A twelve-month program to open $3.1M of net-new pipeline for Graas across Indonesia, Malaysia, Singapore and the Philippines.
Graas just closed a $17M Series B and folded in Trustana, pairing Trustana's product-data platform with Graas's commerce agents into one Commerce Knowledge Graph. The product story has never been stronger. What the newly combined regional team needs is a dedicated engine that convenes senior commercial, operations and digital leaders and converts them into net-new pipeline.
NO BS, led by Yuri Bhanage, runs peer-led rooms with the commercial, operations and digital leaders who decide on AI sales tools at $100M+ brands, distributors and retailers across Indonesia, Malaysia, Singapore and the Philippines.
Your buyers, by market
Projections
The fundamentals
The program at a glance
What you get
Target list. Named commercial, ops and digital leaders at $100M+ brands, distributors and retailers across your four markets.
The access. Senior, in-person sessions co-led by Graas and NO BS, built around AI in commerce and the future of field sales.
Meetings. Qualified 1-on-1s, tracked by name and stage in your CRM.
Reporting. A live dashboard of all activity, plus weekly progress meetings.
Why it works
Fast to redeploy. The same convene-and-convert motion running today across marketing, supply-chain and AI-founder audiences, redirected to your buyer.
The model. Give before you take: senior access peers can't reach on their own.
Validated. Proven with senior enterprise and technology leaders across the region, see the proof.
Conversion. 70% of participants to 1-on-1s; 40% of those to CRM opportunities.
Scale. ~10,000 senior commercial, ops and digital leaders across your four markets.
Why it's low risk
Cost. $6K per month for twelve months, a predictable, defined line item.
Payback. On the default numbers, eight projected new logos are worth $600k in signed value, 8.3× the $72k first-year fee, before any account expansion.
Phased. Indonesia and Singapore first, then Malaysia and the Philippines.
Transparent. Every name, stage and week visible, nothing in a black box.
Graas has the platform and the funding. The growth is in the rooms where the AI-commerce decision actually gets made.
An AI sales assistant or conversational-commerce deal is a considered, cross-functional buy, decided by the commercial, operations or digital leader who owns the P&L it touches, then rolled out across field teams or storefronts.
The net-new growth sits with that senior population at $100M+ brands, distributors and retailers across your four markets.
Those relationships take time to build, exactly when a newly-funded, newly-combined team is under the most pressure to show enterprise traction fast.
Why are these rooms hard to reach?
Everyone is pitching "AI" right now
Commercial and ops leaders at these brands get bombarded daily with "AI-powered" sales pitches from every vendor in the category. Another cold AI-vendor pitch, even a real one, doesn't land.
A newly-combined team can't also prospect four markets
Integrating Trustana's team and product into Graas, while hiring GTM leaders in India and Thailand, doesn't leave room to build senior relationships from scratch in Indonesia, Malaysia, Singapore and the Philippines.
The decision sits above the demo
A $50-100K, 6-9 month deal isn't won on a product demo to a mid-level champion. It needs the commercial or digital leader who owns the budget in the room, on a topic they care about, not a feature walkthrough.
Give before you take.
Behind every senior enterprise deal that closes in this region is a peer-to-peer relationship, built on trust, credibility and a shared point of view. You earn it by giving first, not by asking.
Spearfish in a small elite pond, not hit-and-hope
Decision making in APAC is top heavy. A dozen of the right people in an intimate setting beats a thousand badge scans.
Reach out like a peer
A real message from a real peer, about something they care about. Not InMail, not AI-slop emails, definitely not cold calls.
Offer something they want, not something you want to give
A real conversation on real issues with real peers. Not whitepapers, webinars or demos.
Share your point of view
Project credibility through your point of view, told through stories, experience and insight. No slide decks.
Earn the 1-on-1, never demand it
You've built credibility, authority and goodwill before your ask. The follow-up is more organic and more to-the-point because they already know and respect your point of view.
This isn't theoretical. We convene the exact senior rooms, then convert them.
We convene the senior people you need to reach into a room they actually want to be in, then convert. Here's that motion working across clients, industries and geographies. It's the same motion we'd run for Graas with commercial, operations and digital leaders.
Proof point
Future of creator marketing lunch in Singapore
Who we did it for: Serious Fluence, a creator-marketing company. We co-hosted the lunch with their CEO, Prem, on the future of creator marketing. See the post on LinkedIn ↗
The ICP in the room: senior leaders (director and above) from named target companies. The mechanic, convene the exact seat you need, then convert, is identical whatever the title on the badge.
Why it maps to Graas: same motion, different seat. We put a curated senior group in a room they wanted to be in, on a topic they cared about, then converted. It is the identical play we would run to open Graas's pipeline with commercial and digital leaders at brands, distributors and retailers across your four markets.
In the room: peers across consumer brands, platforms and agencies.
More proof points
Integrate: CEO dinner event in Singapore
An evening for B2B marketing leaders, co-hosted with the CEO of Integrate, on the revenue impact of trusted marketing data. View the post on LinkedIn ↗
In the room:
ByteDance: outbound to AI founders and CTOs
No event here: a direct, peer-to-peer outbound motion we ran for ByteDance's BytePlus AI product. 30 meetings in 3 months booked straight into the calendars of founders, CEOs and CTOs at AI and technology companies, with 5 progressing to POC. Proof the same convene-and-convert discipline works with technical buyers, one on one, not just in a room.
Who we met:
Serious Fluence: Creator marketing lunch in KL
A private lunch in Kuala Lumpur, co-hosted with the CEO of Serious Fluence, for B2C marketing leaders, on creator marketing. View the post on LinkedIn ↗
In the room:
Gimmefy: Brand marketer lunch in Singapore
A lunch event in Singapore, co-hosted by the CEO of Gimmefy, for brand marketers navigating the shift to AI. View the post on LinkedIn ↗
In the room:
Your buyers: senior commercial, operations and digital leaders at $100M+ brands, distributors and retailers across your four markets.
Three buyer groups own the AI-commerce decision: Brands/Manufacturers and Distributors/Wholesalers (buying an AI Sales Assistant for field agents, then analytics), and single-brand Retailers (buying Conversational Commerce, onsite or WhatsApp).
| Buyer groupdirector and above, 1,000+ employee companies | Indonesia | Malaysia | Singapore | Philippines | Total |
|---|---|---|---|---|---|
| Brands/ManufacturersChief Commercial Officer, VP/Head of Sales, Head of Trade Marketing, Head of Field Sales, Chief Digital Officer | 2,500+ | 934 | 1,500+ | 885 | ~6,000+ |
| Distributors/WholesalersHead of Sales, Commercial Director, Head of Distribution/Channel Sales, COO | 428 | 52 | 90 | 73 | 643 |
| Retailers (single brand)Head of E-commerce, Chief Digital/Commerce Officer, VP Digital Commerce | 2,500+ | 371 | 563 | 778 | ~4,000+ |
| Total senior buyers | ~5,600+ | ~1,000+ | ~2,000+ | ~1,500+ | ~10,000+ |
Methodology. LinkedIn Sales Navigator, September 2026. Seniority = Director, VP and CXO. Function = Sales, Operations, Purchasing and Business Development. Company size = 1,000+ employees, our proxy for your $100M+ revenue floor since LinkedIn has no revenue filter. Brands/Manufacturers = Food & Beverage, Personal Care, Computers & Electronics, Motor Vehicle and Pharmaceutical Manufacturing industries. Distributors/Wholesalers = the Wholesale industry. Retailers = Retail and Retail Apparel & Fashion industries. Cells shown as a plain number are exact Sales Navigator counts (the entire Distributors row, all four markets, is exact); cells with a "+" are where LinkedIn caps the live display, so read those as floors. Buyer titles by segment are our proposal, not yet confirmed with Ankit, refine on kickoff. Thailand is excluded, already covered by an existing lead-gen partner for six months. Named, de-duplicated target lists per market and segment are built on kickoff.
Sequence. Indonesia and Singapore run first, then Malaysia and the Philippines. Every market is worked senior-first, account by account.
Where we'd start, and how fast.
The ICP puts a real number on it: roughly 10,000 senior commercial, operations and digital leaders across your four markets, at $100M+ companies. Here is the sequence.
How we'd phase it across 12 months
Phase 1 (0-6 months): Indonesia and Singapore, run in parallel from month one.
Phase 2 (6-12 months): Malaysia and the Philippines, then deepen all four as results land.
Within each phase, the motion:
- Find the right peopleBuild the named target list from the ICP: commercial, ops and digital leaders worth a room, at $100M+ brands, distributors and retailers.
- Reach out like a peerReal messages from real people to the few who matter, not a sequence tool running on its own, or another "AI-powered" cold pitch.
- Amplify with PRPair rooms with press coverage, thought leadership and industry events so each one compounds.
- Convene the roomSmall, senior, co-hosted sessions on AI in commerce and the future of field sales, the kind of room they actually want to be in.
- Earn the 1-on-1Every room converts into named 1-on-1s, and we sit in every meeting that matters.
- Live trackingDashboards on activity, conversion and deal progression in your CRM, so you always see the pipeline.
- Weekly updates with usA standing weekly check-in where we walk the numbers together and agree the next moves.
What the program is worth, in your terms.
NO BS takes full accountability for the top of this funnel. The defaults below reflect what we typically see, but move the sliders to your own numbers to get a real view of what this NO BS x Graas collaboration could produce.
Default sliders reflect our working estimate over 12 months: 16 rooms × 8 senior leaders is about 128 reached, 80% to a real 1-on-1 (102), 40% of those to a sales opportunity (41), about a 20% win rate on close (8). At a $75,000 average ACV that is $3.1M in pipeline and $600k of signed annual contract value, roughly 8.3× the $72k in first-year fees, before any account expansion across markets or modules. Move the sliders to your own numbers.
Operators, not consultants.
Most firms sell you a plan. We are the team that executes it, in the room, from month one.
Moving Asia from strategy deck to P&L.
More on NO BS ↗
NO BS is a sales execution firm that helps enterprises build pipeline and close deals across APAC.
We don't advise from the sidelines or theorise about markets, we work in them: running outbound, winning meetings, hosting sales conversations, building pipeline, closing deals and learning directly from buyers.
Yuri Bhanage, CEO
Led by CEO Yuri Bhanage, who brings 15+ years of hands-on sales experience in Asia, across SE Asia, China, India and the US, from Fortune 500 to seed-stage startups. Selling to enterprise clients like AIA, Accenture, EY, KPMG, Braze, Almosafer, American Express and New Relic. Connect on LinkedIn ↗
Before sales, Yuri trained and worked as an engineer in supply chain and manufacturing, including roles at Eastman (global chemical manufacturing) and Larsen & Toubro (engineering and heavy manufacturing). The manufacturing, distribution and supply-chain world Graas sells into isn't a script learned for the pitch, it's where he started his career.
Ajay Mohan, Adviser
Founder of Enfactum, building go-to-market systems for tech companies entering Asia since 2009. Nine years running partner and digital marketing for Intel across APAC before that. Connect on LinkedIn ↗
Rahul Gokhale, Director
Brings a senior operating perspective from large, complex organizations, with leadership roles at Microsoft, Zendesk, KPMG, Deloitte and Korn Ferry across customer success, partnerships, transformation and leadership. Connect on LinkedIn ↗
Case studies
Serious Fluence
50 meetings in 3 months with senior B2C marketing leaders from the likes of Google, Airwallex, Samsonite and Estée Lauder.
ByteDance
30 meetings in 3 months with founders and CTOs for the BytePlus AI product, 5 progressing to POC stage.
WhyQ
Built an outbound enterprise sales motion from scratch, leading to a US$200K+ enterprise deal closed in the first 3 months.
Why NO BS
Results from month one
Outreach, meetings and pipeline building from day 1, landing in the first month, not after a long ramp.
Enterprise access, without the overhead
Reach the top levels of the enterprises you want, without investing millions in a market-development team to get there.
Results that count, not theories
Meetings, opportunities and deals, tracked by name. Not market theories or a strategy deck that sits on a shelf.
What we'd need from you.
We can get into a lot more detail from here, but four questions first.
- Do the projected outcomes align with your targets?
- What questions do you have on our approach?
- How big a priority is this for you?
- What budget can you allocate to achieve these outcomes?