HyperQuality generated 1-2 inbound leads per month that passed their rigorous qualification standards. To meet their growth targets, they needed a drastic increase in pipeline. Also, the quotacarrying Account Executives also qualified leads coming in from the website, which meant they spend a lot of expensive time following up on inquiries that went nowhere. Stop Doing More Of What Doesn’t Work Bob Kelly, Senior Vice President of Sales & Marketing at HyperQuality, knew he needed a better way to fill the pipeline for his sales team. He brought in Marylou Tyler to implement the Cold Calling 2.0 outbound sales process. Under Bob’s leadership and commitment to the change, his sales teams completely embraced this “new” way of prospecting, including: Creating a new, dedicated outbound sales development role focused 100% on outbound prospecting. Never making another cold call again, and instead using the Cold Calling 2.0 email process to easily get referrals to decision makers at accounts. The closers focused on their live pipeline, closing deals and only prospected to a small number of strategic accounts. Companies must make these kinds of changes in order to create a highly effective outbound sales team. Testing & Refining Bob and the team met weekly with Marylou to review the progress of the new initiative. Each week, the first topic discussed on the company-wide sales agenda was the new outbound sales process, reviewing metrics such as: Email response rates (usually 7-10%) What e-mails are companies responding to, and why Who is responding (title, position of authority) Number of Scoping Calls completed Who became a qualified opportunity, and why Refinements to the Ideal Customer Profile (which was revised many, many