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Market profile decides your first outbound hire

Elric Legloire breaks down why most early outbound motions fail—and how the real problems often starts with hiring the wrong person for your market profiles:

Match first hires to your GTM model

Large TAM, SMB focus → Start with an experienced GTM engineer

↳ Build scalable, automated email campaigns before adding SDRs

↳ Used to avoid burning cash on unoptimized headcount too early

Smaller TAM, enterprise focus → Start with 1–2 experienced SDRs

↳ Add fractional GTM engineers later when further support is needed

↳ Prioritize human touch, like owners really do for restaurant outreach

The best early-stage GTM teams use sequencing as a strategic decision.

Avoid these critical hiring mistakes

✘ Hiring junior, inexperienced SDRs to “figure it out”

→ They’ll struggle in an unproven motion and get blamed unfairly

✘ Hiring SDRs without an effective, proven sales leader

→ Reps need management and coaching, not autonomy

✘ Hiring people who needs to learn outbound and your market

→ You don’t have time to teach both—pick one to focus on

Choose based on actual sales motion

Path 1: Conservative approach

❖ VP of Sales manages 1–2 experienced SDRs

❖ Focus is on execution, testing, and iteration

❖ You don’t scale until you really see pipelines

This prevents one of the most common mistakes: hiring a senior outbound leader who builds a full sales team equipped with necessities before anything works.

Path 2: VP Player-Coach model

❖ Only works if your VP has built multiple outbound teams before

❖ Become the first rep: writing copy, testing systems, sourcing leads

❖ They don’t hire further until pipeline is consistent, and repeatable

This setup compresses time and minimizes risk, but only works with highly experienced leadership.

The quality of your first outbound hire doesn’t just impact your first quarter. It decides if you build a scalable revenue engine or burn runway chasing ghosts.

Start with your personal market. Then choose your path.

Skip those, and your outbound never gets off the ground.

Turn your systematic teams into loyal producers

Ben Ward unpacks hard-earned leadership advice from 21 years of high-performance sales team experience, providing the systems he used to build winning teams:

1. The Oceanside Principle

Prepare your sales reps beforehand.

Get brutally honest about difficult stuff.

↳ Talk them out of the job early, and let them back in with stronger conviction.

↳ If you don’t talk them out at the start, they’ll talk themselves when things get hard.

2. The 10% Bonus Incentive

If nobody quits, everybody gets paid.

➤ Create a shared, team-level bonus on retention, not just individual results.

➤ Add motivational pressure to support teammates, not just compete.

3. The Final Commitment Review

Before adding reps to your group, do one last conversation to:

→ Anchor their work commitment

→ Align expectations and reality

→ Confirm they’re ready to follow

Don’t invest in reps who haven’t earned the deserving spot.

4. The Foreshadowing Video

Film your recruit talking to themselves halfway through the season:

❖ Stating their goals and objectives

❖ Describing why they’re doing this

❖ Giving themselves personal advice

You’ll use this later to re-anchor them when motivation dips.

This advice established is the “last line of defense” against quitting.

How trust compounds in modern outbound

Adem Manderovic explains why most SDR teams fail before a single dial and how to create outbound as a repeatable, insight-driven engine, not just a script factory:

Fail before dialing calls

The problem isn’t the reps. It’s the system they’re dropped into.

When SDRs are quantified on meetings booked, they optimize for volume, not value.

Instead of understanding the buyer’s context, they chase quick wins that don’t convert.

⇢ The result: fake pipeline, wasted AE time, and demoralized teams

What’s missing is market validation—the practice of gathering real, experienced data from various documented conversations:

• Who’s their current vendor?

• What do they like/dislike?

• When is their contract up?

• Can we follow up soon later?

This approach treats outbound as systems for learning the market, not attacking it.

Calling just done wrong

Most cold calls fail because they’re designed to pitch, not connect.

➤ Reps come in hot with generic decks and canned, scripted lines.

➤ Prospects instantly shut down counterfeits from a mile away.

A permission-based opener is needed for calming dials, making room for conversation.

Buyers aren’t rejecting your contacts - they dismiss scripted, misaligned attempts.

The goal isn’t persuasion on the first call. It’s to open a door, not forcefully prying it.

Timing > Volume analysis

Only 5% of your current market is in their buying cycle.

Yet reps treat every call like a “now-or-never” moment.

This mindset creates low quality dials, fake urgency, and no real pipeline.

Instead:

⇢ Prioritize cataloguing over conversion

⇢ Capture timing and permission effectively

⇢ Build pipeline showing realities, not hope

Turn outbound into a compounding motion, where value builds over time—not in a single interaction.

Follow-up is the strategy

First calls rarely land. That’s normal. What matters is what happens next.

Effective teams build structured follow-up loops that reference past conversations, changes in leadership, or contract timelines.

This shows you’re paying attention, not just automating bumper email.

Follow-up creates feedback loop giving insight on the company - sales, marketing, CS.

But this only works if reps are trained for logging insight, not just completing tasks.

Scaling outbound by trust

Reps shouldn’t be actors looking through scripts.

They should be insight-gatherers helping understand markets better with conversations.

Start everything with cataloguing:

✓ Who we’ve spoken to

✓ What tech they use

✓ What they care about

✓ When to follow up on

✓ What permissions are earn

This information doesn’t just help your next calls. It helps the whole company.

Sales gets cleaner handoffs. Marketing stops burning finances on irrelevant segments. CS knows exactly what’s said during pre-sale.

Cataloguing isn’t about slowing down - it revolves on accelerating trust.

TO-GO

David Weiss: Why your teams need structured conversations

Joey Gilkey: Tightening your sales funnels by ratio mastery

Aaron Margolis: From giving answers to building solutions

Kevin Dorsey: Leaders are sales coaches, not schedule fillers