myskillcamp

Leading an International SDR Team to Consistently Exceed Targets

SDR Team Lead

SDRs Managed

Across 3 markets

Reply Rate

Sequence optimization

Email Open Rate

Subject line testing

+123%

MQL Growth

Outbound contribution

Context

Company Background

myskillcamp is a B2B SaaS learning platform targeting HR leaders and L&D professionals in mid-market and enterprise companies. The company was expanding aggressively into European markets and needed to scale outbound prospecting.

My Role & Scope

I inherited a team of 4 SDRs across French, UK, and Benelux markets when they were moved under Marketing. Owned outbound strategy, sequence creation, tooling, list building, enrichment, and performance management.

The Challenge

There was no outbound motion. Senior Account Executives were doing their own prospecting inefficiently. No playbooks, no sequences, no clear ICP definition for outbound, and no SDR team. We needed to create predictable pipeline from outbound while AEs focused on closing.

Approach

1Earning Trust & Building Support

-Inherited a team of 4 SDRs moved under Marketing, initially skeptical of the new reporting structure
-Built trust by providing full support: tooling, list building, sequence creation, automation, and enrichment
-Freed SDRs to focus on high-value activities: researching, calling, and qualifying prospects
-Established clear goals and provided the infrastructure for SDRs to consistently reach and exceed quarterly targets

2Outbound Strategy & Segmentation

-Defined Ideal Customer Profile (ICP) for outbound based on closed-won analysis: 500-5000 employees, specific industries, L&D maturity signals
-Built target account lists by market using Sales Navigator, ZoomInfo, and intent data from LeadSift
-Created persona-based messaging: CHRO, Head of L&D, HR Director - each with tailored pain points and value props
-Implemented account tiering: Tier 1 (high-touch, personalized), Tier 2 (semi-personalized), Tier 3 (automated sequences)

3Multi-Channel Sequence Design

-Designed 14-21 day sequences combining email, LinkedIn, and phone touchpoints
-Created sequence templates by persona, industry, and trigger event (new hire, funding, expansion)
-Implemented A/B testing framework: tested subject lines, email length, CTA variations, send times
-Built trigger-based sequences: website visit, content download, pricing page view, competitor mentions

4Coaching & Performance Management

-Established weekly 1:1s with each SDR: pipeline review, call coaching, skill development and overall sentiment
-Created daily stand-ups: activity review, blockers, best practices sharing
-Built performance dashboards: activity metrics, conversion rates, quota attainment, quality scores

5Process & Tool Stack Optimization

-Implemented HubSpot Sequences for automated email cadences with manual task triggers
-Set up Evaboot for Sales Navigator data extraction and list building
-Created enrichment workflows: ZoomInfo for data, DropContact for email verification, BetterContacts for phone numbers
-Built reporting infrastructure: activity dashboards, sequence performance, lead source attribution

Results

Reply Rate

From 2% to 6%+ average

Email Open Rate

From 25% to 50%+ average

+123%

MQL Growth

Outbound + inbound combined

+96%

SQL Growth

Quality pipeline increase

SDRs Trained

2 promoted to AE roles

Business Impact

+Created a predictable outbound pipeline channel that did not exist before
+Freed Account Executives to focus on closing, increasing their capacity by 30%
+Built a talent pipeline: 2 SDRs successfully promoted to AE positions
+Established repeatable playbooks that could be used for new market expansion

Process Diagrams

Multi-Channel Outbound Sequence

flowchart TD
    D1[Day 1: Email 1 - Intro] --> D2[Day 2: LinkedIn Connect]
    D2 --> D4[Day 4: Email 2 - Value]
    D4 --> D6[Day 6: Phone Call]
    D6 --> D8[Day 8: Email 3 - Case Study]
    D8 --> D10[Day 10: LinkedIn Message]
    D10 --> D12[Day 12: Email 4 - Breakup]
    D12 --> R{Reply?}
    R -->|Yes| Q[Qualify & Book]
    R -->|No| N[Nurture Pool]

Diagram code (render with Mermaid.js or paste into mermaid.live)

SDR Daily Workflow

flowchart LR
    A[Morning Stand-up] --> B[Review Tasks]
    B --> C[Execute Sequences]
    C --> D[Phone Block]
    D --> E[LinkedIn Outreach]
    E --> F[CRM Updates]
    F --> G[Prep Next Day]
    G --> H[EOD Report]

Diagram code (render with Mermaid.js or paste into mermaid.live)

Outbound Pipeline Stages

flowchart TD
    TAL[Target Account List] --> CON[Contact Identified]
    CON --> SEQ[In Sequence]
    SEQ --> REP[Replied]
    REP --> QUA[Qualified]
    QUA --> MQL[MQL - Meeting Booked]
    MQL --> SAL[SAL - Meeting Held]
    SAL --> SQL[SQL - Opportunity]

Diagram code (render with Mermaid.js or paste into mermaid.live)

SDR Tech Stack

flowchart TB
    subgraph Prospecting
        SN[Sales Navigator]
        ZI[ZoomInfo]
        LS[LeadSift Intent]
    end
    subgraph Enrichment
        EV[Evaboot]
        DC[DropContact]
        BC[BetterContacts]
    end
    subgraph Engagement
        HSS[HubSpot Sequences]
        LI[LinkedIn]
        PH[Phone]
    end
    subgraph Tracking
        CRM[HubSpot CRM]
        DB[Databox]
    end
    SN --> EV
    ZI --> CRM
    LS --> CRM
    EV --> DC
    DC --> BC
    BC --> CRM
    CRM --> HSS
    HSS --> LI
    HSS --> PH
    CRM --> DB

Diagram code (render with Mermaid.js or paste into mermaid.live)

Skills & Tools

Skills Demonstrated

Team Leadership & ManagementSales Coaching & TrainingChange ManagementOutbound Sales StrategySequence Design & OptimizationPerformance ManagementMulti-channel ProspectingSales Process DesignKPI Definition & TrackingCross-cultural Team Management

Tools Used

HubSpot SequencesSales NavigatorLinkedInZoomInfoEvabootDropContactBetterContactsLeadSiftHubSpot CRMDatabox

Tool Stack Details

Tool	Category	Usage
HubSpot Sequences	crm	Automated email sequences with task triggers
Sales Navigator	enrichment	Prospect research, account mapping, lead discovery
LinkedIn	communication	Social selling, connection requests, InMail outreach
ZoomInfo	enrichment	Contact data, org charts, direct dials
Evaboot	enrichment	Sales Navigator list export and enrichment
DropContact	enrichment	Email finding and verification (GDPR-compliant)
BetterContacts	enrichment	Phone number verification and enrichment
LeadSift	enrichment	Intent data for account prioritization
HubSpot CRM	crm	Pipeline management, activity tracking, reporting
Databox	analytics	Team performance dashboards and KPI tracking