“FuelK12 has been instrumental in allowing us to be able to engage a broad market with a small sales team.”

 

Engaging K-12 decision makers across public school districts in the United States is structurally challenging. When the topic is school safety, outreach requires even greater care. Messaging must be persistent enough to reach the right stakeholders, while remaining measured, factual, and grounded in real operational needs rather than fear.

GeoComm operates in this environment, providing interactive digital mapping solutions used by school administrators, district safety leaders, and public safety professionals to coordinate emergency response. Despite being part of a larger organization with an established sales function, GeoComm faced limits in how broadly and consistently it could engage a national K-12 market.

In early 2025, GeoComm partnered with FuelK12 to extend its outbound engagement in a way that respected the sensitivity of the market while delivering measurable pipeline impact.

About GeoComm

GeoComm provides GIS-based indoor and outdoor digital mapping solutions for K-12 schools and public safety agencies across the United States. Its platform enables administrators, school safety leaders, and public safety professionals to operate from the same shared maps during planning and emergency response.

Sales operations at GeoComm are led by Matt Hayes, senior sales operations manager. His team supports the sales organization from lead acquisition through contracting, ensuring that outreach, systems, and process remain aligned across a complex national market.

The challenge

GeoComm serves more than 16,000 public school districts nationwide. At the time of the interview, five sales representatives were responsible for outreach across this entire market.

While the sales team was active at conferences, trade shows, and customer meetings, this limited their ability to sustain consistent outbound engagement. Traditional email marketing and direct outreach were not generating sufficient engagement to reach decision makers at scale.

At the same time, school safety presents a uniquely sensitive outreach context in the United States. Messaging needed to avoid fear-based framing and focus instead on problem-solving and coordination. As Matt Hayes explained:

“Outreach in the school safety space is a particularly sensitive topic in the United States.”

Balancing market scale, messaging constraints, and limited internal bandwidth made it difficult for GeoComm to consistently engage the right stakeholders using internal resources alone.

The solution

GeoComm was introduced to FuelK12 through partners already operating in the K-12 ecosystem. The decision to work with FuelK12 was not driven by a lack of internal sales capability, but by the need for a specialized outbound function with experience in education markets.

FuelK12’s SDR team took responsibility for early-stage outbound engagement, including phone outreach and email follow-ups. This allowed GeoComm’s sales representatives to remain focused on meetings, events, and active opportunities while outbound activity continued consistently.

From the outset, GeoComm and FuelK12 worked closely to align messaging, call flow, and tone. Scripts and outreach sequences were reviewed to ensure they reflected how GeoComm already engaged district leaders and remained appropriate for a safety-focused audience.

FuelK12’s SDRs operated directly inside GeoComm’s CRM, HubSpot. All outreach activity was logged and visible to the sales team in real time, with calls recorded for quality review. This ensured GeoComm retained visibility and control over how it was represented in the market.

As Matt Hayes noted when describing this working model:

“We can see every single communication initiated by the SDR team.”

The results

Within nine months of working with FuelK12, GeoComm saw measurable impact across engagement, pipeline development, and revenue.

Key outcomes included:

  • A near double-digit increase in meetings booked
  • 307 deals attributed to FuelK12 activity
  • More than $5.7 million in associated pipeline

FuelK12’s persistence also supported outreach to decision makers who were difficult to engage through internal efforts alone, helping ensure opportunities were not dropped due to timing or availability.