Morgan Shelly is a Senior Account Executive at Deel. Deel is a $12 billion global HR and payroll powerhouse. Morgan simplifies international hiring, helping businesses scale globally.
This case study explores how Morgan leverages a sophisticated GTM tech stack and a disciplined outbound methodology to consistently identify and convert high-potential global accounts.
Morgan empowers businesses. She navigates global expansion. Deel offers all-in-one HR, payroll. Her role covers three key areas:
Driving Global Sales: Morgan leads the sales of Deel's comprehensive platform. Morgan guides companies with international teams or global expansion plans through the intricacies of cross-border workforce solutions.
Supporting International Expansion: A core part of her role is working with companies to navigate international hiring and compliance challenges. She positions Deel as a “one-stop shop” for expanding businesses managing distributed teams.
Pipeline Management: Morgan prioritizes consistent outbound efforts to maintain and grow her sales pipeline.
Deel is a San Francisco-based payroll and human resources company. It has achieved a remarkable $12 billion valuation by fundamentally transforming how companies manage global workforces. By enabling businesses to hire employees and contractors in over 150 countries without requiring local entities, Deel has removed significant barriers to international growth. This innovative approach has fueled explosive growth, with annual recurring revenue soaring from $57 million to $295 million in just one year. Serving over 15,000 clients, including industry giants like Nike, Deel's strategic acquisitions (Zeitgold, Roots, PayGroup, Capbase, and Hofy) have expanded its service offerings and solidified its market dominance. With a global team exceeding 4,000 employees, Deel continues to set the gold standard in HR technology, positioning itself as the undisputed leader in global workforce management.
Pipeline Control and Consistent Building
"The biggest advice I would give new AEs is that you are truly in control of your pipeline. You have to be in control of your pipeline and know that you are building pipeline consistently."
— Morgan Shelly, Senior Account Executive at Deel
To drive its impressive growth and empower its sales leaders like Morgan, Deel leverages a sophisticated GTM toolkit.
Deel’s Tech Stack
Morgan Shelly at Deel mentioned a variety of tools that are part of her daily workflow. These include LinkedIn, LinkedIn Sales Navigator, Slack, Aligned, Loom, and Crossbeam.
She also referred to Salesforce for CRM and ChatGPT for workflow automation. These tools help with outbound outreach, pipeline organization, collaboration, video messaging, partnership selling, and workflow efficiency.
Demand Gen Process
Morgan described her role as a full-stack AE who takes full ownership of pipeline creation and nurturing. She emphasized consistent outbound efforts, organizing the day to prioritize pipeline building through outbound messaging, and following up with open opportunities.
Loom is used to send personalized video messages to prospects, while Crossbeam aids in ecosystem selling by identifying accounts with shared partnerships.
She also uses Salesforce to track net-new accounts and pipeline ownership. Additionally, automation tools like ChatGPT are being incorporated into workflows to improve efficiency without compromising personalization.
Morgan wanted to find companies that are hiring internationally. It meant identify high-potential accounts based on signals that indicate a strong likelihood of needing international hiring solutions. Specifically, they aim to detect companies expanding remote teams, hiring across borders, and managing globally distributed workforces. These signals suggest immediate budget availability, operational complexity, and a clear demand for compliant global employment infrastructure. The goal is to streamline lead generation and prioritize outreach to accounts with the highest conversion potential. By automating this process, the company reduces manual effort while increasing speed and precision in targeting.
Target hot accounts with strong buying signals—those rapidly expanding in Customer Success, with both the budget and need for your product.
Act quickly to book meetings within the next 10 days, as these accounts are prime for conversion right now.
Companies are actively investing in remote talent: Signaling immediate budget and need for solutions like Deel's.
Companies headquartered in the USA but have employees across the world: Indicating complex international HR/payroll needs.
Active remote hiring: Through specific job postings and talent acquisition trends.
Wellfound, LinkedIn, lever.co
Now, let’s take a look at how the GTM Agent put this into action.
The GTM Agent targeted accounts matching the above signals and turned high-intent leads into warm conversations—without any manual follow-ups from the founder. This gave the team bandwidth to focus on closing, while outbound ran on autopilot.
Challenge: The manual, time-intensive process of finding companies actively hiring for international roles.
Solution: An AI-powered workflow implemented to automate lead identification, research, and qualification.
Let’s take a look at the flow run by the AI Agent for Deel
Deel AiSDR Process and Steps:
Input & Initial Data Capture: Basic company information is entered.
International Hiring Detection: The AI based system queries job postings via Google Search to determine if the company is hiring internationally. An LLM analyzes results to provide a "Yes/No" signal.
Industry Identification: Google Search is used to identify the company's industry.
Decision Maker Identification and Email Enrichment: The system then finds relevant decision-makers within the company. After that, Contact email addresses are enriched using the gathered information.
CRM Integration: All qualified lead data is automatically pushed to SmartLead for automated outreach campaigns.
Human-in-the-Loop Campaign Management
While GlowRadius GTM Agents are autonomous, every campaign benefits from an expert-led human-in-the-loop (HITL) architecture that ensures precision, adaptability, and reliability—especially in complex SaaS and GTM environments where AI alone may fall short.
The campaign engine is supported by real humans with deep expertise in GTM systems, making the service resilient, customizable, and highly contextual.
What This Means for the Noise Team:
No DIY configurations — Our team handles all technical setup, infrastructure, and sequencing logic.
No risk of failure — If the AI agent cannot process a domain, extract signals, or validate contacts, our human experts step in immediately.
In this sprint we could identify 50+ accounts that are in fits show signal level hot and fits ICP fit.
With a 1% conversion rate, and ACV of 25K, this totals to X amount of identified pipeline in one week
This section uses a container element to ensure the content looks right on every device. It’s centered with the class “Centered Container.”
Convert!If you're targeting customer service managers, than you'll need a pitch that completely resonates with them.
But how do you write emails that strike are a perfect balance between promoting your business but not being too self-centered?
In this article, Sacha, CEO of Growth Room, shows how social proof helps you transform a cold email into a powerful tool that books meetings!
Here's an example of a cold email that targets customer service (CS) managers in e-commerce to sell an AI-powered CS platform 👇
Here are Sacha’s insights on what needs to be improved to get more replies:
Mistake #1 → Too promotional subject line
Avoid using popular marketing and sales keywords such as “boost”, “customer service”, and “AI” which won’t make your cold email stand out in prospects’ inboxes.
Mistake #2 → Self-centered intro line
The intro line should catch prospects’ attention by talking about them and what you can do for them. Talking about yourself won’t bring them value and interest them in reading the rest of your email.
Mistake #3 → Not-visible CTA
Because your prospects usually scan emails before reading them, adding a space line before the ending line will make their next step more clear.
Mistake #4 → Spam words
If you want to ensure your messaging gets through, avoid using spam words like “free”. Those words trigger the spam filters and land your emails in the spam folder where your target audience can’t read them.
Here is how Sacha would rewrite the previous cold email and his tips for booking more meetings!
Tip #1 → Focus on your prospect
If you want to get replies to your cold emails - talk about their company, compliment them, and ensure the majority of your email is focused on them and how to achieve their goals.
Tip #2 → Give a glimpse of the value you bring
By leveraging social proof, you can showcase prospects’ desired outcomes and tease them into replying. Mention clients and their results from relevant industries to build trust and credibility.
Tip #3 → Position yourself as an expert
Position yourself as a problem solver. Once you show your leads that you understand their pain point and know how to solve it, it will make your product/service more relevant.
Tip #4 → Non-intrusive CTA
Instead of talking about demos, ask for less effort and talk about catching up over a call/meeting. It will sound less salesy and push your prospects to reply.
Here are Sacha’s tips for effective cold emailing to sell AI-powered platforms to e-commerce CS managers:
-> Focus on the recipient, highlighting their company and goals
-> Utilize social proof relevant to their industry to establish trust
-> Position yourself as a solution to their specific challenges
-> Use a non-intrusive call-to-action, like suggesting a casual call or meeting instead of demo
Cold emails work effectively when they are targeted, personalized, clear, and part of a well-thought sales strategy.
Here are 5 best practices that will make your cold outreach effective and help you get results:
Cold emails can be effective when they are highly targeted. This means understanding the recipient's industry, role, and potential needs, and then crafting an email that speaks directly to those factors.
A key element of successful cold emails is personalization. This goes beyond just using the recipient's name; it involves tailoring the message to address their specific challenges or interests.
The effectiveness of a cold email is often tied to its clarity. As the majority of recipients first scan cold emails, they are more likely to engage with the ones that get to the point quickly and offer a clear value proposition.
Persistence in cold outreach pays off! Follow-up emails, when done respectfully and increasing the value, can boost the chances of getting a reply.
The success of cold emails should be measured not just by open or response rates, but also by the quality of the interactions they initiate (e.g., established connections, closed deals)
Salesloft can be used in Large Enterprises, Mid Size Business, Non Profit, Public Administrations, and Small Businesses.
It was built for the entire revenue teams to optimize customer journey:
Morgan Shelly is a Senior Account Executive at Deel. Deel is a $12 billion global HR and payroll powerhouse. Morgan simplifies international hiring, helping businesses scale globally.
This case study explores how Morgan leverages a sophisticated GTM tech stack and a disciplined outbound methodology to consistently identify and convert high-potential global accounts.
Morgan empowers businesses. She navigates global expansion. Deel offers all-in-one HR, payroll. Her role covers three key areas:
Driving Global Sales: Morgan leads the sales of Deel's comprehensive platform. Morgan guides companies with international teams or global expansion plans through the intricacies of cross-border workforce solutions.
Supporting International Expansion: A core part of her role is working with companies to navigate international hiring and compliance challenges. She positions Deel as a “one-stop shop” for expanding businesses managing distributed teams.
Pipeline Management: Morgan prioritizes consistent outbound efforts to maintain and grow her sales pipeline.
Deel is a San Francisco-based payroll and human resources company. It has achieved a remarkable $12 billion valuation by fundamentally transforming how companies manage global workforces. By enabling businesses to hire employees and contractors in over 150 countries without requiring local entities, Deel has removed significant barriers to international growth. This innovative approach has fueled explosive growth, with annual recurring revenue soaring from $57 million to $295 million in just one year. Serving over 15,000 clients, including industry giants like Nike, Deel's strategic acquisitions (Zeitgold, Roots, PayGroup, Capbase, and Hofy) have expanded its service offerings and solidified its market dominance. With a global team exceeding 4,000 employees, Deel continues to set the gold standard in HR technology, positioning itself as the undisputed leader in global workforce management.
Pipeline Control and Consistent Building
"The biggest advice I would give new AEs is that you are truly in control of your pipeline. You have to be in control of your pipeline and know that you are building pipeline consistently."
— Morgan Shelly, Senior Account Executive at Deel
To drive its impressive growth and empower its sales leaders like Morgan, Deel leverages a sophisticated GTM toolkit.
Deel’s Tech Stack
Morgan Shelly at Deel mentioned a variety of tools that are part of her daily workflow. These include LinkedIn, LinkedIn Sales Navigator, Slack, Aligned, Loom, and Crossbeam.
She also referred to Salesforce for CRM and ChatGPT for workflow automation. These tools help with outbound outreach, pipeline organization, collaboration, video messaging, partnership selling, and workflow efficiency.
Demand Gen Process
Morgan described her role as a full-stack AE who takes full ownership of pipeline creation and nurturing. She emphasized consistent outbound efforts, organizing the day to prioritize pipeline building through outbound messaging, and following up with open opportunities.
Loom is used to send personalized video messages to prospects, while Crossbeam aids in ecosystem selling by identifying accounts with shared partnerships.
She also uses Salesforce to track net-new accounts and pipeline ownership. Additionally, automation tools like ChatGPT are being incorporated into workflows to improve efficiency without compromising personalization.
Morgan wanted to find companies that are hiring internationally. It meant identify high-potential accounts based on signals that indicate a strong likelihood of needing international hiring solutions. Specifically, they aim to detect companies expanding remote teams, hiring across borders, and managing globally distributed workforces. These signals suggest immediate budget availability, operational complexity, and a clear demand for compliant global employment infrastructure. The goal is to streamline lead generation and prioritize outreach to accounts with the highest conversion potential. By automating this process, the company reduces manual effort while increasing speed and precision in targeting.
Target hot accounts with strong buying signals—those rapidly expanding in Customer Success, with both the budget and need for your product.
Act quickly to book meetings within the next 10 days, as these accounts are prime for conversion right now.
Companies are actively investing in remote talent: Signaling immediate budget and need for solutions like Deel's.
Companies headquartered in the USA but have employees across the world: Indicating complex international HR/payroll needs.
Active remote hiring: Through specific job postings and talent acquisition trends.
Wellfound, LinkedIn, lever.co
Now, let’s take a look at how the GTM Agent put this into action.
The GTM Agent targeted accounts matching the above signals and turned high-intent leads into warm conversations—without any manual follow-ups from the founder. This gave the team bandwidth to focus on closing, while outbound ran on autopilot.
Challenge: The manual, time-intensive process of finding companies actively hiring for international roles.
Solution: An AI-powered workflow implemented to automate lead identification, research, and qualification.
Let’s take a look at the flow run by the AI Agent for Deel
Deel AiSDR Process and Steps:
Input & Initial Data Capture: Basic company information is entered.
International Hiring Detection: The AI based system queries job postings via Google Search to determine if the company is hiring internationally. An LLM analyzes results to provide a "Yes/No" signal.
Industry Identification: Google Search is used to identify the company's industry.
Decision Maker Identification and Email Enrichment: The system then finds relevant decision-makers within the company. After that, Contact email addresses are enriched using the gathered information.
CRM Integration: All qualified lead data is automatically pushed to SmartLead for automated outreach campaigns.
Human-in-the-Loop Campaign Management
While GlowRadius GTM Agents are autonomous, every campaign benefits from an expert-led human-in-the-loop (HITL) architecture that ensures precision, adaptability, and reliability—especially in complex SaaS and GTM environments where AI alone may fall short.
The campaign engine is supported by real humans with deep expertise in GTM systems, making the service resilient, customizable, and highly contextual.
What This Means for the Noise Team:
No DIY configurations — Our team handles all technical setup, infrastructure, and sequencing logic.
No risk of failure — If the AI agent cannot process a domain, extract signals, or validate contacts, our human experts step in immediately.
In this sprint we could identify 50+ accounts that are in fits show signal level hot and fits ICP fit.
With a 1% conversion rate, and ACV of 25K, this totals to X amount of identified pipeline in one week
This section uses a container element to ensure the content looks right on every device. It’s centered with the class “Centered Container.”
Convert!Morgan Shelly is a Senior Account Executive at Deel. Deel is a $12 billion global HR and payroll powerhouse. Morgan simplifies international hiring, helping businesses scale globally.
This case study explores how Morgan leverages a sophisticated GTM tech stack and a disciplined outbound methodology to consistently identify and convert high-potential global accounts.
Morgan empowers businesses. She navigates global expansion. Deel offers all-in-one HR, payroll. Her role covers three key areas:
Driving Global Sales: Morgan leads the sales of Deel's comprehensive platform. Morgan guides companies with international teams or global expansion plans through the intricacies of cross-border workforce solutions.
Supporting International Expansion: A core part of her role is working with companies to navigate international hiring and compliance challenges. She positions Deel as a “one-stop shop” for expanding businesses managing distributed teams.
Pipeline Management: Morgan prioritizes consistent outbound efforts to maintain and grow her sales pipeline.
Deel is a San Francisco-based payroll and human resources company. It has achieved a remarkable $12 billion valuation by fundamentally transforming how companies manage global workforces. By enabling businesses to hire employees and contractors in over 150 countries without requiring local entities, Deel has removed significant barriers to international growth. This innovative approach has fueled explosive growth, with annual recurring revenue soaring from $57 million to $295 million in just one year. Serving over 15,000 clients, including industry giants like Nike, Deel's strategic acquisitions (Zeitgold, Roots, PayGroup, Capbase, and Hofy) have expanded its service offerings and solidified its market dominance. With a global team exceeding 4,000 employees, Deel continues to set the gold standard in HR technology, positioning itself as the undisputed leader in global workforce management.
Pipeline Control and Consistent Building
"The biggest advice I would give new AEs is that you are truly in control of your pipeline. You have to be in control of your pipeline and know that you are building pipeline consistently."
— Morgan Shelly, Senior Account Executive at Deel
To drive its impressive growth and empower its sales leaders like Morgan, Deel leverages a sophisticated GTM toolkit.
Deel’s Tech Stack
Morgan Shelly at Deel mentioned a variety of tools that are part of her daily workflow. These include LinkedIn, LinkedIn Sales Navigator, Slack, Aligned, Loom, and Crossbeam.
She also referred to Salesforce for CRM and ChatGPT for workflow automation. These tools help with outbound outreach, pipeline organization, collaboration, video messaging, partnership selling, and workflow efficiency.
Demand Gen Process
Morgan described her role as a full-stack AE who takes full ownership of pipeline creation and nurturing. She emphasized consistent outbound efforts, organizing the day to prioritize pipeline building through outbound messaging, and following up with open opportunities.
Loom is used to send personalized video messages to prospects, while Crossbeam aids in ecosystem selling by identifying accounts with shared partnerships.
She also uses Salesforce to track net-new accounts and pipeline ownership. Additionally, automation tools like ChatGPT are being incorporated into workflows to improve efficiency without compromising personalization.
Morgan wanted to find companies that are hiring internationally. It meant identify high-potential accounts based on signals that indicate a strong likelihood of needing international hiring solutions. Specifically, they aim to detect companies expanding remote teams, hiring across borders, and managing globally distributed workforces. These signals suggest immediate budget availability, operational complexity, and a clear demand for compliant global employment infrastructure. The goal is to streamline lead generation and prioritize outreach to accounts with the highest conversion potential. By automating this process, the company reduces manual effort while increasing speed and precision in targeting.
Target hot accounts with strong buying signals—those rapidly expanding in Customer Success, with both the budget and need for your product.
Act quickly to book meetings within the next 10 days, as these accounts are prime for conversion right now.
Companies are actively investing in remote talent: Signaling immediate budget and need for solutions like Deel's.
Companies headquartered in the USA but have employees across the world: Indicating complex international HR/payroll needs.
Active remote hiring: Through specific job postings and talent acquisition trends.
Wellfound, LinkedIn, lever.co
Now, let’s take a look at how the GTM Agent put this into action.
The GTM Agent targeted accounts matching the above signals and turned high-intent leads into warm conversations—without any manual follow-ups from the founder. This gave the team bandwidth to focus on closing, while outbound ran on autopilot.
Challenge: The manual, time-intensive process of finding companies actively hiring for international roles.
Solution: An AI-powered workflow implemented to automate lead identification, research, and qualification.
Let’s take a look at the flow run by the AI Agent for Deel
Deel AiSDR Process and Steps:
Input & Initial Data Capture: Basic company information is entered.
International Hiring Detection: The AI based system queries job postings via Google Search to determine if the company is hiring internationally. An LLM analyzes results to provide a "Yes/No" signal.
Industry Identification: Google Search is used to identify the company's industry.
Decision Maker Identification and Email Enrichment: The system then finds relevant decision-makers within the company. After that, Contact email addresses are enriched using the gathered information.
CRM Integration: All qualified lead data is automatically pushed to SmartLead for automated outreach campaigns.
Human-in-the-Loop Campaign Management
While GlowRadius GTM Agents are autonomous, every campaign benefits from an expert-led human-in-the-loop (HITL) architecture that ensures precision, adaptability, and reliability—especially in complex SaaS and GTM environments where AI alone may fall short.
The campaign engine is supported by real humans with deep expertise in GTM systems, making the service resilient, customizable, and highly contextual.
What This Means for the Noise Team:
No DIY configurations — Our team handles all technical setup, infrastructure, and sequencing logic.
No risk of failure — If the AI agent cannot process a domain, extract signals, or validate contacts, our human experts step in immediately.
In this sprint we could identify 50+ accounts that are in fits show signal level hot and fits ICP fit.
With a 1% conversion rate, and ACV of 25K, this totals to X amount of identified pipeline in one week
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