Pipefy, a global SaaS leader, invited Thoughtworks to improve outbound conversion and scale experimentation for their procurement sales funnel vertical in a three-month project. To solve the challenge, we designed an innovative experimentation approach. This helped us connected with the sales team to explore and validate hypotheses in agile dynamic cycles. The collaborative work resulted in a 153% boost on the top-of-funnel conversion rate, a 32% increase in the P2P pipeline for the US region, and a cultural shift towards the brand new sales-led-growth approach at Pipefy.