Round Robin and Restrict CC are both extensions built on top of Zendesk — the enterprise customer support platform used by tens of thousands of companies globally.
Round Robin routes support tickets automatically based on configurable parameters, meaningfully expanding Zendesk's native ticket assignment functionality. It is one of the most downloaded applications in the Zendesk marketplace.
Restrict CC restricts information sharing by controlling which domains can be copied on support ticket communications — adding a layer of access control to a native Zendesk function.
Andre "Hassan" Wilson was engaged as a Sales Enablement Specialist with an initial mandate to grow the user base for Restrict CC. What unfolded over the following months became a masterclass in reading market signals quickly and redirecting resources toward what actually worked.
Restrict CC Was Not Competitive
The brief was straightforward: run outreach, generate users, grow the product. The execution was not. After thousands of outreach attempts over a month and a half, only two meaningful conversations with potential users had materialized. The pipeline was not just thin — it was telling a story.
The diagnosis was clear: Restrict CC did not have a sufficiently differentiated position in the market. The problem it solved was either not painful enough, not unique enough, or too easily addressed by existing Zendesk-native functionality for buyers to prioritize it. No amount of outreach optimization was going to overcome a product-market fit problem.
The honest finding — that the product was not competitive — was delivered to the client after six weeks of rigorous testing across thousands of outreach touchpoints.
Calling the Product-Market Fit Problem Accurately
The value of this engagement didn't start with the pivot — it started with the diagnosis. Recognizing that poor outreach results across a large enough sample size indicate a product problem rather than a messaging problem is a judgment call that requires both analytical discipline and the willingness to deliver an uncomfortable finding. Hassan made that call and communicated it clearly.
Redirecting the Campaign Architecture to Round Robin
The client, already contracted for three additional months, made a strategic decision: apply the outreach campaign that had been architected for Restrict CC to Round Robin instead. The campaign infrastructure — the ICP parameters, the list-building methodology, the automated outbound email sequences — was already built. The product just needed to change.
Round Robin was a fundamentally different situation. It had proven marketplace traction, a clear functional value proposition, and an existing user base to benchmark against. The same campaign architecture that had found no purchase with Restrict CC now had a product underneath it that the market actually wanted.
ICP-Driven List Building and Automated Outbound
The outreach engine was built around two core components: ICP-defined target lists, built from research parameters that identified the types of Zendesk users most likely to benefit from advanced ticket routing, and automated outbound email sequences designed to move prospects from cold awareness to product evaluation.
The list-building was not passive — it was actively researched and filtered against ICP criteria before a single email was sent.
In three months, the Round Robin campaign delivered a 20% increase in its user base — meaningful growth for a product already established as one of the most downloaded applications on the Zendesk marketplace.
The full engagement produced two distinct, valuable results:
Together, they demonstrate something more than execution capability: the ability to read what the data is actually saying, make the right call regardless of the preferred outcome, and redirect resources in a way that produces results.
Most sales campaigns run until the contract ends, regardless of what the results are signaling. The instinct to stop, name the problem accurately — "this product is not competitive" — and present that finding as the most valuable deliverable of the first phase is not common. It requires prioritizing the client's actual outcome over the appearance of activity.
The pivot to Round Robin proved the methodology was sound. The product was the variable. Knowing the difference is the skill.
This case study is part of Andre "Hassan" Wilson's professional portfolio. For inquiries: hassan.qaseem@gc-usa.com