Introducing Default 2.0

Today, I’m incredibly excited to announce Default’s new inbound orchestration platform and an additional $4m in funding led by 8VC.

The GTM landscape has changed more in the last five years than in the previous two decades. Teams can no longer afford bloated tech stacks, inefficient workflows, and fragmented data. Winning in this new era requires AI-driven automation, seamless data orchestration, and intelligent routing.

We started Default with the vision of building the best platform for revenue teams to orchestrate their inbound workflows, from lead qualification and scheduling to routing and enrichment.

Our team spent over a year building Default’s core product before launching publicly 14 months ago. When we launched, we had a handful of design partners and early customers and a big vision to build a modern revenue orchestration platform for go-to-market teams.

Since we launched, we've gone from a handful of early customers and design partners to hundreds of fast-growing companies like Hex, OpenPhone, Bland, and StackBlitz who automate inbound, outbound, and rev ops workflows with Default.

Why Does the World Need Default?

The inbound marketing funnel is broken.

Marketing teams spend millions of dollars every year trying to get good leads into the hands of their sales team, but the tools and processes they know and use just haven’t adapted to the new age of intelligent growth. The result is that it’s nearly impossible for GTM teams to build inbound workflows where high-intent, qualified leads are effectively qualified and routed to sales reps.

At the end of the day, this is a tool fragmentation problem. Teams buy and stitch together several brittle point solutions across their inbound marketing funnel as they grow and scale their GTM, causing data and workflow silos which in turn lead to missing attribution data, poor conversion rates, broken workflows, and lost revenue. This problem only compounds as companies add more people, software, and processes. The scenario many teams find themselves in is an expensive, complicated mess of tools, workflows, and processes no one understands.

We call this the Frankenstack.

Default bundles tools and data needed to automate top-of-funnel workflows into a unified, AI-powered inbound orchestration platform complete with forms, scheduling tools, routing, enrichment data, and deep integrations to the tools that revenue teams use every day.

This vertical integration affords our customers deep flexibility, integration, and customization across their inbound funnel, helping them avoid the Frankenstack.

What’s Default 2.0?

Today is a big day for us at Default. We’re releasing several updates to our product as well as a few powerful new features to help our customers unlock efficient revenue growth with more data and better automation.

Here’s a detailed breakdown of what we’re launching and why:

Embedded Website Intent Data and Conversion Tracking

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One of our biggest learnings since launching 14 months ago is just how much data is siloed in the inbound marketing funnel, especially on the website. Almost every revenue team we’ve met has told us they’re flying blind on what’s happening at the top of their marketing funnel, with no visibility or control into website activity from target accounts.

To try and solve this, many marketers have historically opted to purchase website reveal data directly from a provider like Clearbit or 6Sense. Unfortunately, this data isn’t very actionable for them or their teams. Many of the workflows our customers described—like routing warm accounts, sending Slack alerts, and pushing data to the CRM—were workflows we already supported and understood very well. As a result, we saw a huge opportunity to help revenue teams tap into website visitor activity and leverage Default’s powerful orchestration features to bridge the gap between data and results.

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AI-Powered Lead & Account Routing

One of the biggest trends we’ve observed with our customers over the last 14 months is just how limiting logic-based routing can be. If a critical CRM or enrichment provider field is missing, a lead could get misrouted or could get disqualified erroneously.

Not anymore. Today, we’re launching the industry’s first AI-powered lead & account routing agent, and it’s absolutely incredible. Instead of managing routing definitions across multiple different systems using different fields and attributes, users can now define their routing criteria, territories, and segments in natural language once and update to any workflow that uses the routing criteria in one click. On top of that, AI routing is fast and performant. Our internal model benchmarking has shown that our routing agent makes assignment decisions in less than 400 ms with little variance, even in cases with complex territory, segment, and account hierarchy models.

A New Marketing Database for People and Company Objects

Most inbound orchestration tools view this domain through the lens of lead-based workflows and outcomes, namely routing and meeting scheduling. We believe this is a very limited lens through which to view a very complex part of the funnel.

As we’ve seen over the last few years, more and more companies are trying to piece together strategies for account-based marketing as opposed to contact-based marketing. Unfortunately, the systems used across this part of the stack haven’t adapted to this change in tactics.

Today, we’re launching a new marketing database for people and companies. You can think of this database as a very lightweight CRM for the marketing funnel. With this new feature, customers will be able to view and track activity at the person and company level as well as a unified view of website activity, meeting history, form submission data, conversion data, and third-party enrichment insights.

We’ve also extended Default workflows to this new database, enabling users to run powerful automations on uploaded lists or existing records, like lead-to-account matching, waterfall enrichment, object routing, AI research, and much more.

A New, Delightful Scheduling Experience

Conversion rates aren’t just for inbound forms — they’re also a very important of the inbound AND outbound scheduling workflow. Many times, reps send booking links to leads only for the lead to see several form fields staring back at them from the screen.

We’re excited to announce big improvements to Default’s booking experience, designed to help teams increase lead-to-meeting conversions across every part of their funnel, whether that be from their website or from outbound emails.

Territory & Segment Management

As Default has grown from supporting small startups to mid-market and enterprise customers with hundreds of sales reps, we’ve become very familiar with the pain associated with building and maintaining territory and segment definitions. Not only are territories and segments an important piece of forecasting and sales planning, but they’re also an essential part of lead & account routing.

Today, we’re launching Territory Management in Default to make it easy for teams to build and use territories and segments for lead & account routing, distribution, and assignment. With Default Territory Management, teams can define territories and segments in natural language once, assign users or teams, and update to any workflow that uses the routing criteria with one click.

Thank You

Today’s product launch is a huge step for Default and helping our customers unlock efficient revenue growth. As I’m sure you can imagine, we have a lot more planned.

To our customers, partners, advisors, friends, and investors, thank you for your support over the last few years and in the months leading up to this launch — we couldn’t have done it without you.

Thank you,

Team Default

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