Outbound SDR Engine Build
A 12-16 week installation of the Aaron Ross Predictable Revenue methodology (role specialization, Cold Calling 2.0, Seeds/Nets/Spears) layered with T2D3 proprietary IP for $3-30M ARR B2B SaaS teams that have either no SDR team or an existing SDR team where AE acceptance is below 60%. Stands up the ICP and Tier-1A/1B/2 Spears list, the 40-trigger event library, the Cold Calling 2.0 sequence pack with Pain-Claim-Gain copy and AI-personalization governance, the 2026 outbound stack (CRM/sequencer/data/intent/deliverability), the Roberge-style hiring scorecard plus the 30-60-90 ramp and SDR comp plan, the SDR-to-AE handoff SLA tied to MEDDPICC fields, the management/coaching cadence, and the leading/lagging dashboards plus forecasting model. Reference methodology: https://predictablerevenue.com/. Total scope: 7 modules, 33 sections, 92 tasks, ~310 hours of canonical effort. T2D3 stage emphasis: Triple 1 -> Triple 2 (the highest-leverage growth lever at this stage).
M1 - ICP & Account Strategy (Spears List Build)
Define who we sell to, build the Tier-1A/1B/2 Spears list, codify the trigger-event library (40 B2B SaaS triggers with data sources and freshness windows), map personas with Pain-Claim-Gain copy, and ship a sanitized account-and-contact list that all downstream modules consume. STOP focus: Standardize (ICP definition) + Templatize (Tier list, trigger taxonomy). Syntropy: Navigator-heavy (CRO + Head of SDR) with Engineer support on the data pipeline.
S1.1 - ICP Definition & Tiering
Define ICP firmographics, build the Tier-1A/1B/2 account list, document the 5 auto-disqualifier rules, and size TAM/SAM/SOM for the Spears motion. The load-bearing first section: every downstream task is contaminated if the ICP is wrong.
Define ICP firmographics (industry/size/geo/tech-stack)
The ICP definition is the load-bearing artifact for the entire Spears motion (Aaron Ross's Predictable Revenue term for named-account outbound). Every downstream task — list…
Build Tier 1A/1B/2 account list (whales/core/expansion)
Tiering is how you avoid the cardinal Spears error: spreading equal effort across every account. A named whale and a generic expansion account should never receive the same…
Document the 5 auto-disqualifier rules
Disqualifiers are the cheapest single intervention to lift AE acceptance. The handoff war is usually a list problem disguised as a people problem: when SDRs work the wrong…
Size TAM / SAM / SOM for the Spears motion
TAM/SAM/SOM sizing is the reality check that connects your account list to your headcount and comp model. It answers the question every Spears build must answer before hiring: is…
S1.2 - Trigger Event Library
Build the canonical 40-trigger B2B SaaS library with data sources (UserGems/Common Room/6sense/LinkedIn/SEC/Bombora) and freshness windows, stand up the trigger-ingestion pipeline in Clay, and define the signal-stacking rubric that decides when triggers compound. T2D3 IP, downstream-consumed.
Build the 40-trigger B2B SaaS library (DOWNSTREAM IP)
The trigger library is the difference between cold outbound and timed outbound. Champify research shows triggered outbound converts at roughly 37% win rate vs 19% for cold —…
Build trigger-ingestion pipeline (Clay/Common Room/UserGems)
A trigger library is a static document until something refreshes it daily and routes the hottest accounts to SDR queues. This pipeline is that operational mechanism — it converts…
Define the signal-stacking rubric (when do triggers compound?)
A single trigger is good; stacked triggers are exponentially better. When an account shows funding and a leadership change and a hiring spike at once, it is in a near-ideal buying…
S1.3 - Account & Contact List Build
Pick the primary data provider (Apollo vs ZoomInfo vs Clay vs Cognism) via blind-sample evaluation, build the master Clay table template (the operational center of M1), configure LinkedIn Sales Navigator account searches, and route accounts to SDR territories with route-exclusivity rules.
Pick primary data provider (Apollo vs ZoomInfo vs Clay)
The data provider decision cascades everywhere: bad emails tank sender reputation, bad phones waste SDR dial time, and stale firmographics corrupt your ICP filtering. It is also…
Build the master Clay table template
The master Clay table is the operational center of M1 and the backbone of the entire engine. Every other module references it — M2 reads the trigger and tier columns to match…
Configure LinkedIn Sales Navigator account searches
Batch data providers give you a snapshot; Sales Navigator gives you a live stream. The highest-converting signals — leadership changes and content engagement — surface on LinkedIn…
Route accounts to SDR territories (rules + round-robin)
Routing rules exist to prevent the two most lethal conflicts in an outbound team: an SDR cold-emailing an AE's named account (the AE-vs-SDR war), and two SDRs touching the same…
S1.4 - Persona Research & Pain Mapping
Write Pain-Claim-Gain copy blocks per persona (T2D3 IP) and map at least 3 contacts per Tier-1A account for the multi-threading requirement. Without persona-level Pain-Claim-Gain, sequences default to feature-listing - the dominant 2026 cold-email failure mode.
Write Pain-Claim-Gain copy block per persona
Pain-Claim-Gain is T2D3 IP and the load-bearing copy mechanic of the whole engine — it's what lets a 4-person SDR team match the reply rate of a 12-person team that lacks it.…
Map at least 3 contacts per Tier-1A account
Multi-threading is the largest single lever on enterprise close rate. In 2026, buying committees run 6-10 internal stakeholders, and deals with 3+ engaged stakeholders close 2.5x…
S1.5 - List Sanitation & Routing
Validate every email through NeverBounce/ZeroBounce (target <2% bounce), validate phone numbers and flag Do-Not-Call list matches, and dedupe against the CRM so SDRs do not cold-email an AE's named account. The most-overlooked operational pre-launch step that decides whether the engine ever reaches steady state.
Run email validation through NeverBounce/ZeroBounce
Email validation is the single cheapest intervention to keep deliverability healthy, and skipping it is the #1 cause of week-2 sender-reputation collapse. Since the 2024…
Validate phone numbers; flag DNC
Phone validation directly compounds with dialer choice. A 30% bad-number rate is common in raw Apollo/ZoomInfo data — so an SDR making 80 dials into a 70%-good list is really…
Dedupe against CRM; respect AE-owned accounts
Deduplication against the CRM is the operational firewall against the #1 source of AE-vs-SDR conflict: an SDR cold-emailing an account an AE already owns. Before any account…
M2 - Sequence & Channel Design (Cold Calling 2.0 Modernized)
Ship the Cold Calling 2.0 sequence pack - multi-channel (email + LinkedIn + phone), trigger-matched variants, Pain-Claim-Gain encoded - with the AI-personalization rubric and the multi-channel cadence design. T2D3 IP: the 6-step Cold Calling 2.0 template, Pain-Claim-Gain copy blocks, AI-personalization governance gate. STOP focus: heavy Templatize. Syntropy: Scribe (copy), Engineer (sequencer), Navigator (governance).
S2.1 - Cold Calling 2.0 Sequence Skeleton
Ship the canonical 6-email Cold Calling 2.0 cadence template pack (referral request, value, insight, case-study, multi-thread, breakup) with each email keyed to a Pain-Claim-Gain block from M1. T2D3 IP, downstream-consumed by country-expansion.
Ship the 6-step Cold Calling 2.0 cadence template pack (DOWNSTREAM IP)
This is the canonical T2D3 cadence IP that every downstream module reuses — including the country-expansion playbook, which localizes these six emails as its base. The structure…
Write the Cold Calling 2.0 referral-email v1
The referral email is the signature Predictable Revenue mechanic and the single highest-leverage email in the entire sequence. Instead of pitching the buyer, you ask a senior exec…
Write the breakup ('closing your file') email
The breakup email is consistently the highest-reply email in the sequence — and on many campaigns it is the only email that earns a reply. It works on loss-aversion psychology:…
S2.2 - Trigger-Matched Sequence Variants
Author the four trigger-matched sequence variants - funding round, leadership change, hiring spike, tech-stack/churn-signal - each with the right freshness window and lead-with-empathy framing. Triggered outbound wins 37% vs 19% cold (Champify research).
Funding-round-triggered sequence variant
A newly-funded account (Series B+) sits in a near-ideal buying state: explicit budget just landed, the board expects it deployed, and the exec team has a roughly 90-day window to…
Leadership-change-triggered sequence variant
A leadership change is the #1 buying trigger in B2B SaaS, and this variant is the highest-converting sequence in nearly every deployment. The reason: a newly-hired C-level brings…
Hiring-spike-triggered sequence variant
A hiring spike — 5+ relevant role postings in 30 days — signals a function actively scaling, which means an acute, current operational pain. This variant works by reframing the…
Tech-stack / churn-signal sequence variant
When a target shows competitor-evaluation or incumbent-dissatisfaction signals — a G2 review of a competitor, a technographic loss of the incumbent, a public complaint on Reddit…
S2.3 - AI Personalization Governance
Write the AI-personalization rubric (when AI helps vs hurts) - T2D3 IP - build the Clay/Apollo opener prompt library, and write the brand-voice doc that constrains AI output. The governance gate: all new AI copy passes human review until sustained <10% edit rate over 2 weeks.
Write the AI-personalization rubric (when AI helps vs hurts)
AI is the single most over- and under-used lever in 2026 outbound. Used where it has real edge — enrichment, signal-stacking, opener personalization, segmentation — it lets a…
Build the Clay/Apollo AI opener prompt library
The opener is the one place the AI-personalization rubric (S2.3) says AI clearly helps — but only if the prompts are engineered to reference specific, recent, true facts. A…
Write the brand-voice doc (constrains AI output)
Left unconstrained, every AI personalization tool drifts toward the same LinkedIn-sales-cliche voice — "synergize," "thought leader," "I noticed your interesting work." The result…
S2.4 - Multi-Channel Cadence (Email + LinkedIn + Phone)
Design the 12-touch / 21-day multi-channel cadence (email + LinkedIn + phone), write the cold-call script template, and define the LinkedIn touch pattern (connect -> view -> comment -> message). Multi-channel lifts response 287% vs single-channel.
Design the 12-touch / 21-day multi-channel cadence
Email-only sequences are dead in 2026 — inbox saturation and tightened deliverability rules mean a single channel no longer breaks through, especially at the Tier-1A tier. The fix…
Write the cold-call script (open, value, ask)
The phone is the most under-used channel in modern outbound and the one that most reliably accelerates a multi-channel cadence (S2.4). A good script gives a rep a baseline to…
Define LinkedIn touch pattern (connect -> view -> comment -> message)
LinkedIn is the second-largest reply-rate lever after multi-channel orchestration (S2.4) — but only when run as a relationship-warming sequence rather than a pitch-on-connect…
S2.5 - A/B Testing & Iteration
Set up the sequence A/B testing framework, schedule the weekly Friday 30-min sequence-review ritual, and define the sequence-deprecation rule that keeps the sequencer clean. The Optimize loop on the templated sequences.
Set up sequence A/B testing framework
Without a structured A/B framework, sequence iteration degrades into anecdotal opinion-trading — "I think the new subject line is better" — and the team's average reply rate…
Schedule weekly sequence-review ritual (Fri 30min)
Cadence is what compounds. The A/B framework (S2.5) is just a tool until a recurring ritual turns its outputs into decisions — and without a weekly review, sequences stagnate…
Define sequence-deprecation rule (when to kill a sequence)
A cadence template pack (S2.1) without a deprecation rule accumulates dead sequences forever, and the team's average reply rate decays mathematically as low performers keep…
M3 - Tech Stack Build (CRM + Sequencer + Data + Intent + Deliverability)
Stand up the 2026 outbound stack - CRM data model with MEDDPICC fields, sequencer selection, data/intent provider stack, dialer + conversation intelligence, the deliverability runbook (DMARC/SPF/DKIM/Warmup) that keeps the whole thing landing in inboxes, and the activity reporting foundations that M7 dashboards build on. STOP focus: Standardize (CRM data model). Syntropy: heavy Engineer; Navigator on vendor selection.
S3.1 - CRM Data Model & MEDDPICC Fields
Add MEDDPICC fields to the opportunity object (cross-playbook with sales-methodology), decide the lead-vs-account-vs-contact CRM model, and sign the joint SQO definition (SDR + AE + RevOps). Without a signed SQO definition, AE acceptance plateaus below 50%.
Add MEDDPICC fields to opportunity object
This task is the operational concretization of the MEDDPICC discovery framework inside the CRM. The sales-methodology playbook defines MEDDPICC; here you build the matching fields…
Decide lead vs account/contact model
The lead-based vs account-based CRM decision is a one-time choice with multi-year consequences — reversing it later means a multi-month migration with downtime risk. For…
Sign the joint SQO definition (SDR + AE + RevOps)
The handoff war's #1 root cause is a definitional gap: the SDR thinks meeting-booked = qualified, while the AE thinks budget-confirmed = qualified. Until all three roles agree in…
S3.2 - Sequencer Selection & Setup
Pick the sequencer (Outreach / Salesloft / Apollo / Smartlead) on integration depth, deliverability features, and AI-personalization ergonomics, configure bidirectional CRM sync (activity + reply state), and import the M1 lists into the sequencer with proper routing.
Pick sequencer (Outreach vs Salesloft vs Apollo vs Smartlead)
The sequencer is the second-largest single tech decision after CRM choice — switching costs are high because it means migrating every sequence and retraining the team's daily…
Configure bidirectional CRM sync (activity + reply state)
Bidirectional sync is the single biggest source of brand-damage prevention in the stack. Activity (call, email send, reply) and state (opted-out, replied, bounced) must flow to…
Import M1 lists into sequencer with proper routing
This task is where M1 (account list build) connects to the SDR's day-to-day work. The pipeline is Clay to CRM to Sequencer to SDR queue — and when it works, an SDR opens the…
S3.3 - Data + Intent Provider Stack
Pick the intent provider (UserGems / Common Room / 6sense / Bombora / G2) - stack 2 not 4 to avoid tool fatigue - pipe intent signals into the Clay table on a daily refresh, and build the Apollo -> ZoomInfo -> manual enrichment waterfall.
Pick intent provider (6sense vs Bombora vs G2 vs UserGems)
Intent data is what turns the M1 trigger library from a static list into a live signal stream — but the discipline that matters most is stack two providers, not four. Teams that…
Pipe intent signals into Clay table
A signal is only worth acting on while it is fresh. This task wires the chosen intent providers into the Clay table so signals flow daily into the trigger column, get filtered…
Build the enrichment waterfall (Apollo -> ZoomInfo -> manual)
An enrichment waterfall is a 30-50% cost saver versus single-provider strategies: you try the cheapest source first, fall back to a richer (pricier) source only on a miss, and…
S3.4 - Deliverability Runbook (DMARC/SPF/DKIM/Warmup)
Write the T2D3 deliverability runbook (T2D3 IP) covering DNS records, the cold-domain pool, mailbox warmup with Mailreach/Warmy, and the daily monitoring dashboard. The #1 cause of week-4-8 campaign failure is skipped or insufficient warmup.
Write the T2D3 deliverability runbook
This is T2D3 IP and the most expensive thing to get wrong in the entire engine — a skipped or sloppy deliverability setup tanks sender reputation and forces a full campaign…
Register and configure 4-8 cold-email domains
The cold-domain pool is the operational separation that keeps your primary domain — used for invoices, customer support, and CEO communications — isolated from cold-outreach…
Configure mailbox warmup (Mailreach/Warmy)
Warmup is non-negotiable — the temptation to skip it for launch speed is the single most-expensive mistake in the playbook, causing full campaign teardown at week 4-8. The #1…
Build daily deliverability monitoring dashboard
A monitoring dashboard converts deliverability from a vague worry into a concrete operational practice. Without it, the team only learns about reputation collapse a week after it…
S3.5 - Conversation Intelligence + Dialer
Pick the dialer (power-dialer Orum/Nooks for SMB volume vs single-line Aircall for enterprise) and set up Gong/Chorus conversation intelligence as the foundation for the M6 weekly call-review coaching cadence.
Pick dialer (Aircall vs Orum vs Nooks)
The dialer choice cascades directly into SDR daily activity capacity — a power-dialer team can hit 80-120 conversations/day versus 30-50 for single-line, which compounds with the…
Set up Gong / Chorus conversation intelligence
Conversation intelligence is the largest single coaching-quality lever in the engine — teams with Gong or Chorus see SDR ramp accelerate by 2-3 weeks versus teams without. It…
S3.6 - Activity Reporting Foundations
Define the activity reporting data model (per-SDR daily/weekly: dials, connects, conversations, emails, replies, meetings, SQOs, AE-accepted opps, pipeline) and the personalization-token taxonomy. M7 dashboards build on this foundation.
Define the activity reporting data model
The activity data model is the foundation for both reporting (M7) and coaching (M6) — a sloppy model means dashboards lie and coaches make bad decisions. Before you build a single…
Define the personalization-token taxonomy
The token taxonomy is the operational mechanism that prevents the most-embarrassing class of mistake — the "Hi {first_name}" email that shows up in screenshot-shaming threads on…
M4 - Hiring & Ramp (T2D3 IP - Comp Plan + 30/60/90)
Hire SDRs against a Roberge-style scorecard, ramp them in 90 days against the canonical 30/60/90 plan, put them on a comp plan that aligns to AE-accepted-opp quality (not just meeting-booked volume), and stand up an SDR Manager when team size hits 5+. T2D3 IP fills the comp-plan + ramp-plan gap that Predictable Revenue (2011) leaves open. STOP focus: heavy Productize. Syntropy: Navigator (Head of SDR), Scribe (job spec, comp doc), Engineer light (CRM-quota tracker).
S4.1 - SDR Job Spec & Hiring Scorecard
Write the SDR job spec with Pain-Claim-Gain framing, build the 5-trait Roberge-style hiring scorecard (T2D3 IP, derived from The Sales Acceleration Formula), and write the role-play interview rubric for the highest-predictive-validity interview signal.
Write the SDR job spec
The job spec is the first artifact a candidate ever sees, and it does double duty: it screens out poor-fit applicants and it sells the role to the top-quartile SDRs who are…
Build the 5-trait Roberge-style hiring scorecard
This is T2D3 IP derived from Mark Roberge's *Sales Acceleration Formula, and it is the single largest retention lever in the entire hiring module: scorecard-derived hires retain…
Write the role-play interview rubric
The live role-play is the highest-signal hour in the entire interview process — its predictive validity for first-90-day SQO output (correlation 0.6-0.8) dwarfs every other…
S4.2 - Sourcing & Interview Process
Define the sourcing channel mix (LinkedIn Recruiter, RepVue, employee referrals - the highest-LTV channel), design the 4-step interview loop targeting <=10 business days elapsed, and lock in the manager-plus-peer reference-check protocol.
Define sourcing channel mix (LinkedIn, RepVue, referrals)
The sourcing channel mix determines the shape and quality of your candidate funnel before any interview happens. The strategic principle is to weight toward high-LTV channels and…
Design the 4-step interview loop
A well-designed interview loop balances signal density against speed: enough stages to score every hiring-scorecard trait, few enough that you stay inside the <=10-business-day…
Reference-check protocol (manager + peer)
References are the last cheap signal before a costly hire, and most teams waste them with vague "was X good?" questions that elicit equally vague praise. A structured protocol —…
S4.3 - 30-60-90 Ramp Plan
Ship the canonical 30-60-90 ramp plan (T2D3 IP), build the week-1 onboarding curriculum, define the day-30/60/90 graduation criteria, and ship the role-play scorecard for week-2 certification. Bridge Group benchmark = 3.2 months ramp.
Ship the canonical 30-60-90 ramp plan
This is T2D3 IP and the operational artifact that lets you hit the Bridge Group benchmark of ~3.2 months to full productivity. Without a week-by-week plan, ramp becomes "sink or…
Build week-1 onboarding curriculum
Week 1 sets whether a rep ever builds a real foundation in ICP, product pain-points, and value prop — the three things every later call depends on. The Friday checkpoint is the…
Define ramp graduation criteria (day 30/60/90)
Graduation criteria convert the 30-60-90 plan from a calendar into a performance contract: a rep advances because they cleared a measurable bar, not because 30 days elapsed. The…
Role-play scorecard for week-2 certification
The week-2 certification role-play is the gate between training and live customers. Its principle is simple and high-leverage: you do not ship a rep onto live accounts until they…
S4.4 - Comp Plan & Quota Setting
Ship the SDR comp-plan template (T2D3 IP - fills the Predictable Revenue gap) with the 70/30 base/variable mix and the AE-accepted-opp kicker, build the bottom-up + top-down quota-setting model, run the comp-plan scenario spreadsheet at multiple attainment levels, and roll out the comp plan to the team with worked examples.
Ship the SDR comp-plan template
This is T2D3 IP that fills the explicit Predictable Revenue gap — Aaron Ross's original work specifies the motion but never ships a concrete comp plan. The comp plan is the…
Build the quota-setting model
Quota is where good comp plans go to die. The classic fatal error is setting quota at "what the top performer hits at 100%," which produces a systemic 30-40% team attainment rate,…
Build the comp-plan scenario spreadsheet
The scenario spreadsheet is the cheapest single risk-reduction artifact in the entire playbook — four hours of analyst time catches a 7-figure comp-plan flaw before it ships. The…
Comp-plan rollout + SDR communication kit
A comp plan only changes behavior if reps understand the math and trust the why. The rollout is a morale lever: SDRs who grasp how every dollar is earned and believe the plan…
S4.5 - SDR Manager Hiring (When 5+ SDRs)
Gated section that fires only at 5+ SDRs reporting to one person: write the SDR Manager job spec and scorecard (avoid promoting top-rep without manager skills), and onboard the manager in their first 30 days (shadow every rep, audit every sequence, build a what's-broken memo). Two tasks - exempt from the 8-task floor per Decision 2 (cadence-driven gate).
Write the SDR Manager job spec + scorecard
When 5+ SDRs report to one person, you've crossed the threshold where a player-coach can no longer do both jobs well — you need a dedicated SDR Manager. The defining rule here is…
Onboard the SDR Manager (first 30 days)
A new SDR Manager's first-30-day memo is the highest-leverage artifact of their entire tenure. It is the one moment when their cross-functional pattern-recognition is freshest —…
M5 - SDR-to-AE Handoff (MEDDPICC Tie-In)
Ship the SDR-to-AE handoff SLA - required MEDDPICC fields, time SLAs by lead temperature, the 5-reason recycle-not-reject taxonomy, and the weekly joint review cadence - that lifts AE-accepted rate from baseline to 70%+ and ends the AE-vs-SDR cold war. Cross-playbook: MEDDPICC field definitions are owned by the parallel sales-methodology playbook (Wave 1); this module references those definitions. STOP focus: Standardize (handoff SLA contract). Syntropy: Navigator + Engineer + light Scribe.
S5.1 - Handoff SLA Contract
Ship the SDR-to-AE handoff SLA template (T2D3 IP, downstream-consumed) signed by SDR + AE + RevOps - required MEDDPICC fields, time SLA by lead temperature, multi-thread requirement, the 5 valid recycle reasons, and the rejection-not-recycle prohibition - and define the time SLAs by lead temperature (hot/warm/cool).
Ship the SDR-to-AE handoff SLA template (DOWNSTREAM IP)
The handoff SLA is the single contract that ends the AE-vs-SDR cold war. Without a signed, three-party agreement, "qualified" means whatever each rep wants it to mean — the SDR…
Define time SLAs by lead temperature
Hot leads are perishable inventory. The data is unforgiving: show rate degrades roughly 10% for every 24 hours of delay between handoff and first AE contact. A stacked-trigger…
S5.2 - MEDDPICC Field Mapping
Cross-playbook with sales-methodology: define which MEDDPICC fields are mandatory at SDR->AE handoff, add CRM validation rules (hard-stop, not soft-warning) so SDRs cannot mark stage 'SAL' without minimum fields, and write the SDR coaching doc on how to surface MEDDPICC in discovery without trying to act as closers.
Define the MEDDPICC fields required at handoff
This task is cross-playbook with sales-methodology. That playbook owns the full MEDDPICC framework definition; M5's job is narrower and sharper — decide which pillars are…
Add CRM validation rules for MEDDPICC fields
A handoff SLA that lives in a wiki is decoration. The difference between an SLA that works and one that decorates the RevOps wiki is hard-stop CRM validation. Under quota pressure…
Coaching doc: how SDRs surface MEDDPICC in discovery
Mandating MEDDPICC fields at handoff (prior tasks) only works if SDRs actually know how to surface that information in a live qualification call — without compromising the AE's…
S5.3 - Recycle-not-Reject Process
Document the 5 valid recycle reasons (closed taxonomy that prevents the 'I just didn't like this one' pattern that erodes morale) and stand up the CRM workflow that routes recycled opps back to the SDR queue with the AE's reason visible.
Document 5 valid recycle reasons
The closed recycle taxonomy is the single largest morale lever for the SDR team. The handoff war's deepest wound is not the rejected lead — it's the arbitrary rejection. An AE who…
CRM workflow: recycled opps return to SDR queue with note
A recycle reason that the SDR never sees is wasted. This workflow closes the loop on the AE-SDR feedback cycle: when an AE recycles an opp, the one-line reason routes back to the…
S5.4 - Joint Review Cadence (Weekly RevOps-led)
Operating cadence section - exempt from the 8-task floor per Decision 2. Schedule the Friday 30-min weekly joint handoff review (SDR + AE + RevOps; coaching, not blame) and build the AE-acceptance-rate dashboard with per-SDR / per-AE / per-trigger / per-tier panels.
Schedule weekly joint handoff review (Fri 30min)
Cadence is the antidote to handoff-war drift. A signed SLA with hard validation rules still decays from "enforced contract" to "wiki page nobody reads" within roughly 8 weeks…
Build acceptance-rate dashboard (per SDR, per AE, per trigger)
This dashboard is the diagnostic instrument for the entire M5 system. Aggregate AE acceptance is a comforting average that hides every real problem: a single team-wide "68%…
M6 - Management & Coaching Cadence
Install the recurring rituals that keep the SDR engine running - daily standup, weekly call-review-driven 1:1, weekly team meeting, monthly skip-level, monthly business review, peer call-review pods, and skills + output coaching tracks. The compounding work that turns a built engine into a productive engine. STOP focus: heavy Productize (cadence as a repeatable asset, not a person-dependent ritual). Syntropy: Navigator (SDR Manager), Scribe (1:1 templates), Engineer light.
S6.1 - Daily Standup + Weekly Team Meeting
Operating cadence section - exempt from the 8-task floor per Decision 2. Define the daily 10-min standup format (3 questions; avoid the 45-min discussion anti-pattern) and the weekly team meeting agenda template (metrics, sequence-of-the-week, role-play, recognition).
Define daily standup format (10min, 3 questions)
In a Cold Calling 2.0 SDR engine, the daily standup is the operational heartbeat that keeps a distributed Spears team aligned without becoming a meeting reps dread. Its single job…
Weekly team meeting agenda template
Where the daily standup surfaces blockers, the weekly team meeting is where the SDR engine compounds learning. It is the ritual that turns one rep's winning sequence into the…
S6.2 - Weekly 1:1 Cadence (Call-Review-Driven)
Operating cadence section - exempt from the 8-task floor per Decision 2. Ship the weekly 30-min call-review-driven 1:1 template (SDR picks 1 Gong clip, manager picks 1) and the monthly skip-level 1:1 with the Head of Sales for early-warning attrition signal.
Weekly 1:1 template (call-review-driven, 30min)
The weekly 1:1 is where SDR coaching either produces measurable behavior change or wastes 30 minutes a week per rep. The difference is entirely structural. A "how are you…
Monthly skip-level 1:1 with each SDR
The monthly skip-level is the cheapest, highest-signal attrition-prevention mechanism in the entire SDR engine. Once a month, each SDR gets a 30-minute 1:1 with the Head of Sales…
S6.3 - Coaching Tracks (Skills + Output)
Build the 4-skill x 5-level coaching rubric (research, opening, objection, close), define the output coaching rules (when to intervene; PIP ladder), and stand up the weekly peer call-review pods (4 SDRs / weekly) for compound learning at scale.
Build skills coaching rubric (4 skills x 5 levels)
A skills coaching rubric converts coaching from a manager-driven activity into an SDR-self-driven one. When every rep can see exactly which level they're at on each core skill,…
Define output coaching rules (when to intervene)
Where the skills rubric coaches how a rep sells, output coaching governs whether the numbers are moving — and when a manager must intervene. The failure mode without explicit…
Set up peer call-review pods (4 SDRs / weekly)
Manager-only coaching does not scale. Once an SDR team hits 8+ reps, a single manager physically cannot review enough calls, run enough 1:1s, and dissect enough objections to keep…
S6.4 - Monthly Business Review
Operating cadence section - exempt from the 8-task floor per Decision 2. Build the 90-min monthly MBR template (all SDRs + AEs + RevOps) and the quarterly board / leadership rollup pack with Pain-Claim-Gain framing on previous-quarter gap, lever pulled, and result.
MBR template (90min, all SDRs + AEs + RevOps)
The Monthly Business Review is the alignment ritual that prevents the AE-vs-SDR cold war from re-igniting. Putting SDRs, AEs, and RevOps in the same room for 90 minutes every…
Quarterly board / leadership rollup pack
The quarterly rollup is the mechanism that turns SDR-engine performance into a board narrative — and the narrative, not the raw numbers, is what gets the next round of SDR…
M7 - Reporting & Forecasting
Build the reporting layer - leading-indicator dashboard (activity/conversion), lagging-indicator dashboard (pipeline/revenue), SDR forecasting model with sensitivity analysis, pipeline aging report, cohort attainment tracker, tenure/attrition tracker, and the outbound CAC payback ratio. The iteration loop on the system. STOP focus: Optimize. Syntropy: heavy Engineer; Navigator on what-to-measure; light Scribe.
S7.1 - Leading Indicator Dashboard (Activity -> Conversion)
Build the leading-indicator dashboard (per-SDR daily/weekly activity + 4-week trend lines) and track funnel conversion rates per step (cold->connect, connect->meeting, meeting->opp, AE-acceptance, win) compared to 2026 benchmarks.
Build leading-indicator dashboard
In a Predictable Revenue / Cold Calling 2.0 engine, activity and conversion are the early-warning system. By the time pipeline and revenue (lagging indicators) move, the cause is…
Track funnel conversion rates per step
Raw activity counts tell you how hard a rep is working; per-step conversion rates tell you what's broken. This is the diagnostic core of the leading-indicator dashboard. A rep…
S7.2 - Lagging Indicator Dashboard (Pipeline -> Revenue)
Build the lagging-indicator dashboard (pipeline created, coverage ratio, closed-won influenced, CAC payback - per SDR / per source / per quarter) and tag outbound-sourced pipeline at the opportunity level so KR1.2 is measurable.
Build lagging-indicator dashboard
If the leading-indicator dashboard is the manager's early-warning system, the lagging-indicator dashboard is the board-credibility instrument. Activity metrics convince a team…
Tag outbound-sourced pipeline at the opportunity level
This is the single load-bearing data field for the entire M7 reporting layer. Without a reliable opportunity source on every opp, the phrase "outbound-sourced pipeline" is just an…
S7.3 - SDR Forecasting Model
Build the SDR forecasting model (planned headcount x ramp curve x steady-state SQO/SDR/month x win rate x ASP = forecast outbound-sourced ARR) with sensitivity analysis on each input, plus the pipeline aging report that surfaces the rot stage.
Build the SDR forecasting model
The forecasting model is the headcount-planning instrument of the outbound engine. CROs who walk into a board meeting with a credible, input-driven outbound-ARR forecast get…
Pipeline aging report (where does pipeline rot?)
Every outbound engine leaks pipeline at one specific stage — but without data, AEs and managers argue about hypothetical bottlenecks instead of intervening on the actual rot…
S7.4 - Cohort & Quota Attainment Analysis
Roll-up section - exempt from the 8-task floor per Decision 2. Build the SDR cohort attainment tracker (by-cohort attainment curve over months 1/2/3/6/12), the tenure & attrition tracker, and the outbound CAC payback ratio. Synthesis of prior modules' data.
Build SDR cohort attainment tracker
Individual-rep dashboards answer "is this rep performing?" The cohort attainment tracker answers a harder, more strategic question: "is our hiring engine itself working?" By…
Tenure & attrition tracker
SDR teams are high-churn by nature — industry tenure runs just 12-18 months with ~39% annual turnover — and every departure resets a ramp curve, burns a hiring cycle, and orphans…
Track outbound CAC payback ratio
CAC payback is the existence-proof for the entire outbound engine. Every other M7 metric measures activity or output; this one answers the only question a CFO ultimately cares…