Brooke Hattie · Apr 22, 2025 · Case Studies
About this engagement
Our client is a fast-growing company with a strong inbound motion. Their marketing funnel was generating consistent inbound leads, and they wanted to launch an outbound SDR team for the first time.
They brought us in as their RevOps and GTM partner, to configure their systems and to build a repeatable, data-driven outbound engine from scratch.
Our partnership enabled the following results:
The Challenge
There was no outbound motion to build on: no playbooks, no tooling configured for it and no rep workflows. Salesforce wasn't set up for SDR work and lacked the automation, visibility and segmentation that prospecting needs. The Outreach integration was misconfigured, which caused sync issues and inconsistent reporting.
The AE team's calls were being flagged as spam, which cut connect rates and hurt how prospects saw the brand. Nobody knew how many accounts and contacts a rep could work at once, so capacity planning was difficult, and there was no scalable way to source new prospects, enrich the data or prioritize outreach by ICP fit. They had also recently bought tools like Unify whose features, mailbox warming and outbound sequencing among them, were going unused.
The Solution
We worked with our client's revenue leader to architect the whole outbound motion. We started by sharing our 10 key RevOps components for a successful outbound strategy and running a gap analysis against them, which set the tracks we built.
At a high level, here is what changed:
| Before | After | |
|---|---|---|
| Outreach and Salesforce out of sync, with inconsistent reporting | → | One clean integration, with Salesforce as the source of truth |
| AE calls flagged as spam, with low connect rates | → | Caller ID fixed and parallel dialers connected to the CRM |
| No way to source prospects at scale | → | ICP-fit lists scraped and enriched from ZoomInfo automatically |
| No view of rep capacity | → | A data-backed view of how many accounts and contacts a rep can work |
| Unify features going unused | → | Unify warming additional mailboxes to scale outbound email |
And now, here is how we got there.
Clean systems and data
We integrated every system, deduplicated records and made Salesforce the source of truth, then reconfigured the Outreach and Salesforce integration so data flowed cleanly between them. We also found and closed the gaps in the tech stack, including using the existing Unify license to warm additional mailboxes.
The right accounts first
Prospect lists were scraped and enriched through ZoomInfo, filtered to ICP-fit accounts only. A tiering system built on SIC and NAICS codes segmented the high-fit accounts and guided prioritization, with automated outbound plays on top. One of the key triggers auto-called any prospect who opened an email three or more times, turning passive engagement into a follow-up.
Workflows and sequences
- Workflow. Qualified leads go to the right sequence automatically, and contact and account status is tracked automatically.
- Sequence categorization. Sequences are organized by segment, team and stage, with A/B testing built in.
- Outreach structure. Leads move through Not Working, Working, Engaged, Responded and Demo Booked, so reps know what to work next.
- Email warming. Email volume rose gradually to build a positive sender reputation and stay out of spam filters.
Calling at volume
Parallel dialers connected to the CRM raised call volume, the sales team was trained on them, and the caller ID issues that had flagged calls as spam were fixed.
Ramp plan and reporting
We wrote a ramp plan for the new SDRs and gave management the tools and reporting to performance manage them. Dashboards track the key indicators and how well outreach is working, including the view of how many accounts and contacts a rep can work at once.
The Results
The impact of the SDRs is clearest year over year, which accounts for seasonality. In January 2024 the AE team generated 28 SALs. In January 2025, with the new SDR team supporting them, that number had nearly doubled to 55. February rose from 42 SALs to 75. Across the first two months of the year, the SDRs drove an 85% increase in SALs.
In just two months, the newly built SDR team has directly sourced a $138K increase in revenue, which shows both the quality and the momentum of the outbound motion.
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