Codified · Customer Discovery Case Study 86% SQL conversion improvement from ICP v1 to v2, 46% of call connects became meaningful conversations.

To establish a clear direction, Codified engaged JJELLYFISH to prioritize multiple assumptions and a focused set of Ideal Customer Profiles (ICPs) to validate. The team began by testing whether data engineering leaders experienced significant pain managing data access approvals for employees and controlling it over time.

Within a month, JJELLYFISH built an outbound engine that secured multiple meetings with this audience. However, the conversations revealed that data engineering leaders were generally satisfied with their existing processes and did not view this as a pressing challenge.

This discovery prompted a rapid pivot to test a new assumption and shift focus to a different ICP to identify a more critical pain point.

Data engineering leaders were invalidated as the right ICP, so JJELLYFISH and Codified quickly pivoted to a new assumption: IT and Security leaders faced challenges adopting internal GenAI applications due to the risk of oversharing sensitive data. Through targeted outreach, JJELLYFISH uncovered two key insights. First, many leaders were “accepting risk” simply because they were unaware that solutions existed. Second, this challenge was preventing organizations from moving their GenAI initiatives beyond pilot programs to full-scale, enterprise-wide adoption.

To accelerate traction, JJELLYFISH identified public indicators to pinpoint companies actively investing in internal GenAI initiatives. Through data-driven targeting, combined with sharper messaging that directly addressed a problem IT and Security leaders genuinely cared about, the team tripled outbound performance. The refined approach not only secured more meetings but also provided Codified with high-quality insights to validate their new focus and move closer to product-market fit.

In just 90 days, JJELLYFISH delivered tangible results for Codified, including:

Rapidly invalidating the initial ICP (data engineering leaders) with clear, high-fidelity insights.

Pivoting to a new ICP (IT and Security leaders) struggling with GenAI adoption challenges.

Tripling outbound production through targeted outreach and refined messaging.

By quickly testing and validating assumptions, JJELLYFISH accelerated Codified’s problem validation process and equipped them with a robust go-forward plan. The engagement provided Codified with a clear understanding of their market and a scalable outbound strategy: outcomes that would have taken significantly longer without JJELLYFISH’s expertise.