How Runway runs cold outreach with SuperSend

Runway is FP&A for high growth teams. We run cold outreach at scale — managing large pools of sending infrastructure across Mission Inbox, Google Workspace, and Microsoft 365. I oversee the infrastructure decisions: which sequencers we use, how we structure our inbox architecture, and making sure our sending operation can grow without breaking.

We were running another tool as our sequencer, and the fundamental problem was sequential campaign execution. If Campaign 1 was running and I launched Campaign 2, Campaign 2 would wait for Campaign 1 to finish before it could start sending. At the scale we operate — and the scale we're building toward — that's not a minor inconvenience. It means your sender capacity sits idle while one campaign monopolizes the queue. We also had no real visibility into which specific inboxes were performing and why. When one campaign outperforms another, you need to know if that's your messaging or your sender quality. Our other tool didn't give us that.

A few things aligned. We were already using OutboundSync for CRM syncing, and I knew SuperSend was building a native integration. That mattered to us because we needed our outbound activity to flow back into our systems without manual exports. But honestly, the thing that made me pay attention was how Kurtis responded to a very specific technical question about campaign scheduling. He didn't give me a sales answer — he walked me through the exact architecture: parallel campaigns running simultaneously, round-robin sender distribution, real-time capacity allocation across campaigns, no limits on senders per campaign. He understood the problem before I finished explaining it.

Skepticism. Jeff and I had been burned by vendors who overpromised and spent the next two years patching bugs. We've learned to watch what a team does, not just what they say. So we set a signal: how fast would Kurtis deliver on the OutboundSync integration? That was our test. It shipped in under two weeks. That's when we started taking it seriously.

Faster than expected. I did a bulk upload of senders and it just worked. My actual reaction in the moment was: "Boom, it's done. It's too easy — where's the catch?" Kurtis personally recorded screen-share walkthroughs for the setup steps that needed DNS configuration — including one at 9pm. That's not normal support behavior and it set the tone for the whole relationship.

Sending infrastructure was setup through Mission Inbox, and connecting 40+ domains to SuperSend was simple: we added our Mission Inbox API key and SuperSend synced all of our domains instantly. From there SuperSend builds mailboxes on top of our Mission Inbox infrastructure, and this was as easy as importing a spreadsheet. Hundreds of mailboxes instantly available and ready for sending.

Kurtis shows up. That's the short version. The longer version: any time I had a technical question or something didn't make sense in the interface, I got a real answer — not a link to a help article. He answered a detailed infrastructure question with a 500-word breakdown covering parallel execution, demand allocation, and placement testing visibility. He recorded video walkthroughs. He was on Slack at 9pm if I needed something. When things changed on our end and we made a decision that wasn't in SuperSend's favor, he handled it with more grace than most founders would. That matters when you're deciding whether to come back.

Real-time parallel execution across campaigns — with the visibility to prove it. I can see capacity being distributed across campaigns as it happens. Coming from a tool where Campaign 2 sat in a queue behind Campaign 1, that dashboard felt like getting control tower access for the first time. If another operator came to you and asked about SuperSend, I'd say: before you compare pricing or features, ask any tool you're evaluating one question — can you run ten campaigns simultaneously with hundreds of inboxes and have them all send in parallel, right now? Most can't. And then ask what happens when you need help at 9pm setting up MX records. SuperSend can answer both. Since setting up with SuperSend, our outbound infrastructure has stopped being the bottleneck. We're building toward serious sending volume, and for the first time the sequencer isn't the thing I'm worried about.