The Challenge
General Dev had real product-market proof, including work with $1B+ companies like EIS and Electrical Source, where their SQL-to-text AI tools doubled inside sales rep output.
What they lacked was a scalable system to take those results into the wider PE-backed industrials market.
The Approach
Morton Street built outbound infrastructure targeting PE firms and portfolio operators directly, with messaging tuned to PE priorities: portfolio value creation, operational efficiency, and measurable ROI.
Cold email campaigns were designed around concrete business outcomes, not generic AI positioning.
The Results
In 30 days, General Dev generated a multi-six-figure pipeline and opened live conversations with Clearlake Capital, Middleground, and other major firms.
They now have a repeatable engine to systematically reach PE-backed industrial businesses at scale.