Peter Drummond

VP of Sales | 100M$ Exit | Working for the scoreboard | Follow for sales & finance hacks

Templated emails are on their last leg. 

Reply rates have plummeted to near zero.

iGTM.ai delivers highly personalized emails that generate replies or we refund you.

Enter your domain to claim your campaign at iGTM.ai.

Due to the nature of our signals, we only take one client per industry.

DM me with any questions.

Vice President of Sales

Cold caller: Chad, Weapon: Hyper Personalized opener.

Prospect Response:

"I don't care about my job enough."

Chad frozen.

Not "we're happy with our current vendor." Not "call me back in Q4."

Just... existential confession to a stranger at 2pm on a Tuesday.

Chad, bless him, responds:

"oh goodness."

Prospect, without missing a beat:

"I only do it for the healthcare."

Then hung up.

"byeeeeee."

No objection handling framework in the world prepares you for that one.

Your options are:

A. hang up
B. offer counseling
C. make a joke

Chad chose silence.

Honestly? Correct call.

Founder iGTM.ai | Easy button for outbound |

Sunday night in January. Our carrier shut down the main value driver of our product. No warning.

3 clients launching the next day.

My engineers thought we were cooked. Honestly? I wasn't sure they were wrong.

This isn't some Hollywood comeback story. We didn't have a genius pivot or a lucky break. We just refused to break 3 rules.

Rule 1: Don't die.
Rule 2: Keep trying.
Rule 3: Don't give up.

Sounds stupid when you write it out. But when everything is falling apart, you'd be surprised how many founders forget the basics. They freeze. They spiral. They start planning their "lessons learned" post before the fight is even over.

We kept fighting.

The 3 clients? They stayed. I still think about that. In the middle of chaos, they bet on us anyway. That meant everything.

March. Two months later.

$2.4M in pipeline more than we can handle.

Keep Going!

Went from exec to cold calling strangers again.

No sugarcoating - that's the reality of being a founder

last week's numbers: I personally did 250 cold calls. 46 demos completed. all from our outbound engine.

the pace was brutal. way more demanding building something yourself than managing from the big chair

I barely hit the gym - 3 sessions when I usually do 6. my 10k runs? normally 4x a week. last week: zero. 

bad calls don't bother me anymore. but finding time to take care of myself? that's the real challenge right now.

so why do it?

I'm not just selling. I'm proving the process works. pressure testing that everything we're building at iGTM actually delivers. every cold call, every rejection, every closed deal - it's all data.

and the team? they booked 33 demos cold this week. they kicked my ass. and honestly, I couldn't be prouder.

I'm not complaining, I'm adapting

This week I'll be back in the gym 6-days a week and hitting those morning runs every day

curious how we're hitting triple digits on cold demos this month? hit me up

You don't need a marketing budget to start. You need one SDR who knows how to dial.

But here's the thing most sales leaders miss:

If your reps aren't making prospects say "Wow, is this a cold call?" you're already losing to teams running modern automated tools.

Here's the math that should wake you up.

20 outbound demos per month. $20k ACV. 20% conversion rate.

That's $80k in closed revenue. $400k in pipeline. From a $70k salary.

10x ROI. No ad spend. No brand awareness campaigns. Just outbound done right.

But here's how you actually hit those 20 demos consistently.

300 dials a day. 10% connect rate. That's 30 live conversations every single day.

Let's talk about that 300 number. Because most sales orgs are still running the 1950s playbook. One phone. One rep. 50 manual dials a day. Maybe 5 connects if they're lucky.

That's not a strategy. That's a handicap.

Low volume is a choice, not a constraint. The antiquated SDR approach, grinding through a call list like it's 1985 is dead. Parallel dialers changed the game. Your SDR can now run 300 dials while your competitor's rep is still on hold with their 23rd attempt.

But here's the brutal truth: volume means nothing if you can't convert.

The problem? Most SDRs drop the ball on those 30 chances. They connect and fumble. They get a decision-maker on the line and sound like every other rep reading from the same tired script.

The fix is a parallel dialer running AI-generated personalized scripts.

We're talking scripts built from deep research—not just surface-level info, but insights connected directly to the prospect's current business problems.

Here's what this looks like in daily operations: Our SDR connects with a decision-maker and opens by referencing a million dollar deal they just closed

The prospect's reaction? "You have me at a disadvantage."

That's what deep research does. It makes decision-makers stop mid-sentence and say "Wow, is this a cold call?"

Yes. Yes it is. And it's about to book a meeting.

Delivered live through a parallel dialer that ensures your SDR never fumbles those 30 daily conversations.

That's the difference between 2% and 20% booking rates.

46 demos last week.

Hectic doesn't begin to cover it.

But here's what I see constantly: early stage sales leaders obsessing over qualification criteria when they have zero pipeline.

You just joined as Head of Sales or VP. You're building out a motion from scratch. And you're creating elaborate scoring systems for leads that don't exist.

Stop.

Take every meeting you can. But not just to "learn."

You're iterating your offer. Testing your pitch. Refining until someone says "why would I say no to this?"

That's the signal. That's when you know you have something.

Until you hear that, keep going.

You cannot qualify what you don't have.

Think of it like this:

Pipeline is water. Qualification is a dam.

When you're at a drip, a dam is useless. You need volume first. You need flow.

Once you figure out how to turn that drip into a river, then you build the dam.

Then you get selective. Then you gate.

But not before.

BANT. Lead scoring. ICP checklists. Qualification frameworks.

I get it—you want to show you're building something rigorous. That you're not just "taking meetings."

But none of it matters until you have more pipeline than time.

Don't build a dam for a drip.

Chad and Sean just booked 10 demos in a 3-day work week.

The average outbound SDR books 10 demos a month.

They're just starting to ramp. The goal is to double that.

Here's the playbook:

2 systems. That's it.

Zoominfo for leads. iGTM for signals, research, parallel dialing, LinkedIn, and email.

No bloated tech stack. No analysis paralysis.

Day 2 they were on live calls.

Not watching training videos. Not shadowing for two weeks. On the phones, talking to prospects.

Speed to execution beats perfect preparation every time.

On the phone they run challenger sales.

Push back. Challenge assumptions. Lead the conversation instead of reacting to it.

Every touchpoint is personalized.

The opener. The discovery questions. The follow-up messages. Nothing generic. Nothing templated.

Multi-channel execution running in parallel.

Dialing while LinkedIn messages go out while emails land in inboxes. Not sequential. Simultaneous.

This is how you ramp fast:

Simplicity. Speed. Personalization.

Stop overcomplicating the tech stack. Stop delaying live reps. Stop sending generic outreach.

Give your SDRs two good systems, get them on calls immediately, and demand personalization at every touch.

The results speak for themselves.

If you want to use the platform we're giving 1 rep in 100 companies  a free seat

Chad and Sean just booked 10 demos in a 3-day work week.

The average outbound SDR books 10 demos a month.

They're just starting to ramp. The goal is to double that.

Here's the playbook:

2 systems.

"Wow, is this a cold call?"

Want the script that gets this kind of response

It's custom generated for every prospect we call

"Congrats on that 1m dollar deal, that's awesome! You got 30 seconds to chat about how to rack up more wins like that?"

Deep research told us they'd recently closed a million dollar deal. Our ability to reference that at the top of the call differentiated us from every other voice hitting their phone that day.

This is what piques curiosity, hyper relevance, to something your prospect cares deeply about

When you know something specific about their world, something they're proud of, something that matters, you're not interrupting anymore.

You're starting a conversation.

The old trade-off said you could have relevance OR volume. Deep research on every prospect, or hundreds of dials a day. Pick one.

That choice is dead.

The first parallel dialer built for high-signal research eliminates it entirely. iGTM.ai makes this level of depth possible at scale.

We're giving 1 SDR a free seat at the first 100 organizations. That sign up

The numbers were off. So I picked up the phone myself.

Not to micromanage. To feel what was broken.

Within the first few dials, I knew. Prospects were hanging up faster than they should. The script looked fine on paper. But saying it out loud? Something was off.

Here's what we had:

"Congrats on the acquisition by CSI back in October, that's a massive milestone for the team. Do you have 30 seconds to chat about how it's getting tougher to get Digital Banking and IT Leaders at community banks to have a meaningful conversation on the phone and LinkedIn?"

See the problem?

We mashed the pattern interrupt and the question together. No room to breathe. The compliment couldn't land before we were already asking for time.

So I split them.

Opener: "Congrats on the acquisition by CSI back in October, that's a massive milestone for the team."

Pause. Let it land.

Then the question: "Do you have 30 seconds to chat about how it's getting tougher to get Digital Banking and IT Leaders at community banks to have a meaningful conversation on the phone and LinkedIn?"

I tested it on my own calls first. The difference was immediate. Prospects actually responded to the compliment before I moved forward.

One button push. The fix went live to the whole team.

250+ cold calls later, I'm more convinced than ever.

You can't manage a script you've never lived. You can't diagnose what you've never felt. And you definitely can't fix what you've only read about in a dashboard.

So I'm curious - what are you testing on the phone right now to move the needle on conversion?

We failed for months in a row.

Every week was a different test. New ICP. New offer. New persona. New channel. Nothing stuck.

Then we started booking multiple demos a day.

That's when we knew we had something.

The difference wasn't luck. It was the speed of our testing loop.

Here's the framework:

Test your offer. Test your persona. Test your niche.

Set clear parameters. Realistic expectations. No "let's see what happens" - define what success looks like before you start.

Execute. Actually run the test with enough volume to matter.

Measure. Did it work or not? No feelings, just numbers.

Repeat.

The faster you can make your OODA loop, the better off you'll be. Weekly iteration beats monthly iteration every time.

Most teams waste months because they're afraid to kill something that isn't working. They give it "more time" when what it needs is a funeral.

We're giving away a free multi-channel sequencer to the first 100 reps at 100 companies to help speed up that testing process. 

We gave away 20 last week. 80 left.

Hit me up in the comments to see if you qualify

We failed for months in a row.

Every week was a different test. New ICP. New offer. New persona. New channel. Nothing stuck.

Then we started booking multiple demos a day.

That's when we knew we had

Enterprise Tech Sales at Ada | MEDDICC & Command of the Message Certified

NOW, more than ever, customers want more conversations with your brand. 

>> How are you planning to scale + meet the growing demand?

I work with CX teams to help scale customer support with the power of conversational AI. 

>> Conversational AI is helping solve problems of long wait times, repetitive questions, increasing headcount and unhappy customers.

Let's chat about how Ada can help your team scale the digital customer experience and bridge the gap in your brand interactions! 

_______

Ada has automated over 1.5B customer interactions for hundreds of leaders around the globe, including Zoom, Facebook, and Shopify. Now, we’re extending that expertise and the results we’ve delivered for customer support teams across the full customer experience.

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