Introduction
Most outbound programmes fail for one reason: they are built around activity instead of infrastructure.
Companies hire SDRs before they have:
The result is predictable. High spend, inconsistent outreach, poor reply rates, and almost no repeatability.
This playbook outlines a practical 90-day framework for building an outsourced outbound function that compounds over time — without the cost and management overhead of building an internal SDR team.
Part 1: Define the Commercial Foundation
1. Build an ICP That Sales Can Actually Use
A usable ICP is operational, not aspirational. Avoid broad definitions like “Mid-market SaaS”, “Financial services”, or “Growth-stage companies”.
Instead, define industry sub-sector, employee count, revenue band, geography, existing tech stack, trigger events, typical buying committee, and commercial pain points.
Hiring sales leadership or entering new markets
Inconsistent pipeline generation
1. Build an ICP That Sales Can Actually Use
