Haley Sayres, Founding Head of GTM at Fable Security

In this Vendor Spotlight, Haley Sayres, Head of Go-to-Market at Fable Security, shares how Sagetap has supported Fable at every stage of growth — from early signal testing to outbound prospecting — and has quickly become one of their highest-performing channels. With a mission to replace checkbox training with real employee behavior change, Fable has already closed a major deal through Sagetap with additional opportunities in motion.

Key Takeaways

• From Messaging Validation to Pipeline Engine: When Fable Security was a seed-stage company, Haley started using Sagetap to refine their messaging and test market fit — and the platform quickly evolved into a strong source of pipeline.
• ICP-Aligned Campaigns That Convert: Haley worked closely with her Sagetap CSM to launch campaigns targeting Fable’s ideal customer profile, resulting in stronger traction and more qualified leads.
• Proactive Prospecting With Sales: Now that Fable has scaled their sales org, they're leveraging Sagetap for outbound, proactively reaching out to verified buyers already matched to their ICP.
• Exceptionally Engaged Buyers on Sagetap: Haley is particularly impressed that Sages consistently come to meetings prepared, inquisitive, and highly qualified, saving Fable time in the qualification process.
• Over 20X ROI on a Single Deal: Fable has already seen more than 20X ROI from their first Sagetap deal — with more late-stage opportunities still moving through the funnel.

Full Transcript

Haley Sayres: I'm the Head of Go-to-Market here at Fable Security.

Fable is a human risk management platform. We identify your riskiest employees and we create really tailored interventions to improve their behavior. And we're really building this product for enterprises who want to move away from a security awareness training program that's really compliance checkbox–driven to a program that's actually meaningfully improving employee behavior.

Sagetap has been an incredible source of really high-quality leads in the exact target markets that we are targeting.

What I've been reflecting on a lot with Sagetap is how beneficial it's been across our entire kind of maturity, so when we first got on Sagetap, we were a seed-stage company, so I'd say initially it was a little more exploratory. We were trying to get our message out there. We were trying to pitch, see what use cases resonated, how our product and differentiation was landing in the market. So we used Sagetap really to get that signal and get that feedback early on.

We got that really quickly, so it quickly then evolved to being a pretty big channel for us in terms of driving real pipeline opportunities.

So we moved then to running campaigns where we were very clear about the ICP we're going after, and we could do a lot of upfront qualification to make sure they were a good fit for us.

I also worked pretty closely with my account manager/CSM at Sagetap, who gave me a lot of advice on how to drive traction, create campaigns that people really wanna interact with.

Now that we've actually brought on a larger sales organization, we're pivoting towards using it for more prospecting. So actually proactively looking for Sages who meet our ICP, and now reaching out to them as well.

We have closed one deal to date, a bunch that are still in later stage. But with just that one deal, we're already at over 20X ROI on Sagetap,  so it's been a really good investment just with the one deal, and it's only going up from here with a lot of additional pipeline.

The Sagetap team made it really easy to test the product, and it very quickly became clear that this was gonna be a really good channel for us.

The Sages that we've talked to have come in really having researched Fable, having thought deeply about our problem space, having really good questions about our product. They answer all of our qualifying questions ahead of time really thoroughly, so we get a lot of good context we can use to qualify them in and out, and then they've given really thorough feedback at the end of every call. So it's been a great bonus that the Sages have been so qualified and engaged with us throughout.

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