Results · Swiftscore
SwiftscoreEdTech · K-12 principals

A full principal pipeline in Swiftscore’s first 17 days live

Swivel built Swiftscore’s revenue system from the ground up: what principals care about, the message and site built on it, the content and channels that reach them, and the personal outreach that turns interest into meetings.

The swiftscore.org homepage Swivel rebuilt

The swiftscore.org homepage, rebuilt around what principals told us.

20meetings booked with principals
$200Kin new pipeline
17days live, Oct 6 to 22, 2026

Pipeline is the estimated value of open opportunities from these meetings, not closed revenue.

The challenge

Swiftscore needed principals to find it, trust it and try it, from day one.

Swiftscore makes AI software that turns classroom observations into evaluation drafts for K-12 principals. Principals are busy, careful about AI on teacher evaluations, and they buy on what peers nearby are using. A few ads or a cold email list would not reach them. Swiftscore needed one system that finds the right principals, earns their trust and gets them into a conversation.

How Swivel helped

It started with how principals actually buy.

Before any campaign went live, we did the research every later piece is built on.

15+ hoursof interviews with Swiftscore’s team and customers
8principal buyer types mapped, three prioritized
148,000+K-12 leaders matched to their school and district
1 CRMaudited and set up as the source of truth
2 offersprincipals say yes to: free evaluations and a free trial

Three things we learned shaped everything after.

Principals already use AI.

Many hadn’t weighed the privacy risks, or where general chatbots fall short on evaluations.

Proof from nearby principals wins.

A peer down the road using it moves them more than any campaign does.

They describe the value differently.

Time back matters, but they frame it as professional development, not better evaluations.

Three ways to see it

Four pillars, built on what we learned.

Built on
Principals use AINearby proofValue as PD
Position to Win

One message every ad, page and rep uses

We rebuilt swiftscore.org and the messaging platform around the three findings, so principals see a safe way to use AI, proof from people like them, and a path to better coaching.

Built on
Principals use AINearby proofValue as PD
The swiftscore.org homepage Swivel rebuilt
Demand Gen

Content for every question, where principals already are

Each piece answers a question principals ask at a stage of their decision, and each channel has one job in getting it to them.

  • Guides on AI mistakes in evaluations, state systems like Texas T-TESS, and professional development
  • A compare hub and five compare pages, plus principal video clips and a 2-minute walkthrough
  • Meta, LinkedIn, Google, Bing and YouTube, each matched to a stage
Built on
Principals use AIValue as PD
5 AI Mistakes in Teacher Evaluations guide page
Principal video clips page
Human-Centric BD

Personal outreach that leads with a principal they know

Emails from rep inboxes name nearby customer schools. Reps call in priority order, warm leads first, so the people already engaging hear from a person quickly.

Built on
Nearby proof
From Swiftscore’s CEOprincipal at school uses this
Hi first name, principal at school and I work together, and I also work with folks in nearby districts, so I wanted to connect. Would you be interested in trying it for free?
Calling priorityAudience size
  1. 1Warm inbound leads
  2. 2Principals near customers
  3. 3GEAR UP district principals
  4. 4Principals likely to answer
Sales Enablement

Tools that help Swiftscore’s team close

The Swiftscore Playbook and customer results scorecards are already in use. What comes up in these first meetings will shape what we build next.

Built on
Value as PDNearby proof
The Swiftscore PlaybookTake the busy work out of teacher evaluations

Turn them into an ongoing conversation built around support, growth and trust.

Before and afterPrincipal quotesResults scorecard
How it worked together

Each piece made the next one work.

  1. Learn How principals buy Interviews and persona mapping found the three things that move them.
  2. Say it One message The site and every asset speak to those three things.
  3. Reach Content and channels Each stage’s question gets an answer, on the channel principals use.
  4. Connect A person, fast Outreach names a nearby principal and follows engagement quickly.
  5. Result 20 meetings Booked in 17 days, with $200K in new pipeline.

Feeds back: What comes up in each meeting goes back into the message, the content and the sales tools.

The program so far

Weekly district bookings grew from 1 to 11 in under a month.

The best week of the program brought 11 districts and 6 new SQLs, every one with a demo scheduled.

8SQLs in 60 days
103ICP leads from paid in 3 weeks
$21.48per ICP lead on Facebook, down 26% in a week

More results

See all client results
Transportant$6.5M+pipeline in 12 monthsRead the case study Abre900%pipeline increase and 11.7x ROIRead the case study Leasecake14 dealsand $1M+ in deal value within 60 daysRead the case study

See what the full system could do for you.

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