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Category: Sales

SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

Posted on by Hannah Sanders
SaaS Companies Revenue Growth 2026 - Air Marketing Outsourced Sales Agency UK
SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

SaaS Growth 2026: How Leading Brands Are Building Predictable Sales Pipelines

The pressure on SaaS growth is changing. The SaaS landscape is shifting – fast.

Recent data shows:
  • The average B2B SaaS sales cycle has increased from 107 to 134 days – roughly a 25% rise year-on-year.[1]
  • Fewer than one in five SaaS firms say they have full confidence in their pipeline forecasts.[2]
  • Organisations that define and enforce a structured sales process see up to 28% more revenue than those that don’t.[3]

In 2026, success won’t be defined by who shouts the loudest or automates the fastest – but by who builds the most reliable system for generating qualified opportunities month after month.

Why predictability has become the new currency

  • Clarity over chaos – clean data, structured processes, and defined ICPs.
  • Performance over volume – fewer, better-qualified conversations.
  • Integration over isolation – SDRs, marketing, and sales ops working as one revenue engine.

The playbook behind predictable SaaS pipelines

  • Rebalancing inbound and outbound. Outbound is no longer an afterthought – it’s a precision tool for creating qualified conversations in defined markets.
  • Building SDR teams that think commercially. The best SaaS SDRs understand value, not just volume. They know how to open a conversation that leads to revenue.
  • Using data as a decision driver. From call performance to conversion ratios, data fuels continual optimisation – not micromanagement.
  • Investing in training and culture. Predictable performance comes from confidence, coaching, and clear career progression, not scripts and spreadsheets.

Outsourced SDR models are rising in influence

  • Faster setup and scalability.
  • Proven processes and playbooks.
  • Access to skilled SDRs trained to represent your brand with precision.

Sources

  1. MADx Digital – SaaS Sales Statistics 2025: Average B2B SaaS Sales Cycle Increased from 107 to 134 Days. madx.digital
  2. Forecastio – SaaS Sales Forecasting Challenges and Confidence Levels. forecastio.ai
  3. SuperOffice – Organisations that define and enforce a sales process see up to 28% more revenue than those that don’t. superoffice.com

Ready to see the difference for yourself?

If you want outbound that delivers revenue, not just activity, let’s talk about what a performance-led model could do for your pipeline.
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Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December

Posted on by Hannah Sanders
air marketing sales in december - prospecting - outsourced sales agency uk

Everyone Else Is Slowing Down. That’s Exactly Why You Should Be Prospecting This December

The Christmas decorations are up. Calendars are filling with end-of-year socials. Slack messages start to include phrases like “back in January”.

And inevitably, the same question comes up in sales teams across the UK:

“Should we just ease off prospecting until the New Year?”

Our Founder & CEO, Owen Richards , has been answering that question for over a decade. His response hasn’t changed.

Carry on as normal.

Not because he’s allergic to Christmas cheer – but because the data, the behaviour, and the commercial reality all point in the same direction. December isn’t a dead month. It’s a misunderstood one.

Why December prospecting still works in 2025

At Air Marketing, outbound is our day job. We make hundreds of thousands of calls every year across multiple sectors, seniority levels, and markets. That volume gives us a clear view of what actually happens in December – not what people assume happens.

As the year winds down, decision-makers are more open to conversation, call quality improves, and meaningful discussions happen faster.

Inbox pressure drops. Meeting overload eases. People finally have breathing room to think rather than react.

Even in the final two weeks before Christmas, engagement rates remain strong. Appointments may land for January, but the groundwork happens in December.

And when teams switch prospecting off entirely? January becomes a cold start instead of a warm continuation.

Three reasons December still delivers results

1

Conversations are better, not worse

December isn’t quieter because people stop working. It’s quieter because the noise reduces. Decision-makers are clearing desks, reflecting on the year, and are often more relaxed and open. That leads to longer, higher-quality conversations with less defensiveness and more honesty.

2

Budgets and priorities are already in motion

By December, leadership teams are shaping the year ahead. Budgets are being finalised, suppliers reviewed, and performance gaps acknowledged. December is ideal for positioning your proposition and securing January conversations with real intent.

3

Switching off costs more than people realise

Write off December and you lose around 8% of the selling year. Add summer, Easter, and other “bad timing” periods and suddenly a quarter of the year disappears. Top-performing sales teams prioritise consistency, not perfect conditions.

A realistic December caveat

December isn’t the time to launch brand new sales initiatives from scratch. If a campaign is already running, keep momentum going and build pipeline for January. If something requires heavy onboarding or major change, wait until the New Year when teams are refreshed.

December feels like the wrong time to prospect. That’s exactly why it works.

While competitors slow down, the teams that keep going quietly build advantage – and reap the rewards in the new year.

If you want January to start with momentum rather than zero, our sales specialists can help build pipeline that lasts beyond the Christmas break.

Get in touch with Air Marketing to see how we can support your growth into 2026.

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What Top-Performing Sales Teams Do Differently With Their Process

Posted on by Hannah Sanders
top performing sales teams - air marketing - outsourced SDRs

What Top-Performing Sales Teams Do Differently With Their Process

By Shaun Weston, Head of Technology & Sales Optimisation at Air Marketing

Every business invests in training, tools, and targets. But the teams that genuinely outperform have something less visible yet far more powerful: an operational discipline around how they sell. It’s quiet, systematic, and often overlooked – but it’s the reason their numbers look the way they do.

Most sales functions believe they have a process, but what they actually have is a collection of habits, preferences, and inherited ways of working. Top-performing teams see it differently. They build a sales process with the same precision an operations team would bring to a factory line – something measurable, repeatable, and continuously improved, not something left to interpretation or personal style.

What the Best Teams Do Differently

1They define a single, clear sales process everyone actually follows

High-performing teams don’t let each salesperson “interpret” the process. They eliminate variability. There’s one process, one language, and one standard for qualification, progression, and forecasting. Consistency makes performance measurable – and therefore optimisable.

2They document every stage of the customer journey

Not in a dusty playbook. Not in someone’s head. The journey is clearly mapped, kept live, and updated as markets evolve. When information is accessible and current, new hires ramp faster and experienced reps operate with fewer assumptions.

3They use qualification frameworks rigorously

Whether it’s MEDDIC, SPICED, or a tailored model, top teams treat qualification as a discipline, not a box-tick. They don’t waste cycles on poor-fit opportunities. They allocate time where the probability of revenue is real.

4They build their sales process around how customers decide

Average teams design processes around internal preference. High-performing teams design around buyer reality. They understand decision journeys, risks, buying committees, budget cycles, and internal politics – and they align their process to it.

5They track pipeline health using leading indicators

Lagging metrics tell you what already happened. The best teams focus on early signals: activity quality, progression speed, conversion ratios, meeting show rates, and deal ageing. They fix issues before the quarter is lost.

6They measure stage-by-stage conversion rates

If you don’t know where deals stall, you can’t improve. Top teams treat the pipeline as an operational system. When a stage leaks, they interrogate the root cause – messaging, skill gaps, ICP mismatch, missing proof points – and they fix it.

7They coach weekly using real calls and real data

Not generic check-ins. Not motivational chatter. Practical coaching based on call reviews, objection analysis, and win/loss insights. The goal is behavioural change that compounds over time.

8They inspect CRM usage – and make it useful

A CRM only feels like a burden when it’s poorly designed. High-performing teams build workflows that genuinely help reps: automated tasks, clean views, and minimal friction. They inspect usage not to police reps, but to ensure data stays accurate enough for operational decisions.

9They align sales and marketing around messaging and handovers

When these functions drift, performance suffers. Top teams maintain tight alignment on ICP definition, campaign themes, qualification standards, lead handling, and feedback loops. Buyers encounter consistent messaging at every stage.

10They automate the repetitive work

Admin isn’t selling. The best teams automate scheduling, reminders, data entry, enrichment, qualification scoring, and follow-up tasks. The aim is straightforward – more selling time without more headcount.

11They refine their process continually

Sales improvement isn’t a quarterly initiative. It’s ongoing operational work. Top teams run short optimisation cycles, test new approaches, update documentation, retrain reps, and enhance workflows. Their process evolves with their market.

The real difference?

High-performing teams don’t assume the process works – they ensure it does. They operate with transparency, discipline, and continuous improvement. They build a revenue engine designed to scale.

Final thought

If your sales results feel inconsistent, the issue rarely sits with individuals. It sits with the process they’re operating inside. The teams that outperform aren’t just better at selling – they’re better at creating the conditions for selling to succeed.

If you’d like support assessing or strengthening your sales process, our team can help you map it, diagnose gaps, and build a more reliable engine for revenue growth.

Discover our sales consultancy offering

Over Half of Pipeline Loss Comes From This One Process Gap

Posted on by Hannah Sanders
Sales Process Assessment & Audit - Air Marketing, Sales Specialists in the UK

Sales leaders often assume pipeline loss comes down to objections, budget, competition, or shaky follow-up. Those factors play a role – but the data points somewhere far more fundamental.

Research shows that in 54.5% of deals*, there is a misalignment between buyer and seller on the core problem that needs solving.

Not poor product knowledge. Not bad proposals. Not inadequate closing technique. The real damage starts in the very first meaningful conversation.

The consequence? When you miss the real problem in discovery, everything downstream becomes harder: qualification, proposal, negotiation, forecasting, and renewal.

Misalignment begins earlier than you think

When sellers and buyers aren’t aligned on the problem, everything downstream loses precision:

  • Qualification becomes subjective and driven by “gut feel” rather than clear criteria.
  • Messaging becomes generic, because the real commercial pain isn’t fully understood.
  • Proposals miss the true decision drivers, so deals slow down or stall.
  • Forecasting becomes skewed, and a high percentage of deals drift into “no decision”.

This isn’t a skills issue. It’s a process issue.

Why this process gap exists

In our work with sales teams, we see three common causes.

1. Discovery isn’t clearly defined in the process

Teams assume discovery is happening because calls are happening. But without a shared structure, the quality varies wildly.

2. Reps mistake rapport for qualification

Conversations feel “good”, so opportunities get progressed — despite vague commercial impact or urgency.

3. Leaders mirror their top performer – and assume everyone else does too

The rest of the team rarely replicates the same discipline, resulting in inconsistency disguised as pipeline.

This is why your pipeline feels unpredictable

If early-stage conversations lack clarity, later-stage accuracy becomes impossible.

  • Your pipeline looks full, but a significant percentage isn’t genuinely qualified.
  • Forecasts lean towards optimism because deals appear more progressed than they are.
  • Deals seem to “drop out” suddenly when they were never truly aligned in the first place.

A structured review separates a pipeline that looks healthy from one that truly converts.

Fixing the process gap that loses half your deals

A proper assessment of your sales process reveals where discovery is breaking down. A robust review should examine:

  • Whether discovery is consistent across the team — not just your highest performers.
  • Whether you uncover the real business problem, not surface-level needs.
  • Whether progression criteria create clarity — or add noise.
  • Whether your qualification model helps or hinders prioritisation.
  • Where real behaviours differ from your documented process — and why.

When teams fix this one structural gap, conversion lifts across the entire funnel — not through new tools but because every deal starts with clarity.

*Source: Corporate Visions – Reality Gap Study indicating that in 54.5% of deals, buyers and sellers are misaligned on the core problem to be solved.

If you’re seeing stalled deals, inconsistent forecasting, or a pipeline that looks busy but doesn’t convert, this is the most likely root cause.

Our Sales Process Assessment & Audit helps reveal the gaps your team can’t see internally – including exactly where discovery is falling short and what needs to change.

Reveal the gaps in my sales process

We’re Not a “Bodies on Seats” Agency – And Here’s Why That Matters

Posted on by Hannah Sanders

Too many outsourced sales providers still sell the same thing: bodies on seats. A quick fix. A headcount number. Someone to make the calls and tick the activity box.

If you’ve worked with that kind of partner, you’ll know what it really means – inconsistent conversations, poor brand representation, and a revolving door of SDRs who never truly understand your business. At Air, we’ve built our reputation on doing the opposite.

The “bodies on seats” model: quantity over quality

In traditional outsourced sales, speed and volume take priority. Providers hire fast, onboard faster, and push people into campaigns before they’re ready.

  • Training is minimal and generic –SDRs are put on the phones with little preparation.
  • Coaching is rareand often replaced by unrealistic KPIs.
  • Support structures are thin,leaving SDRs to struggle without guidance.
  • High turnoverbecomes the norm, causing brand inconsistency and lost momentum.

The result is more than wasted budget – it risks your reputation and drains the energy out of your pipeline.

The Air Approach: placing high-calibre sales talent

We don’t fill seats. We build exceptional salespeople.

  • Rigorous recruitment focused on mindset – resilience, curiosity, and coachability come before experience.
  • Sales Academy training with structured onboarding and continuous development across objection handling, outreach strategy, and client communication.
  • Best-in-class technology powering every campaign – CRM, sequencing, analytics, and AI-driven insight.
  • Wrap-around support from managers, coaches, data specialists, and performance leads – nobody is left to figure it out alone.
Clients don’t just get people – they get a ready-built sales infrastructure designed for consistent performance.

Why this matters to our clients

  • Brand-safe conversations with SDRs who understand your proposition and tone of voice.
  • Faster ramp and higher conversion because capability and coaching are in place from day one.
  • Predictable, scalable outbound that grows with you – not a revolving door of short-term hires.
  • Shared accountability for ROI and reputation, not just activity volume.

Bodies don’t build pipelines. People do.

There’s a world of difference between having someone in a seat and having someone who’s equipped to represent your business, connect with your audience, and drive growth.

At Air, we’re proud to be known for the calibre of our people – because that’s what truly powers results. We don’t do “bodies on seats.” We build confident, capable salespeople who deliver impact from day one.

Diving deeper

A side-by-side look at how Air Marketing compares to a typical lead gen agency – from the structure of the team to the strength of the results.

Air Marketing Typical Lead Gen Agency
Builds revenue engines, not just meetings Measured on pipeline and revenue impact — aligning data, messaging, SDR performance, and conversion strategy for sustainable growth. Books meetings, not outcomes Measures success on activity volume and meetings set, with limited focus on pipeline quality or revenue progression.
A fully built SDR function, with wrap-around support High-calibre SDRs trained through an expert academy, supported by sales leadership, data specialists, and advanced tech to form a complete outbound engine. Supplies ‘an SDR’ or appointment setter Provides individual reps with minimal structure, coaching, or leadership support, leading to inconsistent performance.
Deep industry and target market expertise SDRs matched to industries and markets for sharper, senior-level conversations with defined Ideal Customer Profiles (ICPs). Generic messaging Relies on one-size-fits-all scripts with limited understanding of industry nuances or buyer pain points.
Built by sales leaders who’ve scaled teams Approach shaped by proven experience in building, leading, and scaling high-performing sales teams. Run by telesales managers Operates with a volume-first mindset — prioritising dial count over process, forecasting, and conversion analysis.
Precision cadences Data-driven, message-tested, multi-channel outreach designed to maximise contact rates and conversion performance. Spray-and-pray outreach Executes bulk sequences at scale with limited targeting or optimisation, resulting in poor engagement and conversion.
A plug-and-play partner for sustainable growth Seamless to launch and built to scale — SDR teams embed within your existing sales function to deliver consistent, long-term results. A short-term supplier, not a partner Designed for quick activation but limited scalability — disconnected delivery teams focused on activity rather than sustainable revenue impact.

Ready to see the difference for yourself?

If you want outbound that delivers revenue, not just activity, let’s talk about what a performance-led model could do for your pipeline.
Talk to an expert today

Outbound: The Sales Function That Refuses to Die

Posted on by Hannah Sanders

Every few years, someone writes its obituary. The market moves. Budgets tighten. A new technology promises shortcuts. And yet, outbound keeps delivering.

It happened in 2020, when remote work and shifting priorities made cold outreach feel tone-deaf. It happened again in 2023, when leaders were told to do more with less. And now, in 2025, AI is the latest silver bullet pointed at SDR teams, hailed as the cheaper, faster, smarter alternative.

Each time, the same story plays out: outbound gets cut first, then rebuilt later. Because when the pipeline slows, every business rediscovers the same truth: you can’t grow predictably without outbound.

Why outbound keeps coming back

On a spreadsheet, cutting SDRs looks tidy. In the real world, it creates a different cost: the cost of silence. Inbound puts you in front of buyers who are already looking. Outbound gets you in front of the ones who should be.

  • Creates net-new conversations with accounts that aren’t coming inbound yet.
  • Brings timeliness – you don’t wait for intent signals; you create them.
  • Builds reach across buying groups where deals are won (or quietly lost).

The problem isn’t outbound – it’s bad outbound

Much of what gets labelled “outbound” is just mass automation. That isn’t strategy, it’s noise. Effective teams treat outbound as a craft.

  • Precise ICP & segmentation over spray-and-pray lists.
  • Human talk tracks that show understanding, not just personalisation tokens.
  • Consistency and coaching that compound into pipeline, not just activity.

AI won’t replace SDRs – it’ll expose weak ones

AI will sharpen research, trigger detection and message drafting. Useful. But the decisive moment is still human: a relevant opener, control of the conversation, confident qualification.

Reality check: Buyers don’t buy the model. They buy the person who makes the problem feel solvable.

What high-performing outbound looks like in 2025

  • Clean, segmented data with role and timing context.
  • Tight talk tracks focused on pain, impact and next step.
  • Phone-first discipline supported by email, social and paid, not replaced by them.
  • Outcome metrics: meetings, opportunities, revenue, not just dials and opens.
Bottom line: Outbound isn’t dying, it’s evolving. Pair disciplined SDRs with smart data and pragmatic coaching, and you get the one thing the board cares about most: predictable pipeline.

Final thought

Every few years, someone will try to retire outbound. The businesses that keep growing don’t argue, they execute. They modernise the function, back their people, and keep the phone ringing.

Opinion piece by Gracie-May Bryan, Client Strategy Manager at Air Marketing

Is Now the Right Time to Review Your Sales Process?

Posted on by Hannah Sanders

Sales teams are under pressure to deliver predictable revenue. Yet in many organisations, results still hinge on individuals rather than systems. If momentum is carrying you further than method, it may be time to assess whether your sales process is built for the market you sell to today.


Here are ten triggers to help you self-qualify whether a sales process review should be on your agenda.

  1. Deals are taking longer to close

    Sales cycles are stretching out even though your opportunity mix hasn’t changed. That often points to unclear qualification, poor deal control or weak next-step management – all process issues.

  2. Forecasts feel more like guesswork than strategy

    If you’re relying on gut feel or last-minute spreadsheet updates, your pipeline data isn’t giving reliable visibility. A clear, consistent process drives forecasting accuracy and decision-making confidence.

  3. Your new hires take too long to ramp up

    When success depends on individual experience rather than a repeatable framework, onboarding becomes slow and inconsistent. A well-defined structure helps new reps perform faster and more predictably.

  4. Sales and marketing aren’t telling the same story

    If outbound says one thing, your website says another, and content doesn’t match either, prospects get confused and conversion suffers. Misalignment is usually a process gap, not a comms problem.

  5. Your CRM is full of noise

    Duplicates, deals with no next step, or opportunities marked “open” for months are classic red flags. When reps stop trusting the data, the system stops being useful – and leadership loses visibility.

  6. You’re hearing “no decision” more than “no thanks”

    Quiet prospects often signal a process that doesn’t guide clear next steps or reinforce urgency. Strong processes create momentum; weak ones stall it.

  7. Top performers succeed despite the process

    If results come from individual brilliance, not team-wide consistency, your system isn’t doing enough of the heavy lifting. A strong process should elevate everyone.

  8. You’ve added more tools… but things haven’t got faster

    When your stack feels more like a to-do list than a time-saver, tech and process are misaligned. Tools add value when they serve the system – not when they replace it.

  9. You can’t easily explain what “good” looks like

    If definitions of success vary between reps or managers, your process isn’t clear enough to drive consistent performance or meaningful coaching.

  10. You’re relying on experience, not evidence

    If decisions about pipeline, messaging or performance still lean on “what’s always worked”, your process hasn’t evolved with your market. Modern buyers expect modern systems.

Where to start

Reviewing your sales process doesn’t mean starting from scratch. It means identifying what works, where friction lives, and how to create clarity and control across every stage of the buyer journey.

That’s exactly what our Sales Consultancy delivers – auditing your current approach, aligning people, process and technology, and building a framework that improves forecasting, performance management and pipeline visibility.

Explore our sales consultancy services

Is Telemarketing Still Effective for B2B Lead Generation?

Posted on by Hannah Sanders

Is Telemarketing Still Effective for B2B Lead Generation?

With digital channels dominating the marketing mix, it’s easy to assume telemarketing has had its day. Yet in B2B, where buying cycles are long and decisions are complex, the phone still creates conversations that matter. So, in a world of automation and AI, does telemarketing still work? Short answer: yes – when it’s done properly.

Done well, telemarketing brings intent clarity you won’t get from impressions or clicks. It reveals timing, context and political nuance inside accounts – the qualitative intel that accelerates deals. When combined with modern data sources and a tight proposition, outbound calling doesn’t replace digital – it activates it.

A short history of telemarketing (and why it still matters)

Telemarketing’s roots are more human – and more inventive – than the stereotypes suggest. Early adopters used the telephone to turn local networks into commercial opportunity, testing conversation styles, refining offers and learning what resonated. That spirit of iterative conversation is exactly what gives the channel its edge today: rather than guessing, you speak to the market and evolve in real time.

For a bite-sized tour through the origins and evolution of the craft, see our blog It Wasn’t Always a Piece of Cake – The History of Telemarketing.

The evolving role of telemarketing

Modern telemarketing is about consultative, human conversation supported by data, technology and a clear proposition. Used alongside email, social and paid media, it turns passive awareness into active dialogue and qualified demand. It’s especially valuable where multiple stakeholders, risk sensitivity and longer cycles make trust the deciding factor.

  • Builds trust and rapport faster than asynchronous channels.
  • Generates real-time feedback on objections, priorities and buying context.
  • Qualifies interest at the point of contact, improving lead quality and cycle speed.
  • Amplifies email, paid and social by converting awareness into dialogue.

Why telemarketing still delivers

There’s a reason experienced teams continue to invest in outbound calling – it consistently converts indecision into momentum. The value isn’t in volume; it’s in precision: the right account, the right contact, the right moment, the right message.

  • Direct access to decision-makers – you reach real people, not just personas.
  • Quality over quantity – fewer, better-matched conversations equal stronger opportunities.
  • Predictable pipeline – disciplined outbound creates a controllable flow of qualified demand.
  • Data-driven targeting – clean, segmented data makes calling smarter and measurable.

How the craft evolved – and what we can borrow

The pioneers of telemarketing didn’t have intent platforms or diallers. They had a telephone, a list and the discipline to test and learn. That mindset holds up: keep the conversation human, log what lands, then iterate. Replace scripts with structured talk tracks. Replace big blasts with tight segments. Replace activity goals with outcome goals (meetings, opportunities, revenue).

It’s an approach that scales with technology: today you can layer in buying signals, role intelligence and compliance-safe contact data – but the core advantage is the same as it was then: real conversation that reduces guesswork.

Want more backstory and a few surprises? Read our history of telemarketing to see how early innovators shaped the techniques we still refine today.

The pitfalls of traditional telemarketing

When poorly executed, telemarketing can do more harm than good. Avoid these common mistakes:

  • Poor or outdated data leading to wasted effort and compliance risk.
  • Generic scripts that lack empathy or commercial value.
  • Volume over outcome – prioritising dials instead of results.
  • Lack of integration with the wider marketing mix.

Putting it into practice (what high-performing teams do)

Turn calling into a learning loop. Define a crisp ICP; build tight lists; run short, hypothesis-led call blocks; capture outcomes; adjust talk tracks; repeat. Keep the tech stack light but insightful: CRM history, job role context, relevant triggers and clean contact data. Report on meetings, opportunities and revenue, not just dials or talk time.

Most importantly, invest in the people. Coaching beats scripts, and call reviews beat dashboards. Give SDRs the tools and the time to practice; make objection handling a team sport; and celebrate qualified “no’s” as much as wins – because they tidy the pipeline and speed real deals.

Verdict: Telemarketing remains one of the most proven, controllable and scalable ways to generate qualified B2B leads – but only when it evolves with the buyer. It’s not about cold calls; it’s about warm insight delivered through confident, skilled human conversation. When paired with data intelligence and aligned to marketing, it doesn’t just create meetings – it builds momentum, pipeline and revenue predictability.

Leaders who thrive with telemarketing in 2025 do four things consistently: they define a clear ICP and stick to it; they keep data hygiene non-negotiable; they coach for quality conversations over call volume; and they integrate calling with email, social and paid – so every touch compounds the last.

Explore our Lead Generation Services

Cup of Tea with a BDE: Joel vs The Great Cold Call Debate

Posted on by Hannah Sanders

The great cold call debate is a tale as old as time. LinkedIn warriors take to their keyboards to proclaim “COLD CALLING IS DEAD!” – and then usually promote a tool that can generate 2x your pipeline in four weeks without ever speaking to a prospect.

But the question remains – is cold calling really dead? Have we stopped valuing real human conversation?

We can’t deny that digital tools and AI are brilliant co-workers when it comes to efficiency. But our Business Development Executive, Joel Pugh, is living proof that we can’t afford to lose our voice in the sales journey.

Over the past quarter, Joel’s median target achievement has reached 264%+ across five separate client campaigns. He hasn’t missed a single target – in fact, he’s exceeded every one by a considerable margin.

Joel joined Air just over a year ago, fresh out of college, with no prior sales experience but a genuine thirst to learn the art of prospecting.

“I came to Air knowing I wanted to get into sales. I’ve always had a clear drive and goal to work in business, and the BDE role was the entry point for me to start that journey. I wanted to learn the basics and gain experience so I can progress in the future.”

Over the past year, Joel has become a consistent top performer and now works closely with his teammates to help them achieve similar results. But how exactly does he do it? We sat down with him – and a cup of tea – to find out how he continues to excel in a market that’s telling SDRs to avoid the phone…

What’s something you’ve learnt from your peers that helps you to succeed?

“Don’t say sorry for doing your job – that’s something a lot of people do when they start in sales because they feel like a nuisance. But my peers helped me see that it’s our job, and we’re here to help. Don’t apologise for that.”

If you were a BDE starting from scratch, what would your top tip be?

“Get used to rejection – embrace it. That was probably one of the first things I realised in this job. You can’t let rejection stop you. You’ve got to be OK with it.”

What traits make a good salesperson?

“Competitiveness. I’m a competitive person – not in a nasty way – but that competitive edge is needed in sales. I enjoy the banter with my mates; it helps us push harder.”

When you’re facing a tough day or week as a BDE, how do you turn it around?

“I make promises to myself. I was having a bad week recently, and my Team Manager asked if the workload was getting too much. I said, ‘No mate, I want to be doing all this work.’ I told myself that tomorrow would be make or break – either I’d have a great day or I’d be finished, retired!

I ended up getting seven fresh leads the next day and won the all-in-day incentive. It’s about not dwelling too much on the day before. That’s important. No dwelling on the past – it’s a marathon, not a sprint.”

Is cold calling dead?

“Cold calling is king – and I think it always will be. One of the reasons I got into sales is because I don’t fear AI replacing my job. People want to be taught and spoken to by people, not computers or robots. They want to hear a human voice – someone who’s confident and skilled. That’s always going to win.”

So, the answer to the great cold call debate? It’s simple – cold calling isn’t dead. It just takes grit.

There’s no shortcut to pipeline generation. Be like Joel: dedicated to your craft, resilient in the face of adversity, and confident in the power of real human connection.

 

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Cup of Tea with a BDE: Joel vs The Great Cold Call Debate

How to Choose the Right Outsourced Sales Agency in the UK

Posted on by Hannah Sanders

Why UK B2B Companies Are Turning to Outsourced Sales

More and more B2B businesses are outsourcing sales to gain agility, control costs and reach markets faster. But one truth stands out: the difference between average and exceptional results lies in choosing a partner who can deliver measurable pipeline and integrate seamlessly with your team. This guide helps you make that choice with confidence.

What to Consider Before Partnering with an Outsourced Sales Agency

Before you start reviewing agencies, get your own house in order. Clarity on your needs will help you separate good from great. Consider:

  • Your goals. Do you want lead generation, pipeline development, deal closure – or help with a specific stage like outbound outreach or appointment setting?
  • Budget & resources. What’s your budget compared to hiring internally? What internal capacity do you have to manage or support the partnership?
  • Control vs delegation. How much control do you want over messaging, process, and reporting? How much should the agency own?
  • Timeline. When do you need results? Sales cycles take time – lead nurturing, message refinement, and learning curves all matter.
  • Success metrics. Define KPIs such as meetings set, qualified leads, and revenue, and agree on how they’ll be tracked.

Key Qualities of a High-Performing Outsourced Sales Partner

The strongest outsourced sales partners combine proven sales processes with target-market expertise, ensuring they can reach and convert the right people, not just understand your sector.

Choose a partner who is a true sales architect – someone who doesn’t merely execute outreach but engineers results. These are experts who live and breathe sales, blending strategy, discipline and creativity drawn from years of building and running top-tier sales operations.

Look for an agency that offers:

  • Multi-market reach and sector fluency – the ability to tailor outreach for different buyer profiles, seniorities, and geographies, supported by case studies and references that show measurable results.
  • Plug-and-play outbound capability – a ready-built sales engine that integrates quickly and delivers momentum without a long ramp-up.
  • Precision cadences and messaging – carefully designed touchpoints and curated messaging that transform technical features into commercial conversations and lift contact and conversion rates.
  • Specialist SDRs and ongoing coaching – a team trained to speak the language of senior decision-makers, supported by continual coaching to keep dialogue sharp and value-driven.
  • Intelligent data and TAM mapping – sophisticated data segmentation and total addressable market analysis to reach the right buyers every time and uncover scalable growth opportunities.
  • Insight-driven forecasting and reporting – accurate pipeline forecasting and transparent performance dashboards, so every decision is backed by data and revenue visibility is never in doubt.
  • Scalability and flexibility – the ability to adjust team size, cadence or targeting as your needs evolve, without disruption.
  • Cultural and brand alignment – a partner whose tone, values and quality standards reflect your own.
  • Technology and compliance strength – from CRM integration to GDPR adherence, ensuring efficiency and peace of mind.

This combination of sales mastery and market expertise ensures an agency isn’t just familiar with what you sell – they know who to sell to and how to move opportunities faster, whether that’s C-suite leaders in enterprise tech, procurement heads in manufacturing, or fast-moving SMBs in emerging sectors.

Essential Questions to Ask an Outsourced B2B Sales Agency

When speaking with potential partners, probe with questions like:

  1. “How do you adapt outreach for different market segments or seniorities?”
  2. “What’s your approach to TAM mapping and data segmentation?”
  3. “How do you ensure messaging reflects our technical and commercial value?”
  4. “Can you share case studies where you scaled outbound rapidly while maintaining quality?”
  5. “What reporting will give us confidence in pipeline accuracy and revenue forecasting?”

Common Pitfalls to Avoid When Outsourcing Sales

Beware of agencies that:

  • Promise instant high-volume results without a clear process or onboarding plan
  • Can’t explain how they source or segment data
  • Provide vague reporting with little insight into conversions or ROI
  • Lock you into inflexible contracts without room to pivot

How to Build a Long-Term Partnership With Your Outsourced Sales Team

The strongest outsourced sales agencies become an extension of your team. They’ll bring fresh ideas, challenge your assumptions, and collaborate on strategy – not simply “deliver calls”.

Keep communication frequent and two-way. The most productive partnerships involve ongoing iteration as markets shift and data informs better decisions.

Choosing the right outsourced sales agency is about more than sector familiarity. The best partners are true sales architects – professionals who live and breathe sales, blending strategy, discipline and creativity to engineer results. With market-specific insight and advanced processes, they make every conversation sharper, every campaign smarter, and every opportunity move faster.


The Air Marketing Approach

At Air, we partner with B2B businesses who need to strengthen sales performance without the burden of permanent headcount. Whether you need extra capacity to support your team, or a fully outsourced sales engine to drive pipeline, we deliver measurable results that prove value fast.

Explore Outsourced Sales With Air Marketing