Partner spotlight: C17 Lab

C17 Lab doesn’t call itself a lead-gen agency. It calls itself a revenue engineering firm — and for once, the label is doing real work. The pitch isn’t “we’ll send more emails.” It’s “we’ll build the system that turns intent into booked revenue, and you’ll own it.”

C17 was also one of OutboundSync’s founding agency partners, so we’ve had a close-up view of how they work.

Who’s behind it: Enzo Carasso

Before Enzo Carasso started C17 Lab, he’d seen sales from inside some big operations — roles at Booking.com, Square, and Sixt — and then from inside the tooling that powers modern outbound, as a Clay user and a certified Smartlead partner. C17 Lab, which he founded in 2022, is what happens when someone who has lived both sides decides outbound should be engineered, not winged.

That’s the lens: an operator’s instinct for what actually moves revenue, plus a builder’s habit of turning it into systems. It’s why C17 talks about “revenue engineering” instead of lead gen — and why so much of what they ship is automation and custom AI agents rather than a bigger send list.

Revenue engineering, not lead gen

Most outbound agencies sell you activity: more emails, more replies, a list handed back at the end of the month. C17’s bet is that activity isn’t the product — the system is. They install the whole machine inside your business: the scrapers and custom AI agents that find buying signals, the sequences that work them, the inbound scoring and nurture, and the RevOps plumbing that keeps the CRM honest. When the engagement ends, you keep all of it.

The AI does the unglamorous part. C17’s agents and automations take roughly 60% of the manual sales work off the table — research, list-building, CRM hygiene, meeting prep — so human time goes to the conversations that close. As they put it, “most people only sell what they do; we sell what buyers want to hear.” The offer comes before the volume.

What C17 Lab actually does

In practice that’s three connected motions: outbound across email, social, cold calling, and direct mail over a mapped TAM; inbound conversion that enriches, scores, and nurtures the leads already raising a hand; and the RevOps to wire it together — contact validation, job-change monitoring, automated meeting prep. The client roster runs from B2B SaaS up to recognizable names like Acquisition.com and Miro.

The engine is built to run at scale:

The fit with OutboundSync

C17 runs on the tools OutboundSync supports — Clay, where they are an Enterprise Partner, plus Smartlead, HubSpot, and Salesforce — and as a founding partner, they have built OutboundSync into how they deliver. The division of labor is clean: C17 engineers and runs the revenue system; OutboundSync makes sure every outbound touch lands on the right record in the CRM, so the system C17 builds stays in sync with the one your team works in.

If you would rather own your outbound engine than rent its output, Enzo’s team is the one to talk to.