Objective

Understand what is outbound sales, why it can be a performant acquisition channels and how to implement an outbound sales workflow.

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Table of Contents

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Last Updated

July 2024

Resources

• Templates
  • Good Sales Email — Amplemarket ⭐
  • Cold Email Templates — Lemlist
  • Really Good Emails
• Benchmarks
  • Best Cold Email Software - Lemlist
  • Email Marketing Benchmarks - Campaign Monitor
  • Email Marketing Benchmarks - MailChimp
  • Email Marketing Benchmarks - GetResponse
  • Email Marketing Benchmarks - Linchpin
  • Best Email Providers - Clay
• Guides
  • Nailing Outbound Outreach - Cargo
  • The Guide to TAM Prioritization - Cargo
  • The Guide to TAM Measurement - Cargo
  • The Guide to Account Based Marketing - Cargo
  • GTM Engineering: Architecting Revenue Systems at Scale - Cargo
  • Waterfall Enrichment - Cargo
  • Lead Routing 101 - Cargo
  • Transformer son CRM en Sales Machine - Tribes
  • AI for B2B Lead Generation - Clay
  • The complete Guide to Cold Emailing - Emelia
  • How to Measure Email Deliverability? - Erol Toker
  • Smartlead Leadgen System - Smartlead
  • 5 Steps-Process To Build An Impactful Outbound System - Alexis Martial
  • The Best Outbound Tech Stack for Early-Stage SaaS Startups - Alex Estner
• Miscellaneous
  • A Few Thoughts About Outbound Sales in 2023 - Growth Twins
  • The High Expectation Customer - Julie Supan
  • Automated follow ups ****- Anas El Mhamdi
  • Email Outreach Study - Backlinko
  • What a GTM Engineer is not? - Hypergrowth Partners

<aside> 💡 This guide is meant to provide basic knowledge on a complex topic in the most concise manner. Never take anything as the gospel truth, read from multiple sources before acting.

</aside>

1. Introduction

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A. Overview 📖

What is outbound sales?

Definition

Outbound sales is the activity where a seller (typically a sales representatives), initiates engagement with a potential buyer (i.e a prospect). This is opposed to inbound sales, where it's the potential buyer that begins the conversation.

Examples

• Yield Management SaaS
  • I want to: build a list of middle-range restaurants located in Paris
  • So that: I pitch them my yield management solution
  • In order to: convince them to subscribe for a yearly plan
• Employee Engagement Solution
  • I want to: build a list of software companies located in Germany
  • So that: I make a demo of my employee engagement solution
  • In order to: convince them to sign-up for a free trial.

Process

Outbound sales is a methodic, 6-step process:

1. Target Definition → Identifying the ideal buyer persona & company profile to focus on.
2. Lead Generation → Build lists of qualified prospects
3. Lead Enrichment → Enhancing leads with additional data points to better understand, target and reach them.
4. Lead Outreach → Initiating contact through various communication channels to nudge leads towards making a purchase.
5. Touchpoints Redaction → Writing and personalising interactions to increase engagement and conversion likelihood.
6. Sequences Monitoring → Tracking and analyzing the performance of outreach sequences to increase touchpoints’ conversion.

B. Goal 🥅

Why would you want to do outbound sales?

The objective of an outbound strategy is to consistently and cost-effectively feed the sales team with as many qualified leads as possible. You are basically pushing people into your acquisition funnel by converting them from prospects to leads.

C. Glossary

What are we going to talk about?