How we helped a cybersecurity CISO turn a strategic pivot into a $365K pipeline in one month
Jenn J.
Client Profile
Meet Jenn J.
Who She Is
EVP and CISO at an established cyberseurity, privacy, and identity company
Conducts cybersecurity operations for the White House. Helped Washington become the first state to implement AI governance — one of the most credentialed voices in her field.
Her Service
$73,000 Average Contract per Client
Fractional CISO services for mid-size healthcare companies with 5,000+ employees. Privacy, security, and patient identity programs built for the healthcare sector.
Her Challenge
She had the expertise. She had the credentials.
She had the wrong ICP.
Financial services clients weren't sticking around, and the clock was ticking to make up the MRR.
Jenn J.
EVP and CISO
The Problem: The Right Expertise, the Wrong Audience
The Wrong ICP
An internal audit revealed financial services partners weren't Jenn's best clients. Healthcare was.
Despite years of cross-industry work, the pipeline stayed steady.
No Warm Pipeline
Jenn was visible on conference stages and podcasts, but her LinkedIn presence wasn't driving conversations with healthcare decision-makers.
Zero inbound from her real ICP.
The Clock Was Ticking
The shift away from financial services created a revenue gap. She needed to close it within 3 to 6 months—by penetrating a brand-new vertical with no warm relationships.
What We Found
The gap wasn't redibility. It was positioning, presene in the right plaes, and the right outreah system.
The 80-Question Personal Brand Report
Two ICP roles identified: Chief Privacy Officers and VPs of Compliance at mid-size healthcare companies with 5,000+ employees.
One core pain point: upgrading patient privacy and identity programs after major healthcare breaches rattled the industry in 2025.
Jenn's posts were almost entirely event and speech announcements, not attracting her ICP or generating DMs.
AI-Assisted Audience Research
Mining Reddit, LinkedIn, and healthcare forums to surface the exact questions Chief Privacy Officers and VPs of Compliance were asking recently.
That became Jenn's content foundation: real questions, her real answers, pulled directly from sales transcripts and other real conversations rooted in AI-assisted research.
The TORC Warm Lead Generation System
We don't do cold outreach. We build the infrastructure that makes decision-makers want to talk to you when you connect.
Warm Outreach + What We Changed
Instead of cold DMs, we built an engagement system that started real conversations with real decision-makers … before any pitch was ever made.
❌ What We Stopped
Event and conference announcements focus
Generic "thrilled to announce" corporate speak
Content written for a broad, mixed-industry audience
✅ What We Did Instead
Identified active CPOs and VPs of Compliance with Sales Navigator
Built credibility through content before initiating any contact
Started organic conversations after connecting, not pitch slapping out of the gate.
Month Three
63
Conversations Started With CPOs and VPs of Compliance
11
Sales Calls Booked Organic, plus 8 from $1K ad boost
$365K
ARR Generated In a single month
5
Clients Closed At $73,000 average per client
What Actually Moved — And the Takeawa
What Actually Moved
Jenn's expertise wasn't the problem. Her LinkedIn didn't reflect it.
We turned her expertise into content that positioned her as the go-to authority in healthcare privacy and security.
The Takeaway
One ICP. One pain point. Clear positioning.
In three months, Jenn recovered 37% of the MRR lost from exiting financial services-from a brand-new vertical.
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