Elric Legloire

Outbound Kitchen

Here’s how I can help you:

- SDR hiring and onboarding process optimization: find the right candidates and minimize mis-hires.

- Outbound optimization: 
    - Conduct a thorough audit to give you a clear view of your outbound performance.
    - Develop a strategy that includes ICP, buyer personas, and messaging (cold calls, emails, social selling) plus streamline operations (systems, analytics, and data) to boost efficiency and drive impactful results.

If you want to learn more, feel free to email me at bonjour@elriclegloire.com or DM me.

Chef AKA Fractional Outbound Leader

Welcome to the World of Outbound! The go-to newsletter to scale outbound, and turn it into your #1 growth engine.

Writer - Newsletter

Outbound Kitchen Podcast

Host

Amplemarket

Get a Demo: See the power of Amplemarket in action today! 👇
https://partners.amplemarket.com/elric-legloire

Advisor

SDR Leaders of EMEA

Ambassador

Pavilion

Pavilion is an exclusive membership for growth operators dedicated to providing support, assistance, education, and career growth to our Members.

I am part of a new Associate program for non-executives that aims to grow, educate and network within the Revenue Operations profession.

Associate, Pavilion

Welcome to the Jungle France

GTM: Outbound

callypso

GTM - Outbound

Agorapulse

Outbound & Inbound, for the NA, EMEA, and France region.

Global SDR Manager

CastorDoc

#1 BDR
Data industry
Total Funding $26m - Agoranov and Blossom Capital

Founding Team - GTM - Outbound

Chili Piper

- My teams generated $4m+ in pipeline and $800k+ net new ARR
- Join the company as an SDR, got promoted 4 times in 1.5 year
- Help grew and hired the global SDR team from 5 SDRs to 35 SDRs
- Promoted 13 SDRs from my teams (AE, CSM, and Team lead roles)

As SDR Manager, Enterprise:
- Took an underperforming team: 35% (May 2022) to a team that exceeds quota 111% (October 2022) and made improvements based on data.
- 1 of my SDR was averaging 40% quota attainment before I join the team, in November he was averaging 140%.

Responsibilities:
- Manage, develop, and hire a team of 4 global outbound SDRs (Land and expand model)
- Drive a high-performance, high-accountability culture to achieve and exceed sales development goals
- Identify and make recommendations for improvement in the areas of process, efficiency, and productivity

Enterprise SDR Manager, Global (laid off November 2022 due to company-wide reduction)

From Team lead, Sr. Team lead to SDR Manager, Mid Market - EMEA
- Grew the team from 3 to 10 SDRs and 1 team lead
- Average of 91% quota attainment
- Manage, develop, and hire a team of 10 EMEA outbound SDRs, and 1 team lead

SDR Manager, EMEA

Sr. SDR Team Lead, EMEA

EMEA SDR Team Lead

- #1 SDR in pipeline creation on the North American market (out of 12 SDRs)
- Promoted to Team Lead within 8 months

Sales Development Representative (SDR), Mid-Market, North America

Outbound GTM strategy for B2B SaaS companies | SDR leader | Follow me + 🔔 for prospecting, productivity, and sales career tips for SDRs

Now: I run Outbound Kitchen, the community for GTM Leaders & Outbound reps. We are launching a private community. We also host a podcast, newsletter, and we run online events for outbound practitioners. You can find it all at https://outboundkitchen.substack.com/

Before starting Outbound Kitchen: I spent my career in outbound sales and grew from SDR to Head of SDR. As a GTM Leader, my work helped companies like Chili Piper, Globalization Partners, Castordoc, Talkpush, and Agorapulse drive $20m+ in outbound pipeline. I've done a bunch of consulting and advising in the past, but 99% of my time right now is spent building Outbound Kitchen: a B2B community business.

SDR Manager

I help SDRs perform to their full potential and crush their quotas by mastering the mindset, habits, and skills needed to perform at the highest level.

$72K ARR per BDR monthly is not normal. 

Here's how Owner built the most efficient team in SaaS.

95% of meetings? Booked on the phone.
83% hiring success rate.
Under 3 months to ramp.

Most BDRs waste half their week on busywork.

That's 2.5 days not prospecting.

At Owner.com, BDRs spend most of their day on the phone.

Here's how they did it:

1. They only call the right accounts

Built 2 account scoring models.
One predicts win rate. One predicts deal size.
BDRs only target winners.
Data quality? Fixed.
Connect rates jumped from 3% to 16%.
No time wasted picking accounts.
The system routes them automatically.

2. They killed the busywork

Most BDRs waste time on:

❌ Calling dead numbers
❌ Researching junk accounts
❌ Picking accounts based on gut feel

Owner fixed all of it:
✅ Every account comes pre-researched
✅ Best accounts flow into sequences automatically
✅ Messaging changes based on account stage
✅ BDRs never touch bad data

3. They invested in support early

1 ops person for every 20 reps.
BDRs don't waste time figuring stuff out.
Onboarding uses AI simulations.
Trained on real conversations.
Constant coaching. Constant training.

BDRs ramp faster. Perform better.

Why this matters:

Owner runs 2 BDRs for every 1 AE.
In SMB sales.
This is next-level execution.

--

📌 I spent 20+ hours breaking down Owner's full playbook.

And 100+ hours on the others.

Snowflake. Ramp. Rippling.
7 complete teardowns.
The best outbound teams in SaaS.

Want all 7?

Click "View my website" under my name.

👨‍🍳 Elric Legloire

I help B2B SaaS create outbound systems for sustainable growth | Account-based demand creation, not 2022 lead gen recipes

ElevenLabs hit $200M ARR in August 2025.

Took 20 months to reach $100M, then just 10 months to double to $200M.

During that acceleration? 

Outbound went from 5% to 35% of total pipeline.

Jonathan Chemouny (VP Sales Dev at ElevenLabs) broke down how he built their multi-channel outbound engine with lemlist.

What's inside: 8 takeaways on what they're doing differently

- Multi-channel sequences (LinkedIn → Email → WhatsApp)
- Obsessive A/B testing culture (every subject line, CTA, tone)
- Field-first SDRs who meet prospects IRL
- WhatsApp as a high-intent reactivation channel
- Using their product in outreach (AI-cloned voice messages)
- Clay for data enrichment, scoring & buying signals
- Deliverability obsession (bounce rate monitoring, domain rotation)
- AI-generated personalized videos using their own tech

Here's the short version:

They don't just send emails.

They build multi-channel flows that warm leads before the ask: LinkedIn view → Email → Connect → DM → WhatsApp.

The impact of their outbound engine:

- 210% quota attainment in Q2 2025
- Outbound grew from 5% → 35% of pipeline in 6 months
- Booked meetings with CAC40 CEOs using AI-cloned voice
- 25% reply rates on top campaigns (industry avg: 5-10%)

This is a collaboration with Lemlist showcasing how one of their customers crushes it with multi-channel outbound.

How to get it:

- Like this post
- Comment "Outbound"
- If we're not connected, hit connect so I can DM you

Need it faster?

DM me "Outbound" and I'll send the complete breakdown today.

Brand partnership • I help B2B SaaS create outbound systems for sustainable growth | Account-based demand creation, not 2022 lead gen recipes

Most sales success comes from mastering outbound. 

Here are 16 must-read books to scale outbound. 

• Gap Selling by Keenan
• Giftology by John Ruhlin
• Outbounding by Skip Miller
• Influence by Robert Cialdini
• Problem Prospecting by Mark Ackers
• Fanatical Prospecting by Jeb Blount
• Never Split the Difference by Chris Voss
• Revenue Architecture by Jacco van der Kooij
• Busting Silos by Hillary Carpio and Travis Henry
• The Sales Development Playbook by Trish Bertuzzi
• Cold Calling Sucks by Armand Farrokh & Nick Cegelski
• How to Win Friends and Influence People by Dale Carnegie
• The Challenger Sale by Matthew Dixon & Brent Adamson
• The Challenger Customer by Matthew Dixon & Brent Adamson
• Leading Sales Development by Alea Homison & Jeremey Donovan 
• The SaaS Sales Method for SDRs by Jacco van der Kooij & Dan Smith

Each book offers unique outbound insights and strategies. 

They cover everything from prospecting to closing and leading teams. 

Dive into these books to scale outbound.

Follow me 👨‍🍳 Elric Legloire for daily outbound tips.

Top 16 books to scale outbound

I just read the State of EMEA Sales Development Survey 2025, and three numbers hit different:

1. 55.9% of companies INCREASED their SDR teams in the last 12 months.
They doubled down.

Why? Because the teams that built proper systems, account-based targeting, quality over quantity, systematic processes, are printing pipeline. 
The death narrative is half right: spray-and-pray SDR teams ARE dying. Strategic, system-driven teams are thriving.

But here's where it gets weird:

2. 13.7% now use AI SDR agents (like 11x, Artisan). That's higher than I expected given how many of these tools have brutal churn rates.

Yet SDRs using AI tools (Clay, ChatGPT, etc.) show ZERO correlation with quota attainment (yet).

The gap? 

Most teams have the tools. Few have the workflows, training, and systems to extract value. Access ≠ results.

3. 13.7% now have dedicated GTM Engineers, roles that barely existed 12 months ago.

These aren't RevOps people. They're technical operators building the infrastructure SDR leaders have been begging for: Clay workflows, CRM automations, AI integrations, account scoring.

Finally, SDR leaders can spend more time on enablement.

The pattern is clear:

Outbound isn't dying. It's professionalizing. 

Think Michelin kitchens vs fast food: the difference isn't how many cooks you have, it's the systems, mise en place, and infrastructure that let you deliver quality at scale. 

Engineering > headcount.

Want the full report? You can read it here:
 https://lnkd.in/eCYZYaub

SDR: "What separates top performers from the rest?"

My reply: Business Acumen.

Here's the problem: 
Companies invest heavily in product enablement but ignore business acumen enablement.

Your SDRs know every feature, benefit, and use case. 
They can recite your pitch deck in their sleep. 

But they've never done their prospects' jobs.
They don't understand what keeps a VP of Sales up at night or why a CMO is stressed about pipeline.

So they sound like every other cold caller prospects ignore.

Here's how to fix it:

→ Listen to your sales calls

Jump into Gong this week. 
Listen to 5 customer conversations. 
Not for pitch perfection, listen for the words prospects actually use. 
The problems they describe. 
Why they even took the meeting.

Marketing gives you a pitch deck. 
Prospects speak a different language entirely.

→ Consume what your prospects consume

Find their favorite podcast. 
Read the blogs they share. Join the communities where they hang out.

Top performers don't just study the recipe, they talk to the ingredient providers and understand what makes each one work.

Here's what changes:

When your SDRs understand the business, it shows up everywhere. 

In their phone calls. Their emails. Their LinkedIn messages.

They stop asking generic discovery questions and start asking the ones that make prospects pause and think.

They know what to reference. 
What pain points actually matter. 
What language resonates.

This is how you build SDRs who create conversations instead of reciting scripts.

What do you think drives success for SDRs, other than business acumen?

CEO: "We want to 2x revenue in 2026."

His plan? Hire 6 more SDRs. 

Problem: his current 2 SDRs were still figuring out outbound.

My advice: "Don't hire anyone until your team hits 12 SQOs per SDR per month, consistently, for 3 straight months."

He's still waiting. And saving roughly $360K in wasted headcount costs.

Here's the mistake most GTM leaders make:

They plan headcount top-down:
"We need $5M in new ARR"
"So let's hire 12 SDRs × 12 SQOs (goal) = pipeline = revenue"
"Done. Let's post the JDs."

But that math ignores reality.

You're planning with goal numbers, not actual performance.

If your current SDRs are creating 6 SQOs/month (not 12), and your meeting-to-opp conversion is 40% (not 60%), hiring 6 more SDRs doesn't magically fix that.

You're just scaling broken processes.

Bottom-up planning forces you to use current conversion rates: 
→ What are SDRs actually creating today? 
→ What's your actual meeting conversaion rate? 
→ What's your actual show rate? 
→ What's your actual meeting-to-opportunity conversion?

If those numbers aren't consistent and hitting your benchmarks, adding headcount just multiplies the problem.

You end up with:

- 10 SDRs producing what 4 should produce
- Managers firefighting instead of coaching
- AEs without pipeline
- A board asking why you're burning cash

The real cost?

Each premature SDR hire costs you ~$60K/year (salary + tools + management overhead).

Hire 6 too early when your system isn't working = $360K burned to scale zero results.

The better way: Bottom-up planning.

Start with what your SDRs actually produce today. Validate the system works. Then scale it.

If your SDRs create 6 SQOs/month right now, don't hire more until you figure out why it's not 10.

Fix the conversion rates first. 

Get consistency for 3 months. 
Then hire.

📌 Tomorrow in my newsletter, I'm sending out my framework for planning 2026 headcount the right way, including how to calculate capacity needs, when to actually pull the trigger on hiring, and how to phase your growth without burning cash.

Subscribe here: https://lnkd.in/extGYXdY

Paid subscribers get my new Google Sheet: 
Scale Outbound: Headcount & Capacity Planning V2, where you plug in your actual numbers (not goals) and see exactly what hiring SDRs 5, 6, and 7 will do to your pipeline and cash burn.

Until then: if your SDRs aren't consistent yet, don't hire more people.

Master your recipes before you open more tables.

How to launch outbound in Q4 with AI.

Start with Deep Customer Analysis.

Copy-paste this prompt below:

"Act as a world-class market research analyst with 10+ years of experience in B2B customer analysis.

Your Task: Analyze 
-[YOUR COMPANY WEBSITE URL] 
-[YOUR COMPANY CASE STUDY PAGE URL]
-[YOUR COMPANY G2 URL]
to uncover the deepest customer insights that will fuel high-converting outbound campaigns.

**Research Framework:**

**1. SOLUTION IMPACT ANALYSIS:**
- What specific business problems does [YOUR COMPANY] solve?
- What measurable ROI/impact do their customers achieve? (Look for case studies, testimonials, reviews)
- What happens if prospects DON'T solve these problems?
- What alternatives are prospects using today?

**2. CUSTOMER SUCCESS PATTERNS:**
- Analyze 5-10 customer testimonials/case studies for common themes
- What words do customers use to describe their pain points?
- What business metrics improved after using [YOUR COMPANY]?
- What was the "last straw" moment that made them buy?

**3. COMPETITIVE POSITIONING:**
- How does [YOUR COMPANY] differentiate from competitors?
- What unique value do they provide?
- What do G2/Capterra reviews reveal about strengths/weaknesses?

**Output Format:**
1. **Core Pain Points** (ranked by intensity 1-10)
2. **Customer Impact Metrics** (specific numbers/percentages)
3. **Differentiation Hooks** (what makes them unique)
4. **Customer Language** (exact phrases prospects use)

**Research Sources:** Company website, case studies, reviews, LinkedIn posts, industry reports, G2, Reddit."

Variables to replace:

[YOUR COMPANY WEBSITE URL] = Insert your actual website URL
[YOUR COMPANY] = Insert your company name
[YOUR COMPANY CASE STUDY PAGE URL] = Insert your caste study page
[YOUR COMPANY G2 URL] = Insert your G2 page

Pro Tip:

Pay special attention to the customer language section, these exact phrases will become your outbound messaging.

This is #1 of 6 prompts 

I use to launch outbound campaigns. 

The rest are in my newsletter 
→ 7-day free trial: https://lnkd.in/ekvwJtDW

Follow me 👨‍🍳 Elric Legloire for more.

Tactics without strategy is why outbound fails.

Most teams start with templates and tools. 

Then wonder why their response rates tank.

Here's the truth: 
You can't write relevant messages if you don't know who you're targeting. 
You can't define your ICP if you haven't analyzed your business model first.

Strategy and systems come before tactics.

That's why I'm starting a new series where I break down my complete outbound system using real companies as examples.

First up: salesmotion.io (account intelligence for B2B sales teams).

I'm showing you all 7 steps I use with my clients:

→ Company analysis (this drives everything) 
→ TAM and ICP definition 
→ Research data points for scoring and messaging 
→ Scoring system (prioritization Part 1) 
→ Signals + Hit list (prioritization Part 2)
→ Stakeholder mapping 
→ Messaging strategy (using my Chef's Sample framework)

By the end, you'll see how each step builds on the last. And why skipping steps breaks the entire system.

This is how you build outbound that works at 2M ARR and scales to 50M+.

Read the full breakdown here: https://lnkd.in/eG3xUAuP

Paid members: You'll get all the AI prompts to build this faster for your own team.

P.S. Why Salesmotion? Early-stage, founder-led, bootstrapped. Constraints drive strategy. You'll see exactly how business stage shapes every decision from ICP to messaging.

5 outbound lessons from Snowflake at $4.6B ARR

They added $900M in ARR in 2024. 

60% of that came from SDRs.

Here’s what their outbound team is doing differently, and how you can apply it.

Even if you’re not a $4B company.
 
Most companies are doing outbound backwards.

They run sales, SDR, and marketing as separate teams fighting over the same accounts. 

Snowflake figured out something different.

1. SDRs Mostly Work Warm Accounts

No cold lists.
They wait until an account engages with ads, the website, or content before doing outreach.

Result?
✅ 36% meeting rate on ABM accounts (vs 10% on non-ABM).

You can do this too:
- Run ads or webinars to warm accounts
- Track website visits
- Trigger outreach after clear intent

2. Real-Time Scoring Every 2 Hours

Data from Outreach updates every 2 hours.
Leads are re-scored and reprioritized automatically.

No more chasing stale leads.
Their CRM is alive.

You can do this too:
- Refresh firmographic + intent data weekly (ZoomInfo, Clay)
- Auto-score accounts based on real engagement
- Focus reps only on the hot stuff

3. One GTM Team. One Funnel.

Sales, SDR, and Marketing operate as ONE unit.
No MQL drama. No silos.
No lead funnel.
Just 1 account funnel. 

They share one playbook:
→ Collaboration → Activation → Optimization

You can do this too:
- Agree on ONE list of accounts
- Align on roles (warm, contact, close)
- Run weekly GTM standups

4. Action Boards Over Dashboards

Reps don’t scroll dashboards.
They log in and see:
“Call these 5 accounts. Here’s why. Here’s what to say.”

You can do this too:
- Build boards with: recent activity + account name + message suggestions
- Make it stupid simple. No digging. Just action.

5. Generative AI = Faster Ramp, More Meetings

300 SDRs. 200 new hires per year.
They use GenAI to write better messages, fast.
AI-assisted reps are doubling meeting rates.

You can do this too:
- Use ChatGPT to research and Claude to write
- Plug it into onboarding to help reps ramp faster

📌 Curious how Snowflake scaled outbound to $4.6B ARR?

 I spent 20+ hours breaking down Snowflake's full playbook.

And 100+ hours on the others.

Ramp. Rippling. Pigment. Owner.com. HockeyStack. Gorgias
7 complete teardowns.
The best outbound teams in SaaS.

Want all 7?

Click "View my website" under my name.

I can't read my own handwriting.

Three days after a CRO call, I open my notebook:

"SDR bu??out?"
"manual...something 3hrs"
"competitor - Sal?? Out??"

Can't read it.

And when I CAN read it?

I have no idea why I wrote "Q3 budget."

Zero context.

Here's my problem: I'll never stop taking notes during calls.

It's how I think.

How I stay present when a CRO explains their broken outbound.

But my notebook was useless 72 hours later.

Then I found Granola.

An AI notepad that made me ditch pen and paper.

Here's what happens now:

During calls: I type in Granola like it's my notepad

"Team can't pick accounts"
"Still doing 2022 manual stuff"
"Budget's there but they're scared"

Messy bullets. Stream of thought.

After the call: Granola enhances my messy notes with full transcription.

It works alongside my recording tools.

Turns my quick bullets into structured notes.

With actual context.

Days later: I can actually find things

"Which CROs mentioned SDR burnout?"

8 calls. Exact quotes. In 3 seconds.

After 2 weeks and 10+ calls:

→ No more "what did I write?" moments
→ Prep takes 2 minutes, not 20
→ I remember exact words prospects used
→ My recording tools capture everything, Granola makes my notes useful

The best tools don't kill your habits.
They upgrade them.

I watched an SDR team waste months targeting the wrong people. 

Only 20% of their list was at ICP accounts.

They built their outreach list focused only on personas.

They searched for Marketing Leaders. 
Added hundreds to their sequences. 
Hit send.

But they skipped the most important step.
They never picked their accounts first.

Here's what happened:
Only 20% of their list worked at ICP accounts.

The rest? Wasted effort.

A Marketing Leader at a B2C brand has different problems than one at a SaaS company. Different goals. Different challenges.

So when the team sent their messages?
Crickets.

Low replies. 
Frustrated SDRs. 
Hours burned for people who'd never convert.

And then they said it: "Cold outreach is dead."

But outbound wasn't broken.
Their process was.

The fix?

Pick your accounts first. 
Then add your personas.

Not personas alone.

Accounts + Personas. 
In that order.

Because it doesn't matter how perfect the persona is. Or how good your message is.

If they work at the wrong company?

They won't reply.

Account-based first. Personas second.
That's how you make outbound work.

Follow me 👨‍🍳 Elric Legloire for daily outbound tips.

CEO: "We hired this SDR because we liked him."

No skills assessment. No structured interview. No evaluation framework.

Just... vibes.

Three months later? The rep hadn't booked a single qualified meeting. 

But here's the real problem:
That CEO was spending most of his time coaching underperformers and fixing processes.
And maybe 5% on hiring.

This is backwards.

You can build the perfect outbound playbook. 
Implement the best tech stack. 
Run weekly coaching sessions.

But if you hire wrong? 
None of it matters.

An average rep with world-class training will still lose to an A-player with an average process.
Yet most early-stage leaders obsess over everything EXCEPT hiring. 

What actually works? 

A repeatable system:
→ Define your Ideal Rep Profile first Map the exact skills, traits, and experience for YOUR stage (Founding SDR ≠ Series B SDR)

→ Build evaluation consistency 20+ behavioral questions, role-plays, case studies, every candidate gets the same process

→ Source from multiple channels Referrals, outbound recruiting, LinkedIn, communities, don't rely on who randomly applies

→ Use data, not feelings Decision Memos + Scorecards remove bias and force you to justify every hire objectively

Bottom line?

Stop optimizing your coaching for average reps.
Start obsessing over never letting them through the door.

Follow me 👨‍🍳 Elric Legloire for daily outbound tips.

Back in 2021, I discovered a $26K monthly leak. 

30 SDRs were playing data detective instead of prospecting.

Our SDRs were juggling 3 different data providers.
Just to find contact information.

Here's the math that killed me:

Each SDR spent 1 hour daily on manual data work.

That's 600 hours per month across the team.

At $44/hour, we were burning $26,400 monthly.

On manual work instead of actual prospecting.

But here's what made it worse:

Even with THREE providers, we still had coverage gaps.

SDRs would strike out on Provider A.
Try Provider B.
Then Provider C.

And sometimes still come up empty-handed.

The reality:
Our reps should have been having conversations.
Not playing data detective.

I learned the hard way:
If you want a productive outbound team, you MUST build strong data infrastructure first.

Fast forward to 2025:
You have zero excuse for this.

Tools like FullEnrich now aggregate contact data from 20+ premium vendors.
In one platform.

The result:
- No more juggling multiple tools
- Fewer coverage gaps
- No more manual data entry eating your budget

The bottom line:

Data infrastructure isn't just "nice-to-have."
It's THE foundation of outbound success.

If you're leading outbound and still making reps hunt for data manually:
You're burning money.
And killing productivity.

Nooks

Senior SDR

Flosum

Flosum Data Management helps keep your CRM data in your control & 
- Save on Salesforce storage costs
- Automate Data Backups 
- Implement one-click disaster recovery 
- Deploy SFDC applications faster while staying compliant

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