencies, each with a new Chief Savings Officer, must identify savings to address a $5B budget gap.
$800M+
Public NYC Proof
15 years of verified City of New York savings. Bloomberg-era wins ($50M single contract), NYCHA ($1M+ in 30 days), OTI ($30M Microsoft optimization).
30/70
Shared Savings Model
No upfront fee. UMS earns 30% only after verified savings, client keeps 70%. Zero risk — the sales pitch sells itself.
PRODUCT LINES
SAM / ITAM
Microsoft, Oracle, SAP license optimization
Hello Teams
$6/user VoIP vs RingCentral's $45 — 85% savings
ServiceNow Rescue
SACK methodology for failed implementations
Cloud / FinOps
Azure, AWS, VMware — 15-40% cost reduction
M365 Audits
Free audit, 2-week turnaround, 20-40% savings
Audit Defense
Publisher audit claims of $170M+ knocked to $100K
02 — Budget Allocation

$10K/mo

$6,000 committed across 5 channels. $4,000 buffer reserved for winner-scaling and kill-switch replacement.

CH.01
Website
$2,500
High Priority
CH.02
LinkedIn
$1,500
High Priority
CH.03
M365
$500
Medium
CH.04
Content
$1,000
Medium
CH.05
Paid Ads
$500
Test
THE MATH
One deal pays for 15 months
  • UMS audits a company → finds $2M in waste
  • UMS bills $600K (30% of savings)
  • Source Forward gets $150K (25% of $600K)
  • Annual GTM spend: $120K. Three deals = $100K+ profit.
BUFFER STRATEGY
$4,000 unallocated
  • Week 1-2: Deploy only committed $6K base plan
  • Week 3+: Allocate buffer only to channels hitting KPI gates
  • Kill-switch: pause channels below threshold within 30-60 days
  • Reallocate freed budget + buffer to proven winners
CH.01 — Website Rebuild

$2,500 / Phase 1 launch once budget approved

Complete UMS web presence rebuild. Conversion-focused. Agent-built. Timed to agency refresh outreach.

DELIVERABLES
  • Full website redesign focused on conversion — not beauty
  • Service-specific landing pages (SAM, Hello Teams, ServiceNow, M365, Cloud/FinOps, Audit Defense)
  • ICP-targeted pages: every persona × every service = hundreds of SEO pages
  • Case study pages with real $ figures and ROI calculators
  • Contact & audit request forms → CRM pipeline
BUDGET SPLIT
Design & dev$2,000 Copywriting review$400 Hosting & domain$100
AUTOMATION
  • Landing page generation (agent-built, human-reviewed)
  • Copy drafting from UMS materials & transcripts
  • SEO keyword research & high-purchase-intent targeting
  • One page per search term — cast wide net of targeted pages
High Automation
SUCCESS METRIC
Inbound leads from website within 60 days
Hard deadline: V1 live before March 8 agency refresh email
KILL SWITCH: Zero inbound leads after 60 days → stop investing
CH.02 — LinkedIn Outbound

$1,500 / Three ICP Tracks

Parallel outreach to agencies, gov-tech vendors, and commercial enterprises. John & David's profiles activated. Week 1 launch.

ICP Track 1
NYC Government
  • 83 Chief Savings Officers across city agencies
  • Lead with: "No cost, no risk. You keep 70%."
  • Proof: NYCHA, OTI, Bloomberg-era outcomes
  • Annette Hines (ex-Deputy Commissioner OTI) sourcing CSO list
  • Coordinated with March 8 agency refresh email
ICP Track 2
Direct Enterprise
  • CFOs & CIOs at 5,000+ employee companies
  • Triggers: post-M&A, new CIO, post-layoff, audit letter received, contract renewal 90-120 days out
  • Lead with free M365 audit (2-week turnaround)
  • Verticals: healthcare, oil & gas, manufacturing, PE portfolios
ICP Track 3
Partners
  • IT vendors — package UMS savings with their delivery ("your solution for free")
  • MSPs & consultancies — co-sell into agencies with proof-backed ROI
  • ServiceNow ecosystem — rescue + optimization referrals
  • Mid-market integrators — partner-led access to state & municipal accounts
BUDGET SPLIT
Sales Navigator$100 Sequencing tool$150 ICP enrichment (all tracks)$1,000 Sequence content$250
LINKEDIN PROFILES
  • John & David's profiles — highest conversion (gray hair + credibility)
  • Coordinated posting from website content (7-touch rule)
  • Real project stories, not AI-generated thought leadership slop
TARGETS
Reply rate: >2%
Qualified meetings: 5+/mo
NYC CSO conversations: 10+ in first 30 days
KILL: <2% reply after 500 touches → pivot messaging or cut
CH.03 — M365 Renewal Targeting

$500 / Signal-Based Automation

UMS's quickest win. Free audit, 2-week turnaround. Target companies 90–120 days before renewal. Upsells into full SAM engagements.

THE PLAY
  • Most companies overpay 20–40% on M365 licenses
  • Free audit = zero-friction entry point
  • 2-week turnaround → fast trust building
  • Audit upsells into full SAM + FinOps engagement ($100K+ deals)
  • Timing is everything: 90–120 days pre-renewal is the sweet spot
  • Also watch for: publisher audit letters (BSA) — highest-urgency trigger
Signal monitoring$200 Data enrichment$200 Outreach infra$100
AGENT AUTOMATION
  • Monitor public signals for renewal timing
  • Auto-enrich company data (size, tech stack, EA dates)
  • Score & rank leads by conversion likelihood
  • Draft personalized audit offer emails
  • Alert team on high-value targets
Target: 3+ audit conversations/mo
KILL: Zero qualified opportunities in 90 days → cut
CH.04 + CH.05 — Content & Amplification

$1,500 / Website + LinkedIn + Outbound Sync

CH.04
Content & Sales Assets — $1,000
Priority case study: NYCHA (brand new)$200 Priority case study: OTI ($30M savings)$200 Bloomberg supporting proof asset$200 Service one-pagers (all 6 product lines)$200 Webinar setup (Doc-led ServiceNow rescue)$200
  • Agent-drafted, expert-reviewed — no AI slop
  • Real client outcomes with real $ figures
  • Coordinates website pages, LinkedIn posts, and outbound copy
  • Webinar = one-to-many sales call. Low effort, high trust.
KILL: No engagement/shares → reduce to 1 piece/mo
NEEDS FROM UMS
  • 2 hrs/week expert time (John & Doc)
  • Client naming approval: NYCHA + OTI first, Bloomberg as supporting
  • Doc availability for webinar pilot
CH.05
Paid Amplification — $500
  • LinkedIn sponsored posts only
  • Targeting all 3 ICPs (government, enterprise, partners)
  • Promote case studies & audit offers
  • Iterate creative weekly
KILL: 30 days no meaningful clicks → dead
WHY LINKEDIN OVER META/GOOGLE
  • Our ICP lives on LinkedIn (CFOs, CIOs, PE partners, gov leaders)
  • Job title targeting is precise
  • B2B content gets organic amplification
  • Direct pipeline from content → connection → meeting
COORDINATED MESSAGING (7-TOUCH RULE)
  • Website publishes content → LinkedIn posts echo it → outbound emails reference it → paid amplifies it
  • 5-7 touches before anyone converts — all channels must be synchronized
03 — Read, Reallocate, and Expand

Month 1 → Month 2

Month 1 gives us the data. Month 2 we double down on winners and kill losers.

SIGNALS WE'RE WATCHING
NYC CSO Outreach
Response rate from 83 agencies, meeting conversions, pilot proposals sent
LinkedIn Direct (John & David)
Reply rate, meeting acceptance, ICP accuracy, profile engagement
Gov-Tech Partner Channel
Vendor introductions, co-sell velocity, partner-sourced meetings
M365 Targeting
Signal quality, timing accuracy, audit conversion rate
Case Study Performance
NYCHA + OTI open rates, reply lift, and meeting conversion
SigParser Historical Sweep
Recovered legacy contacts (10K-14K emails), warm revivals, reactivation pipeline
REALLOCATION FRAMEWORK
If NYC CSOs respond
→ Rapid-deploy pilot savings plans, expand to more agencies, pursue PR (NYT, WSJ, NY Post)
If LinkedIn Direct works
→ Increase enrichment budget, expand sequences, replicate to other municipalities
If Gov-Tech partners outperform
→ Shift budget to co-sell motions and partner collateral
If M365 converts
→ Scale signal monitoring, increase outreach volume
If content drives inbound
→ Double content budget, add SEO investment, spin up webinar series
If something doesn't work
→ Kill it. Reallocate to winners. No sunk cost thinking.
04 — Timeline

Timeline

TIMELINE — MONTH 1
Week 1
Website V1 launch · NYC CSO outreach prep (Annette sourcing list) · LinkedIn profiles activated · outbound sequences drafted
Week 2
Publish NYCHA + OTI case studies · Bloomberg proof asset · Agency refresh email out (March 8) · Paid amplification live · LinkedIn outbound begins
Week 3
Run SigParser historical sweep (10K-14K contacts) · Revive dormant relationships · Iterate messaging based on reply data · Webinar pilot with Doc
Week 4
Month 1 review · Trigger kill switches · Reallocate buffer to top channels · Plan Month 2 municipal expansion (other cities)
Goal: Convert 70-day NYC mandate into meetings + pilot savings plans. One closed deal pays for 15 months of GTM.