LIVE Presentation: How To Project ROI When Building An Outbound SDR Team

We’re hosting our final live event as part of the 2021/22 annual content series, around ‘setting up an outbound sales team’.

In April 2021, we announced that we will be going live every month for the next 12 months, chatting about all topics relating to outbound sales and the stages of building a team.

For the finale of the season, we’re doing something a little bit different. Our Founder & CEO, Owen Richards, and our Sales Director, Marco Alfano-Rogers, will be hosting a live presentation, walking you through a complete ROI forecast from beginning to end, including how we measure.

Get ideas, inspiration and advice from Owen and Marco, who will discuss their own experiences in the field and open the floor to questions from the audience.

How To Project ROI When Building An Outbound SDR Team

1. Step-by-step process of an ROI forecast
2. Explaining the measurements of ROI
3. Questions from the audience

Who is it for?
Sales Leaders
Revenue Leaders

ON AIR: With Owen Episode 49 Featuring Sunil Kumar – Co-Founder & CEO at Trainyo

Introducing our 49th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 49th guest is Sunil Kumar, Co-Founder & CEO of the successful start-up Trainyo – an SDR bootcamp offering a training and placement programme for people from all backgrounds to start their career in tech sales.

Sunil gives us insight into how the business has seen so much success in such a short period of time, what they have prioritized, and what he considers the most important element to focus on, in the next 6-12 months, to maintain that success.

– An introduction to Sunil, Trainyo and the services they offer
– Trainyo’s journey so far and the learnings we can all take from it
– What the planning phase of a start-up looks like; the things you need to consider and executing the plan
– The emotions and feelings commonly felt as a Founder or CEO of a start-up in the early stages
– How to build a brand in the community when you are a small company with very few voices
– Tips for producing good content and communication techniques Trainyo use internally to ensure their content is consistently fresh and creative
– The challenges of hiring and onboarding for a start-up, and what to prepare for
– What to look for in people when recruiting for new roles, and the common threads that Sunil has identified as important in his team

Sales Confidence B2B SaaS Sales & Revenue Leaders In-Person Event | 23rd March 2022 | Co-Hosted By Owen Richards

Sales Confidence return with their first in-person Sales & Revenue Leaders Event of 2022, on the 23rd March!

Hosting is Founder & CEO of Sales ConfidenceJames Ski, accompanied by our Founder & CEO, Owen Richards, and Charles Tristram, Founder of Auxano Group.

Who is it for?
• Sales Leaders (CROs, Sales VPs, Sales Managers)
• Revenue Leaders (Marketing, Sales Ops and Enablement)
• SaaS Founders and Investors

Why watch?
Learn from the top business and sales leaders responsible for some of the fastest growing SaaS companies in the UK and Europe, and achieve the competitive edge necessary to accelerate your own growth and success.

Enjoy 7 minute talks from peers leading the way in the industry, who share the processes and tools that can help you to navigate the fundamentals of modern-sales best practise and optimise maximum revenue outcomes.

Tom Lavery – CEO & Founder at Jiminny
Anup Khera – General Manager at Attentive
Mike Hann – EVP of Revenue at fabric
Luci Heather – SVP Sales & Growth at Sweepr Technologies
Andy Champion – GM of EMEA at Highspot

ON AIR: With Owen Episode 48 Featuring Ari Galper – World’s #1 Authority on Trust-Based Selling & CEO of Unlock The Sales Game

Introducing our 48th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 48th guest is Ari Galper, the World’s #1 Authority on Trust-Based Selling and CEO of Unlock The Sales Game.

Ari talks us through the trust-building approach in sales, contrary to the relationship-building approach we see in traditional selling, and how this method can end the chasing game and improve your conversion rate.

– What is trust-based selling and how does it differ to typical selling?
– The ‘shift in mindset’ required for trust-based selling
– Why getting the truth out of a prospect is so important
– Improving your conversion rate with trust-building methods
– How to structure a cold call and the types of language you should use
– How to differentiate your company based on your approach to the market
– How to build trust in the discovery/nurture phase specifically

Using Your Existing Data to Grow Sales

When you’re in sales, it’s essential to work smarter, not harder.

Making changes to the channels you use and the audiences you reach out to can positively impact your team’s performance.

In fact, a data-driven approach to sales can make your business between 5% and 6% more profitable.

In last month’s article, we advised what stats you should measure to track your SDRs’ progress. This month, we will look at how you can use your data to improve the lead generation process and target the businesses most interested in your product or service.

The problem with ‘scattergun sales’

Many sales teams have a scattergun approach when it comes to outreach sales. This is when they reach out to as many prospective customers as possible, in the hope that some of them will want to know more.

The issue with this is that it’s hit and miss. While you’ll get some leads, it’s likely most intended prospects won’t be interested. This can not only lead to your sales department underperforming, but a loss of morale for your team.

A surprisingly large number of companies rely on scattergun sales to grow business. 71% of SMEs and 67% of large organisations admit to not having a systematic approach to engaging with prospective customers.

This means that by using your existing data to refine your sales processes, you can give yourself an advantage over your competitors.

Know your target audience

When you’re identifying who to sell your products or services to, it can be tempting to keep things as broad as possible to maximise reach. We’ve all been in meetings where the Managing Director wants to target everyone!

However, this approach hinders more than it helps. As the saying goes, ‘by appealing to everyone, you appeal to no one’.

By using your data to focus on the right target audience, your SDRs can prioritise the prospects that are more likely to buy.

Using data to boost your sales rates

The data you already have can inform your approach to sales and make your team more efficient.

One of the great things about working in sales is that everything is quantifiable, and this provides you with a wealth of data to take advantage of.

When it comes to improving your sales volume, look at the profiles of people and companies that have bought from you in the past:

  • What industry is the business in?
  • What products and services does the business sell?
  • What is the size of the business?
  • What is the turnover of the business?
  • What country is the business in?
  • What is the job title and seniority of the person who bought from you?
  • Which channels (for example, email, phone call, social media) did you use to make the sale?
  • What was the value of the sale?
  • How long was the sales cycle?

You should have most of this data already in your CRM system. If you need to fill in any gaps, LinkedIn is a useful source of information.

If your business is new or you don’t have the data to go off, then industry statistics can be a good starting point. However, as no two companies are alike, it’s best to use your own data for optimal results.

Take all your stats into consideration

When using this approach, it’s essential to use all the data at your disposal rather than focusing on one set of statistics.

Let’s say industry A has a 30% conversion rate while industry B has a 20% conversion rate. This information shows that industry A is more likely to yield results for your SDRs. However, what happens when you bring other data into the mix?

When you bring average sales cycle length into consideration, industry B has an average cycle of six months. However, industry A’s sales cycle is three years!

This means that the best approach is to go for industry B. Although the conversion rate is slightly lower, your team will reach more customers and make larger sales volumes.

Review and share the data for best results

As the team leader or manager, it’s your responsibility to review the data, interpret it and put a strategy into action.

Don’t forget to reassess your findings regularly. If your target audience changes, then you need to update your strategy to accommodate this.

As well as sharing information with your SDRs, share it with your marketing team too. According to LinkedIn, there is only a 23% overlap between the two department’s definition of a target audience. If your prospects aren’t ready to buy just yet, your marketing department can nurture them until they are.

Find out more about aligning your sales and marketing team.

In conclusion – use your past data to accelerate future sales

According to McKinsey, businesses that use analytics more effectively grow quicker than those that don’t.

By taking the time to review your data and using it to identify the prospects that are most likely to turn into leads, you’ll grow your return on investment.

If you’re still not convinced of the advantages data can bring, consider General Electric. In the 1990s, the company relied on a scattergun approach to make sales, wasting valuable sales rep time. During the 2000s, the business took a data-driven approach to sales, discovering that the top 30% of customers were three times more likely to buy.

The hard work paid off, with General Electric making an incredible $300 million in new business and boosting their conversion rate by 19% in the space of a year.

Set your business towards success with Air Marketing

Growing your sales can be challenging. At Air Marketing, we’re on a mission to ensure your businesses can promote its products and services to the right people.

We offer lead generation services, helping fill your pipeline and deliver warm opportunities to your sales team. Our SDRs can also reach out to prospective customers on your behalf, saving you time and letting you focus on growing your business.

Contact our team today and see how we can take the hard work out of selling for your business.

ON AIR: With Owen Episode 47 Featuring Guy Rubin – Founder & CEO at Ebsta

Introducing our 47th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 47th guest is Guy Rubin, Founder and CEO at Ebsta.

Owen and Guy discuss the impact engagement has on sales revenue and how being data-driven is necessary in order to scale your business.

– Insight into Ebsta’s 2022 B2B Sales Benchmark Report and how they pull the data together
– The steps you should be taking to obtain data certainty
– Onboarding new clients, understanding their DNA and what success looks like on an individual basis
– Understanding buyer behaviour
– How psychology and fear of failure play a part in the number of days it takes SDRs to close a deal as ‘closed lost’, in comparison to a deal that is ‘closed won’
– Why a leadership team should be enabling their sales reps to close lost deals faster (in order to laser-focus on the opportunities that need attention)
– Drilling data down into one single metric and how it helps SDRs to adopt change
– Overcoming the challenges of getting your sales team to adopt new data points and utilise CRM properly

The Best Year Yet: 2021 Reflection

2021 brought many challenges and many opportunities to the team at Air Marketing.

While we navigated the end of lockdown like so many other businesses, we also found it to be the most successful year in our six year history.

Here is our review of 2021 and what we’re looking forward to as we move through 2022.

The challenges that 2021 brought

Like all businesses, we were hit hard by the pandemic. At the start of 2020, many of our clients were forced to furlough staff and cease operations temporarily, which had a knock-on effect on the services we provide.

We’re not ashamed to say we lost revenue, as did many other businesses across the UK.

As the world started to open up once more during 2021, things began to improve. Admittedly, some clients were tentative, especially as new strains of COVID-19 started to emerge.

Despite this, our revenue grew more than 100% during 2021. This is not only a testament to the faith our clients put in us, but the hard work of our team.

Another challenge that 2021 brought was getting our team back to the office. When COVID-19 emerged, we immediately introduced home working to keep our team safe.

As a sales company used to working in a lively office, we found this hard at first, but our staff quickly got used to doing things online. Daily calls and regular meetings helped us all stay connected, and we even took part in virtual fitness classes!

We’re now formalising a return to the office, offering hybrid working that provides our team with the best of both worlds. While working from home has been an interesting experience, nothing beats seeing your team in person.

We had our first full team day in November last year, the first one since the start of the pandemic. It was great to meet all the new starters and the team members we hadn’t seen for so long.

How Air Marketing grew during 2021

As you can see, there were some challenges we had to rise above last year. However, many other success stories helped grow our business and made us one of the UK’s most popular lead generation companies.

A refreshed look and feel

We rebranded our business at the start of 2021. As we had been using the same branding since we launched in 2016, we felt it was time for a refresh to accurately represent who we were in a new decade.

This rebrand helped guide us to promote the new services we could offer prospective customers, as well as highlight our years of experience in the industry.

The 2021 rebrand included:

  • An updated logo and colour palette
  • The launch of our brand new website
  • The introduction of our ON AIR: With Owen interview video series, where our Founder & CEO, Owen Richards, interviews prolific names in the sales industry
  • The creation of an Instagram account to complement our other social media channels

New contract wins

In 2021, we found many businesses enquiring about our services. As their sales and business development teams had suffered from the impact of COVID-19, they needed external support to help bring in new leads and opportunities.

One of our exciting new clients in 2021 was Perkbox, who wanted to outsource a part of their sales development team to our business. We also partnered with the Exeter Chiefs to help the sports team find new sponsors.

As well as new contract wins, we were delighted to continue working with our long-standing clients. We signed a new contract with Funding Circle, with whom we have partnered for the past five years.

More staff and increased responsibilities

When Air Marketing started in 2016, there were two staff members on the payroll. Fast forward to the start of 2022, and we now have over 80 people on our team.

As our business has grown, so has our need for exceptional employees. As well as more SDRs to help our clients fill their sales funnels, we created several new positions, including Commercial Director and Marketing Executive in 2021.

The staff already in our business have also stepped up, taking on more duties and progressing to more senior roles. We’re especially thankful to our team leaders, who have helped onboard new team members virtually during the past year.

As well as over 80 staff, we now have a complete senior management team responsible for growing the business and engineering change, for the first time in our history. Not only this, but we have a board that consists of an equal number of men and women. Given that full gender parity in the boardroom is estimated to be over 14 years away, we’re pleased to be ahead of the curve.

What we want to achieve in 2022

We’ve come a long way over the past year… and we’re not finished just yet!

We have an exciting 12 months of growth ahead of us. Here’s what we want to accomplish.

100 employees at the end of year

We want to increase the number of staff we have by the end of 2022 to over 100 people.

We’re especially interested in building up our in-house sales team, to help us achieve our target of £1m of growth and bring in even more prominent clients.

If you’d like to know more about the jobs we’re currently hiring for, why not visit our careers page?

High-quality onboarding for employees

We’re proud of our sales reps’ expertise, and we want to expand on this even further. This year we plan to launch our Air Marketing Academy, helping onboard new staff and improving their potential.

As we’ve discussed in previous articles, a thorough onboarding experience is imperative in boosting team morale, increasing revenue and job satisfaction.

Improving the maturity of our processes

During lockdown, we had to think on our feet and quickly implement many of our processes. We want to review our procedures now that we have more time and a full leadership team in place. This way, we can ensure they’re not only right for our business needs, but futureproofed for the years ahead.

If 2021 was about speed, we want 2022 to be about longevity and accuracy.

A more comprehensive array of services

When we started in 2016, we offered one service: telemarketing. Our portfolio of services has now grown, and we offer our customers a wholly outsourced sales and marketing solution, everything from event booking to multilingual sales.

In 2022, we aspire to move into SDR recruitment, helping businesses assess candidates and build their own high-performing sales teams in-house.

Want to learn more about the services we have planned over the next few months? Watch this space!

Of course, we do have even more exciting plans up our sleeves that we can’t wait to share with you soon! We hope you will follow us through 2022 to find out what we achieve. Follow us on LinkedIn or sign up for our newsletter to keep updated with all the latest Air Marketing news.

ON AIR: With Owen Episode 46 Featuring Will Koning – Founder & CEO at

Introducing our 46th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 46th guest is Will Koning, Founder & CEO at Owen and Will talk about the notion of outsourcing your SDRs vs. building an inhouse sales team, and when is the right time to leverage both.

– Recognizing when to run an SDR function externally, and when to hire internally
– The likenesses and the differences in the journeys of both
– An overview of the challenges in the current climate of hiring talented SDRs
– How to solve a talent attraction challenge for a smaller businesses
– How to solve a talent retention issue for larger businesses
– How to keep your talent engaged to ultimately drive pipeline and revenue
– The importance of sales and marketing alignment in order to grow revenue
– Getting through to key stakeholders and managing expectations
– How solving your pipeline challenge leads to fixing your revenue problem.

LIVE Roundtable: Managing SDR Performance – How To Get The Best From Your Inhouse SDR Team

We’re hosting our tenth live roundtable as part of our annual content series, around setting up an outbound sales function.

Get ideas, inspiration and advice from our panel of experts, who will share and discuss their own experiences and open the floor to questions from the audience.

In April 2021, we announced that we will be going live every month for the next 12 months, chatting about all topics relating to outbound sales and the stages of building a team. Simply register, send us your question in advance or ask us live.

We’ll be discussing and answering your questions around (but not limited to):

  • The myth of the three month ramp-up time
  • Which metrics and goals you should use to measure the performance of SDRs
  • What to focus on in the first six months of an SDR’s career
  • Establishing an SDR process and structure
  • The types of sales resources you should be providing to your SDR team
  • Ways to increase your SDR’s confidence in order to get the best out of them
  • Why customer personas are one of the most important SDR training topics
  • How continuous coaching helps to reinforce positive behaviour

Owen Richards – Founder & CEO at Air Marketing

Neil Clarke – Commercial Director at Air Marketing
Chris Duddridge – VP of Sales EMEA at Soroco
Stephanie Livingston – Head of Sales at Birdie

Who is it for?
Sales Leaders
Revenue Leaders
Account Managers