Case Study: BDR Pod & Lead Generation Program

Building a Signal-Based Outbound Engine from Zero

Role: VP of Marketing (acting CMO) Timeline: 90-day pilot (2024) Team Size: 2 BDRs (repurposed from telesales) + 1 Manager + Sales Ops support Challenge: Zero proactive lead generation, reactive inbound-only model, underutilized telesales capacity

The Challenge

TSI's growth had always been inbound — referrals, RFPs, brand recognition from 40+ years in ARM. But the market was shifting:

• ·Competitors were building proactive outbound engines
• ·Website signals (ZoomInfo WebSights) showed 200+ high-intent visitors monthly with zero follow-up
• ·Telesales reps were underutilized, spending time on low-value activities
• ·Sales team wanted more first meetings but had no systematic prospecting support

The CEO asked: "Can we build a lead generation capability without hiring externally?"

The stakes: Miss the shift to proactive GTM and watch competitors capture the high-intent accounts already visiting our site.

The Solution

Team Building: Repurpose, Don't Hire

I identified two telesales reps with the right profile — hungry, coachable, tired of low-impact work — and proposed a 90-day pilot:

Ethan Goldsmith — High energy, competitive, wanted to prove himself in sales Cynthia Acuna — Detail-oriented, process-driven, strong phone presence

I worked with their manager to carve out 100% of their time for the BDR pilot and secured Sales Ops support for Salesforce configuration.

The Operating Model (What I Built)

1. BDR Operating Model (Complete 90-Day Plan)

• ·Team structure: Manager + 2 BDRs + Sales Ops support
• ·Daily cadence: 6 time blocks from 8:30 AM — 4:00 PM

- 8:30-9:00: Signal review + prioritization - 9:00-10:30: Power hour (calls + emails) - 10:30-12:00: Research + sequence building - 12:00-1:00: Lunch + admin - 1:00-3:00: Calls + follow-ups - 3:00-4:00: Planning + Salesforce hygiene

2. KPI Framework (What Gets Measured)

3. Signal-to-Meeting Workflow

• ·ZoomInfo WebSights → Daily signal report
• ·Tier-A accounts (top 250 Healthcare, DebtNext install base) → 2-hour touch SLA
• ·Tier-B accounts (utilities, tolling) → 24-hour touch SLA
• ·Tier-C accounts (all others) → 48-hour touch SLA

4. Training & Enablement (What I Taught Them)

Week 1: Bootcamp

• ·Day 1: TSI value props, ICP profiles, competitive landscape
• ·Day 2: ZoomInfo training, Salesforce workflows, WebSights dashboard
• ·Day 3: Call scripts, email templates, objection handling
• ·Day 4: Live call listening, shadowing AEs
• ·Day 5: Practice calls, sequence building, Q&A

Week 2-4: Daily coaching

• ·Morning huddles (15 min): Priorities, blockers, wins
• ·Live call listening (Tue/Thu): Real-time feedback
• ·Email reviews (Wed): Template customization guidance
• ·End-of-week debrief: Metrics review, skill building

Ongoing:

• ·Bi-weekly 1:1s with each BDR
• ·Monthly calibration sessions with sales leadership
• ·Quarterly playbook updates based on what's working

5. Outbound Messaging Kits (What They Used)

Email Templates:

• ·DebtNext → ARM cross-sell (85-110 words)
• ·Healthcare RCM denials automation (value-focused)
• ·Digital/AI collections enterprise (productivity angle)

Call Scripts:

• ·30-second opener (hook + value prop + ask)
• ·11-14 second voicemail (callback driver)
• ·5-touch sequence framework (10 business days)

The Framework (What They Followed)

I documented everything in a BDR Playbook — 40+ pages covering:

• ·ICP definitions by vertical
• ·Lead routing logic
• ·Salesforce field requirements (Intent Tier, Last Sequence Day)
• ·Discovery Brief template for AE handoffs
• ·Compliance brief (call windows, DNC, opt-outs)

The Outcome

Meeting Generation

• ·40-60 first meetings in 90 days (vs. 0 baseline)
• ·12-20 SQLs generated (30-40% conversion)
• ·100% Tier-A signal SLA maintained (<2 hour response)

Team Development

• ·2 BDRs trained from telesales to lead generation specialists
• ·Both BDRs retained and became top performers in the pod
• ·Playbook created for scaling to additional BDRs

Pipeline Impact

• ·$2.5M+ pipeline created from BDR-sourced meetings
• ·3 closed-won deals in pilot period (DebtNext cross-sell)
• ·Template for scale: Proved the model before expanding headcount

📊 KEY STAT: 3-5 weekly meetings per BDR from a standing start — built without external hires, using repurposed talent and systematic enablement.

Leadership Angle: Team Building from Scratch

This wasn't about managing existing talent. It was about:

Identifying Potential

I hand-picked Ethan and Cynthia based on:

• ·Hunger for growth (not just doing the job)
• ·Coachability (willing to be trained)
• ·Resilience (handling rejection without quitting)

Building the System

I didn't just say "make calls." I built:

• ·Daily schedules with time blocks
• ·KPI dashboards with leading indicators
• ·Training curriculum with skill progression
• ·Quality assurance with live feedback

Creating the Culture

• ·Competitive but collaborative: BDRs shared wins and tactics
• ·Metric-transparent: Daily scorecards, no hiding
• ·Quality-focused: Not just dials, but quality conversations

Attribution Clarity

Connor's Work:

• ·Program design and operating model
• ·BDR selection and team structuring
• ·Training curriculum and coaching schedule
• ·Workflow documentation and playbooks
• ·Messaging templates and scripts
• ·Salesforce configuration specs
• ·KPI dashboards and reporting
• ·Compliance guardrails
• ·Implementation roadmap

TSI's Assets:

• ·ZoomInfo WebSights tool
• ·Salesforce CRM
• ·Telesales reps (Ethan Goldsmith, Cynthia Acuna)
• ·Product capabilities (CollectX, MENSA, PULSE/SAGA)
• ·Compliance infrastructure
• ·Client references for social proof

What Made This Work

Repurposing Over Hiring: Proved the model with existing talent before asking for budget.

Systematic Enablement: Training wasn't "figure it out" — it was structured, measured, and iterated.

Signal-Based Prioritization: WebSights data meant BDRs called accounts already researching TSI, not cold lists.

Speed-to-Lead: The 2-hour Tier-A SLA meant we caught prospects while they were still in research mode.

Artifacts

• ·BDR Operating Model (90-day plan)
• ·Daily Cadence Schedule (6 time blocks)
• ·KPI Framework and Dashboard Specs
• ·ICP Definitions by Vertical
• ·Signal-to-Meeting Workflow
• ·ABM List Strategy (3 target lists)
• ·Email Templates (3 verticals)
• ·Call Scripts (30-sec opener, voicemail)
• ·5-Touch Sequence Framework
• ·Week-1 Task List (10 implementation steps)
• ·BDR Playbook (40+ pages)

Tags: #BDR #LeadGeneration #TeamBuilding #Outbound #SignalBasedSelling #Enablement