How to systematize an outbound sales process with a small team

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Outbound sales is exactly like any other process, you need to have steps along the way leading to a defined outcome.

To build this process start with the end in mind.

Imagine your client/user/consumer is a raving fan and they have just referred their 8th friend/colleague to buy what you sell… now go back a step, what needs to happen before that?

Then keep going back steps until you end up with an ideal customer profile (the organization who buys) and buying persona (the person who buys).

Common steps involve outreach (cold or otherwise), a qualification method, a sales call, sometimes procurement/governance, a way to get paid and more.

Once you have that process mapped out you simply backfill systems to achieve the goal each time.

For example, your process could be “sales call” > “proposal created.”

  • What are all the boxes that need to be ticked before you create a proposal?
  • Who creates the proposal?
  • What does the template look like?
  • How do you fill in this template?

Lastly, the biggest mistake we see in sales is pursuing too many bad deals (“it might come in” syndrome).

Your process MUST account for the question should we create a proposal or should we delay/end this conversation?

Think of your process as a flow chart and every step has a reason to not continue if the deal is not really a deal.

Sound overwhelming?

Don’t worry, we got you!

Speak with one of our Outbound mentors to walk through this step by step.

Kosta Panagoulias

Founder at
Most people try and get too fancy when it comes to sales. They automatically jump into paid ads and running campaigns, only to see their money go down the drain with no new sales. Old school outbound sales still work. I personally closed the first 500 paying clients for my company through cold calling and outbound email marketing.

“Kosta had some really insightful tidbits about scaling a startup with just b2b calls. He also was very generous about staying updated on my progress and giving me feedback on my call/email marketing scripts. I’m looking forward to staying in touch with Kosta.”

Stephanie Houng
Co-Founder at Bonmo

“It has been great to get to know Kosta and to ask him suggestion regarding out outbound process. Wonderful vibes, and hope this to be the first of many conversations. Thanks again!”

Vita Margiotta
Co-founder at

Mark Colgan

Chief Revenue Officer @
In the last 3 years, I’ve personally designed and implemented Outbound Prospecting strategies that have generated millions in revenue for several B2B companies. With one campaign generating $1.2m in revenue. In my previous as Chief Revenue Officer at TaskDrive, I oversaw 100+ outbound prospecting campaigns across our customer portfolio and have the unique insights into what works and what doesn’t.

“As always, Mark’s knowledge and understanding on everything outbound is extremely helpful. Thanks Mark!”

Niels Zee
Growth Manager at StuDocu

“Mark Colgan is a great mentor, who really gets marketing automation and the software stack that goes with it. He really understood the root of my questions around marketing automation. He is also a well connected guy on the growth marketing scene and helped me out with a couple of connections. I look forward to speaking with Mark again soon!”

Mark Cann
Founder at