The Answer
A small core stack (CRM, engagement, data, dialer, conversation intelligence), strict data quality, a tight content library, a sequence-writer role, and protected manager span of control.
Overview
Pipeline generation is the most tooled function in modern sales and also the most over-tooled.
The minimum viable pipeline-gen stack is small: a CRM, a sales engagement platform, a data provider, a calling tool, and a call recorder.
The bigger investment is the human side: sequence writers, content for outbound, and managers with capacity to coach.
Steps
- Audit your current stack. Cut anything below 60% adoption.
- Confirm the core five: CRM, engagement, data, dialer, conversation intelligence.
- Invest in data quality before adding tools.
- Give reps a small, opinionated content library.
- Staff a sequence writer or ‘outbound producer’ role.
- Right-size SDR-to-AE ratios. 1:1 to 1:2 is healthy.
- Protect manager capacity. Cap span of control at 6-8.
Pro Tip
If you can only afford one new investment this year, make it conversation intelligence.
Watch Out
AI is introducing more efficiencies to prospecting, but humans have not been replaced. A disciplined team will still outperform AI SDRs.
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