Elric Legloire

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

If your outbound doesn't work, it's not a talent issue. It's a system issue.

Most B2B SaaS companies don't have a system for outbound. They have individual reps doing their own thing, different definitions of the same terms, no standard processes, and knowledge that lives in people's heads instead of in systems.

The result: chaos that looks like a talent problem but isn't.

I created the Outbound Kitchen System, a standardized system any B2B SaaS company can implement to make outbound predictable and scalable. Shared data. Shared language. Shared methodology.

The systems has 6 sections:

The Foundation - Strategy, market, ICP, product fit, company stage
The Ingredients - Accounts, data, signals, research
The Recipe - Messaging, sequences, channels, plays, playbooks
The Kitchen - Operations, tech stack, AI, productivity
The Team - Talent, training, enablement, coaching
Plus The Menu - Metrics, dashboards, forecasting, planning

$50M+ pipeline sourced. 30+ B2B SaaS companies. 7 years.

Two ways to implement the system:

- The Full Menu (done for you) - 90-day implementation
- Private Chef Retainer (Done with You) - Ongoing advisory

Ready to implement the system? DM me or book a tasting.

Want to learn the model first? 
Get a seat → newsletter.outbound.kitchen

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.

I just joined lemlist as an ambassador.

I build outbound systems for GTM teams. lemlist runs three of them right now. My own. Two clients.  

So when Erwan Gauthier, VP of Growth (lemlist, asked me to come on board, it was a formality. I was already in.

I don't evaluate tools by feature lists. I evaluate them by how they fit inside a system.

And most teams get this wrong.
They buy tools before they build process.  

New email platform. New dialer. New intent data provider.
Stack grows. Results don't.

Then they add channels without orchestration:
- Email blast on Monday
- LinkedIn spray on Tuesday
- Cold calls with no context on Wednesday

(At some point someone suggests buying another tool.)

The problem was never the tool.

It’s one of the few platforms that lets you orchestrate email, LinkedIn, calls, and intent signals in one motion, not five disconnected tabs. 

I already use it. My business. My clients. Production, not pilot.

Some of the best outbound teams I study run on it too. 

Teams like Gorgias and ElevenLabs don’t run siloed outreach. 
They run orchestrated, signal-driven systems.

Not small operations, three-star outbound programs.

Thank you for having me team!

We're just getting started!

Outbound systems designed to 2x your team’s results, before adding headcount.

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One day. Five sessions. 

Every one built for SDR leaders who own outcomes.

That's Funnel 26, March 5 in Austin.

My friends: Dale Thorn, David Wilkins, and Anastasia Chihai put this together for 2nd-line SDR leaders. A curated single day where every session connects to how you grow revenue, lower CAC, or protect pipeline.

Here's the lineup:

Morgan J Ingram kicks off with a keynote on making sales human in an AI world.

Then a leadership panel, Angela Frackowiak moderates with Jonathan Mayer, Illango Dhandayudham (Ingo), and Sara Angell on what it takes to be the leader your leader needs.

Jay Glenn runs a workshop on tracking your team's P&L and CAC. Financial literacy most SDR managers never get.

Priyanka Venkat (HubSpot) and Peter Mollins (Nooks) close with a practical AI session, real use cases and a prioritization framework you can take home.

The day wraps with an AMA with all panelists.

Five sessions. One day that's worth more than most two-day conferences.

Ticket link: https://luma.com/funnel26

CEO: "We told the team to start doing outbound."

90 days later: nothing.

Most leaders think outbound is simple:

Hire 2 junior SDRs
Buy 1-2 tools
Hand them a phone
Let them figure out
Watch pipeline flow

That's the 1%. The tip of the iceberg.

The 99% no one talks about?

ICP building. Tech stack. A/B testing. Buying triggers. Persona research. Account scoring. Multi-threading. Email deliverability. Data infrastructure. Messaging strategy. Rep training. Continuous iteration.

Skip it, and here's what happens:

Budget burns.
SDRs dial into the void.
Pipeline stays flat.
The board asks questions you can't answer.

Most outbound programs die in the first 90 days.
Not because outbound doesn't work.
Because leadership treats it like a light switch.

Top teams don't do that.

They treat outbound as: 

A company-wide strategic initiative & a system.

Not a side project for junior reps.

Your job as GTM leader:

Make the path obvious.
Remove every piece of friction.

-

📌 Want to see how top outbound teams  do it?

I broke down the outbound systems at Snowflake, Rippling, and Ramp.

Eight breakdowns. Free.

Comment “outbound” and I’ll send you the link to the full series.

Enjoy this? ♻️ Repost it and follow Elric Legloire for more outbound systems.

Inbound alone won't scale your business.

It works, until it doesn't. 

SEO plateaus. Content saturates. And the pipeline you built on channels you don't control starts flattening right when growth depends on it.

Most teams don't think about outbound until that happens. 
By then they're 6-12 months behind. 
You can't build a pipeline engine under pressure.

The best teams add outbound while inbound is still working. 
Not as a backup. 

As a second engine they actually control:

→ Choose the accounts
→ Choose the timing
→ Choose the message

ElevenLabs is the latest proof.

$330M ARR in 3 years. PLG and inbound humming. They still built outbound from scratch and scaled it from 5% to 30% of closed deals. They didn't wait for inbound to dip. They built while it was accelerating.

You've seen this pattern before. 
The companies that scale fastest treat outbound as a proactive bet.

Jonathan Chemouny (VP GTM, ElevenLabs and Charles Tenot (CEO, lemlist) are going live to break down how ElevenLabs built theirs.

What you’ll learn :
​→ The execution keys behind ElevenLabs’ GTM growth
→ ​Their performance metrics to monitor revenue acceleration
→ ​How outbound evolved from a marginal channel to a major revenue driver - and why they still invest in outbound despite strong inbound
→ The systems, sequences, and prioritization logic that actually worked
​→ How they leveraged their product to accelerate conversation-to-meeting rate

Feb 18. 9 AM PT / 6 PM CET. 45 min, live Q&A, templates included.

Register here → https://luma.com/s5ze78db

​

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
• Fanatical Prospecting by Jeb Blount
• Never Split the Difference by Chris Voss
• The Science of Scaling by Mark Roberge
• 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.

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16 books to scale outbound in 2026

Same team size. 3x the pipeline.

That's what ClickUp's Growth Ops team delivered. Not by hiring more reps. Not by switching CRMs. Not by finding a magic "AI outbound" shortcut.

By investing in two things most teams ignore.

Half the improvement came from enablement.

In-office work. Daily coaching sessions. Rep development that compounds week over week. Not a quarterly training offsite. Daily repetition of fundamentals.

XDRs co-authored every process change. The people doing the work shaped how the work gets done.

The other half came from systems.

Reps went from ~35 calls/day to ~150 calls/day. Not through harder work. Through better systems.

Automated signal monitoring pushes intel into rep workflows. AI stitches context from Salesforce, product usage, firmographics, and real-time company news into talking points before every dial. The Nooks parallel dialer handles volume. The infrastructure handles everything else.

Their opportunities-created chart from Aug '24 to Jan '26 is a hockey stick. The system investment compounded.

Most teams facing a pipeline problem default to one move: add headcount or buy another tool.

ClickUp did neither. They invested in the system that made every rep and every dollar more productive.

The lesson: your pipeline problem is almost always a system problem in disguise.

Fix the system. The numbers follow.

--

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📌 Most teams facing a pipeline problem add headcount or buy another tool.

ClickUp invested in the system instead. Same team. 3x the result.

They're one of 8 companies I broke down, Snowflake, Ramp, Rippling, and more. Same pattern across all of them: the teams winning aren't outworking anyone. They're out-systeming everyone.

Comment "outbound" for the full series.

Old way: Train SDRs once. Hope it sticks.
New way: Build a practice culture with AI coaching.

Troy Johnson is back for Part 2.

Last time, he broke down how JumpCloud approaches SDR enablement. This time, he's going deeper, showing us exactly how to use AI role-play to build a practice culture that scales.

On the menu:

- How to use AI role-play beyond onboarding (5 use cases)
- How to get reps to actually adopt AI practice tools
- How to build an SDR progression program with AI coaching

Troy is the SDR Enablement Program Manager at JumpCloud. He's built AI role-play programs across onboarding, competitions, and progression tracks - and he's currently developing an SDR-to-AE accelerator using AI coaching.

This is show-and-tell format. He'll share his screen. Show us what's actually working.

When: Wednesday, February 18
Time: 6 AM PT / 9 AM ET / 3 PM Paris
Where: LinkedIn Live

Click "Attend" to register for the Outbound Live.  

Got questions? Drop them here to make sure they get covered.

Can't make it live? Register on Luma and I'll send the recording.

P.S. Outbound Live is a new show where outbound practitioners share their screen and build workflows live.

5 AI Role-Play Use Cases for Outbound Teams - From Onboarding to Objection 

Problem-based language converts 3x better than product pitching.

That's not opinion. That's Gong data from 100,000+ cold calls.

16% success rate when you talk about problems.
5.5% when you lead with product buzzwords.

Jason Bay calls this the "reverse pitch."

Instead of: "Hey, at XYZ company we help businesses do ABC..."

Focus on: "The number one thing we're hearing from leaders like you is [specific problem]. Is that something you're thinking about?"

Most reps get solution-focused too early. They talk product before they've earned the right.

The reverse pitch flips that. Lead with problems. Let them ask what you do.

The podcast is back. We go deeper on the reverse pitch framework in the full episode: https://lnkd.in/eUS3wjp4

More reps won't fix broken outbound.

I talked to a CEO who wants to 2x revenue this year. 

His plan? Hire more reps.

The problem: his current team isn't hitting quota.

I said no. You don't hire more reps until the team you have can book meetings predictably, at least three or four months in a row, before we even discuss adding headcount.

This is The Headcount Trap.

The belief that revenue only scales with bodies. 

It doesn't. It scales with systems.

Hiring into a broken process just multiplies the dysfunction. More reps running the same bad data, the same generic sequences, the same zero documentation. You get more cost for the same output.

What I told him instead:

- Rework ICP definitions
- Don't let SDR pick accounts 
- Build a hit list: past customer, closed lost opp, etc.
- Invest in data (mobile AND email addresses)
- Remove as much as possible of manual tasks: your tema should be focus at least 70%+ on prospecting
- Experiment! At this stage you need to validate outbound.
 
Then, once the current team is producing predictably, we talk headcount.

2x revenue is a goal. A repeatable system is how you get there. More reps is not.

Before you post that next SDR job req, ask: is this a people problem or a systems problem?

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Snowflake hit $4.4B ARR. SDRs generate 60% of their pipeline.

Not through tricks. Not through AI hacks. Through a system.

Most outbound teams operate in silos. Marketing runs ABM campaigns. SDRs blast cold emails. Sales complains about lead quality. Nobody talks.

Snowflake treats outbound as a cross-functional system. 

Five components:

COLLABORATION
Marketing, SDRs, and Sales operate as ONE team. No silos. Shared accounts. Shared goals. Act on signals within two weeks.

INTELLIGENCE
First-party signals (website visits, product usage) combined with third-party intent data. Track intent before reaching out.

ACTIVATION
The "1-2 Punch" play: ABM warms accounts for 2 weeks. SDRs reach out once engagement spikes.
Result: 36% meeting rate on ABM accounts vs 10% on non-ABM.

ENGAGEMENT
Multi-channel orchestration. Email, LinkedIn, calls, direct mail. Same message, every channel.

OPTIMIZATION
Bi-weekly alignment between Marketing and Sales. Account-level measurement, not lead-level vanity metrics.

The data:
- Regions using suggested account lists: 46% meeting rate
- Region that ignored them: 17%
- Tier A accounts: 40% had open opportunities
- Tier B-E accounts: only 10%
- Deal velocity: 2x faster on ABM accounts
- Top-tier accounts convert 5x better

Most teams run 2022 playbooks.

Snowflake runs a system.

Which component is your team missing?

-- 

Enjoy this? ♻️ Repost it and follow Elric Legloire for more outbound systems.

📌 Want the full teardown? 

I've broken down Snowflake's full outbound system (and 7 other companies from $40M to $4.4B ARR).

Get the 8 teardown here: https://lnkd.in/ephWKf3g

Snowflake-Outbound-System

"They don't get ramped up until month six."
 
Troy Johnson hears this from companies all the time. And every time, the math tells the same story.
 
SDRs stay about 3-4 quarters. If they do not hit full production until month 6, you get maybe two quarters of real output. That is half their tenure spent ramping.
 
Bring in dedicated enablement, cut ramp to 2-3 months, and you get 3-4 quarters of production instead.
 
The difference:
 
- Without enablement: 6 months ramp + 6 months producing = 50% efficiency
- With enablement: 2-3 months ramp + 9-10 months producing = 75%+ efficiency
- That is not a marginal improvement, it is a structural one
 
Most companies treat slow ramp as inevitable. They throw more content at reps, hope managers can coach, and accept that month 6 is "normal."
 
It is not normal. It is expensive.
 
If your SDRs are not producing by month 3, the problem is not the reps. It is the system around them.

Fix your data layer before you scale outbound.

Not after. Before.

I've seen this pattern too many times:

Team hires 5 more SDRs.
Buys new AI tools.
Launches a lot sequences.

Results? Flat.

Because the data foundation was broken from day one.

Your data layer is three layers working together:

Account data: firmographics, technographics, industry, size
Contact data: emails, direct dials, job titles, reporting lines
Signal data: intent, job changes, funding rounds, hiring surges

Bad data doesn't scale. It multiplies.

- 5 reps calling dead numbers = 5x the waste
- 10 reps emailing bounced addresses = 10x the damage
- 20 reps working wrong accounts = 20x the frustration

What to fix first:

1. Multi-source enrichment (not single-provider dependency)
2. Continuous validation (not one-time testing)
3. Quality scoring (not just quantity)

Then scale.

One source gives you gaps.
Multiple sources working together close them.

Fix all three layers. Then scale everything else.

-- 

📌 If you’re looking for other ways to scale outbound. 

I break down the full outbound systems of 8 top teams like Rippling, Snowflake, and Ramp in a 8-part email series.

Click “Visit my website” to get it for free.

Been experimenting with Claude Code for outbound the past few months. It hasn't replaced anything, it's become the layer before everything else.
Here are 9 ways I'm using it:

1. Call prep that educated & shows value - Build TAM analysis and in-market accounts before the call so prospects get value whether they buy or not

2. Tradeshow workflow - Scrape exhibitors, check CRM, find contacts, prioritize who to talk to

3. Account-based campaign builder - Feed 2 CSVs, get back researched campaigns with messages matched to each contact

4. ICP/TAM analysis - For clients and my own prospect research

5. Account list building - Building target account lists  

6. Merging and cleaning CSVs before Clay - Prep work so I can import those CSV to Clay. 

7. Web scraping - Or building Apify scrapers for harder sites

8. Custom CRM lookup app - One client's CRM API was too limited, built a workaround

9. Knowledge layer from conversations - Storing call notes, pain points, objections to spot patterns

You don't need to be a developer to use this.

The shift from "prepping to qualify" to "prepping to educate" has changed how prospects show up to my calls.

They come in curious, not defensive.

P.S. For those who haven't used it: Claude Code is an AI coding assistant that lives in your terminal. It writes scripts, scrapes websites, cleans data. No developer required.

Full breakdown with examples:  https://lnkd.in/eW8xM6j5

--

How are you using Claude Code in your workflow?

Ramp hit $1B ARR in 2025.

Scaled sales from 130 to 400+ reps in 2.5 years.

They are the fastest-growing SaaS out there.

Their secret sauce? AI-powered go-to-market strategies.

Here are 11 ways they use AI for GTM and outbound: ⬇️

-
Enjoy this? ♻️ Repost it to your network and follow Elric Legloire for more.

Want the full breakdown?

I studied 8 companies doing $40M → $4.6B ARR.

All of them turned outbound into their #1 growth engine.

I’m sending one teardown per day for 8 days:
• Snowflake ($4.6B ARR)
• Ramp ($1B ARR)
 • Rippling ($570M ARR)
 • ClickUp ($300M ARR)
 • Pigment ($100M ARR)
 • Gorgias ($80M ARR)
 • Owner ($40M ARR)
 • HockeyStack ($70M pipeline in 8 months)

Each email includes:
 • What they do differently
 • Full tech stack breakdowns
 • Real outreach examples
 • Campaigns you can swipe

Comment “OUTBOUND” and I’ll send you the first one.
If we’re not connected, send a connection request with “OUTBOUND” and I’ll send it over.

11 AI outbound use cases (Ramp)

The Outbound Paradox: 
While everyone rushes to replace SDRs with AI, elite teams are doing the OPPOSITE, investing MORE in outbound talent and outperforming competitors.

Want to see exactly how they're doing it? 👇

In the past 12 months, I've reverse-engineered the outbound engines of 8 Michelin-Star outbound teams:

• Snowflake : $4.6 B+ ARR
• Ramp: $1B+ ARR
• Rippling : $570 M+ ARR
• ClickUp: $300M+ ARR
• Pigment: $100M+ ARR
• Gorgias: $80M+ ARR
• Owner : $50 M+ ARR
• HockeyStack : $70 M+ pipeline

After 140+ hours dissecting their strategies, I discovered their secret sauce:

They treat outbound like a Michelin‑star kitchen, where both human expertise AND technology create something remarkable.
 
You'll get 8 detailed breakdowns:

• How they use AI as a force multiplier (not a replacement)
• Their contrarian outbound playbooks that others miss
• Complete tech-stack analysis 
• Real outreach examples that consistently convert

These teardowns normally live behind my Outbound Kitchen newsletter paywall. 

Today they’re on the house. 

I'll deliver one company breakdown every 1 day.

To get the full series: 

• Like this post
• Comment “outbound” below
• Connect with me if we aren't already (so I can DM you) 

Need it faster? DM me “outbound” and you'll get the email series today. 
 
I’ll send you the link ASAP.

I build outbound systems for B2B SaaS | Outbound is a function, not prospecting

Interested in booking more outbound meetings through email? | BD Leader | BD email copywriting & social selling coach

When I was growing up, my peers had dreams of becoming doctors, engineers, teachers, lawyers, and nurses. 

As a kid, I had no idea "my calling" was in sales development. 

After graduating from Ryerson/ TMU with a degree in communications I began working in social media marketing. That evolved into lead generation, sales development, and eventually SDR management.

I fell in love with sales after reading books like Crushing It by Gary Vee, the 10X Factor by Grant Cardone and Sell it Like Serhant by Ryan Serhant as a young grad. 

These books got me fired up about creative, out-of-the-box, and relentless prospecting, becoming a hunter, and the concept of persistent follow-up.

Over the past 6 years, I have learned the art of prospecting to radio program directors, UHNW tax lawyers, HR leaders, tech marketers, robotics engineers, corporate lawyers, and most recently internal communications leaders.

I've learned a lot over the last 6 years and moved into SDR coaching and management to help young grads break into tech and accelerate their careers. 

I also help SDRs perform to their full potential with SDR social selling, copywriting, and career 1:1 coaching sessions or related workshops at Pavillion and SDRNation.

Outside of sales development and LinkedIn life, I am probably going on long walks with my dog Dusty and my husband, language learning on Duolingo, getting some kind of exercise in for my Apple watch, reading nonfiction political, personal development or business development books or spending time with family and friends!

Email me: monica@mcilroymarketing.com

Monica McIlroy 🍵

Great seeing all the Torontonian SDR leaders last night who showed up even when it was -20C 🇨🇦

Chatted about coaching SDRs at scale with AI and how AI can help us scale teams without things breaking because it helps us fill in knowledge gaps. 

I always feel invigorated after these events and conversations, especially during such a cold January! Thanks Dale Thorn and Marissa M for hosting 🍵

SDR manager, wife and mother, matcha 🍵 lover 🫶🏻

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