Fix your outbound in 30 days (without hiring)
The back-to-basics plan that gets results (no new reps needed)
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“Outbound doesn’t work,” insisted the frustrated CEO.
But here’s what was actually happening behind the scenes:
Years in business, grew via marketing/referrals
Just hired 2 new BDRs
3 AEs, but only 1 hits quota (inherited accounts)
CEO managing the sales team while running the entire business
I spotted the pattern immediately. This wasn’t an “outbound doesn’t work” problem.
This was a basics problem.
No one owned outbound.
No clear ICP.
Reps “figuring it out” with zero guidance.
Blame cycle: hire, miss quota, fire, repeat.
Sound familiar?
Why outbound fails (Hint: it’s not the tools)
Before you fix anything, you need to know what’s actually broken. Most companies struggling with outbound have one (or more) of these 3 issues:
1. No Ownership
CEO managing 5 reps while running other functions
“Everyone owns it” = no one owns it
No daily coaching, no accountability
How to spot it: No one can tell you the team’s weekly meeting target. No regular 1:1s. Reps working in silos.
2. Targeting any accounts
Vague ICP (”mid-market companies who need our solution”)
Generic messaging that doesn’t resonate
Spray and pray = wasted effort
How to spot it: Ask your reps “Who’s your ideal buyer?” If they say “anyone with budget,” you’ve got an ICP problem.
3. Low activity + No coaching
Activity without quality = noise
Reps aren’t making enough touches (1-2 attempts then give up)
No one reviewing calls or coaching technique
How to spot it: Pull the data. Are reps making <30 calls/day? Stopping after 2-3 touches? No call reviews happening? That’s your problem.
The good news?
You don’t need a bigger team. You need to get the basics right.
Today, I’m sharing the list I send to companies that are struggling with outbound, to help them make an impact on their pipeline in the next 30 days.
The 30-Day Back-to-Basics Plan
It’s the foundational work that drives results, but most teams skip it because it’s not sexy.
Week 1: Get the Foundation Right
Step 1: Assign ONE Outbound Owner
Without clear ownership, outbound becomes “someone else’s problem.”
What to do:
Pick ONE person responsible for outbound results
You (CEO/Founder)
Head of Sales
SDR/BDR Leader
Block 3 hours/week on their calendar for outbound performance reviews
Set their primary KPI: qualified outbound meetings per week
If you’re early stage with no playbook, the owner needs to build the playbook, not just manage to one.
Step 2: Re-Define Your Actual ICP (Not Who You Wish Bought)
Bad targeting kills everything downstream. You can’t fix messaging or activity if you’re calling the wrong accounts.
What to do:
Audit your top customers:
Pull your last 10 won deals, what do they have in common?
Industry/vertical
Company size (employees, revenue)
Buyer title and seniority (e.g., “Director+ in Revenue Operations”)
Common pain points they mentioned
Narrow your ICP ruthlessly (example: “Directors+ at 50-500 person SaaS companies in fintech”)
Build a Priority Target Accounts:
Tier 1: High revenue + high propensity
Tier 2: High revenue + low Propensity
Tier 3: Low Revenue + High Propensity
Your ICP should exclude 80%+ of companies. If everyone qualifies, no one does. Start with Tier 1 (you’ll get wins faster).
Step 3: Set Up Simple Weekly 1:1s
Why this matters: You can’t improve what you don’t review. Weekly check-ins catch problems early.
What to do:
Schedule recurring 45-min 1:1s with each rep (same day/time)
Create a shared doc with 4 sections (rep updates before meeting):
Metrics & pacing: Calls, emails, meetings booked, conversion rates
Skill development: “Here’s a call I want feedback on”
Challenges: What’s blocking me? Where am I stuck?
Next week’s plan: My commitments for the next 5 days
Your job as manager: Review the doc beforehand, come prepared to coach the plan (not collect updates live).
Week 2-3: Execute the Basics Consistently
Step 4: Start with Quick Wins (Low-Hanging Fruit)
Cold outreach is hard. Start with warmer opportunities to get early wins.
What to do (prioritize in this order):
"Warm” Outreach:
Contact past customers who moved to new companies (LinkedIn Sales Navigator)
Ask current customers for 2-3 referrals each
Re-engage closed-lost opportunities from last 6 months (CRM pull)
Follow up with website visitors who match ICP (if you have tracking)
Tap your network: investors, advisors, employees for ICP introductions
Look for replies from prospects who said things like “contact me in Q4” but never booked a meeting. You can find these in your CRM or sales engagement platform.
Signals:
Target accounts with recent leadership changes (LinkedIn)
Find companies hiring for roles related to your product (LinkedIn, job boards)
These aren’t “cold outreach” but they’re your fastest path to pipeline in 30 days. Do these first.
Step 5: Run Weekly Outbound Sprints (Your Forcing Function)
Why this matters: Most teams lack consistency. A weekly 4-hour sprint creates accountability, energy, and a repeatable rhythm.
What to do:
Schedule It:
Pick the same day/time every week (Tuesday 9am-1pm works best)
Block ALL reps’ calendars for all 4 weeks upfront
Create #prospecting-sprint Slack channel for live updates
Weekly Themes (Tier Progression):
Week 1: Tier 1 only (warm leads: past customers, referrals, closed-lost)
Week 2: Tier 1 + Tier 2 (add intent signals: job changes, hiring, website visitors)
Week 3: Expand Tier 2 (ask customers for MORE referrals, deeper intent signals)
Week 4: Tier 3 test (pick 10-20 dream accounts, test cold outreach)
Between Sprints (Daily Prospecting):
Reps should do 30-60 min of daily prospecting OUTSIDE the sprint
Focus on follow-ups from sprint conversations
By Week 4, daily prospecting should be a natural habit
Reality check: The sprint creates the muscle memory. By Week 4, reps should be prospecting daily without needing the structure.
Step 6: Increase Activity (Multi-Touch, Multi-Channel)
One call won’t cut it. Prospects need at least 7-12 touches to respond.
What to do:
Build a sequence:
Create a 12-15 touch sequence over 30 days per account
Mix: Email, Phone, LinkedIn, Video
Example: Day 1 (LinkedIn connect + email), Day 3 (call), Day 5 (email), Day 8 (call + LinkedIn message), Day 12 (video), etc.
Implement “triple touch” days: LinkedIn message + email + call within 2 hours
Set Daily Activity Minimums:
50 dials per rep
30 emails per rep
10 LinkedIn actions per rep
Adjust based on your sales cycle and team capacity
Run Call Blitzes:
Schedule team-wide call blocks where everyone dials at the same time
Creates energy, accountability, and momentum
Example: Tuesday/Thursday 9-11am = calling hours
Most reps stop at 2-3 touches. Persistence wins. Track your touches, if you’re not hitting 10+ per account, you’re giving up too early.
Step 7: Coach in Real-Time (Not once a quarter)
Why this matters: Reps don’t improve without feedback. Waiting for quarterly reviews is too slow.
What to do:
Listen to Calls:
Review 2-3 calls per rep per week (live or recorded)
Focus on 3 key moments:
The opener (first 15 seconds)
Objection handling (”We’re all set,” “Not interested,” “Send me info”)
The close (asking for the meeting)
Give one specific piece of feedback to improve immediately
Role-Play Scenarios:
Practice common objections with your reps:
“I’m not interested”
“We already have a solution”
“Call me in 6 months”
“Just send me some information”
Don’t just tell them what to say, practice it with them
Celebrate Wins:
Every time a rep books a meeting or overcomes a tough objection, make it a big deal
Positive reinforcement builds momentum
Share wins in team channels or standup meetings
Don’t wait for perfection. Coach progress. Small improvements compound fast.
Week 4: Measure what matters
Step 8: Track the Right Metrics (And Iterate)
Why this matters: Activity doesn’t equal results. You need to know what’s working so you can double down or stop what's not working.
What to do:
Define “Qualified” Meetings:
Set clear criteria for what counts as a qualified outbound meeting:
Fits ICP (title, company size, industry)
Has budget/authority or can intro you
Has an active problem you solve (not just “exploring”)
Track Weekly:
Activity: Dials, emails, LinkedIn touches
Conversations: Live prospect discussions (not voicemails)
Meetings booked: Qualified meetings from outbound
Conversion rates: Calls → conversations → meetings
Pipeline created: Dollar value of opportunities generated
Run A/B Tests:
Test different email subject lines (track open rates)
Test different call openers (track conversation rates)
Test different cadence sequences (track meeting rates)
Compare Tier 1 vs Tier 3 conversion rates (adjust targeting)
Iterate Quickly:
If something isn’t working after 2 weeks, change it
If conversion rates drop, revisit your ICP or messaging
If activity is high but results are low, focus on coaching quality
If conversion rates don’t improve after 4 weeks, your ICP or messaging is off. Don’t just add more activity, fix the foundation.
The Reality Check
This isn’t magic. It’s blocking and tackling.
Most companies skip these basics because:
They’re not sexy
They require consistent effort
Outbound results take time
But here’s the truth: outbound works when you work the fundamentals.
You don’t need a new tool. You don’t need to double your team. You need:
Clear ownership
A tight ICP (with tiered targeting)
Messaging that resonates
Consistent activity
Coaching
Metrics that tell you what to fix
Do the boring work. The results will follow.
What’s your biggest outbound challenge right now?
Reply and let me know, I read every response.
Let’s get cooking!
See you in the next newsletter.
👨🍳 Elric
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