Outbound Squad [Playbook] How to build and scale a world-class outbound program
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Apr 8, 2025 
Kyle Norton, CRO at Owner.com and a seasoned sales leader, teams up with Diana Gates, Head of North American Sales Development at Shopify, to explore the intricacies of building an effective outbound sales program. They discuss the importance of collaboration between sales and marketing for lead generation, innovative strategies like hypersegmentation, and the critical role of understanding team dynamics. The duo also shares insights on simplifying customer options and the necessity of measurement in enhancing outbound success.
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Embrace the Challenge
- Outbound sales is always challenging and constantly evolving, requiring adaptability.
- Embrace the difficulty and focus on problem-solving and creative solutions.
Data is King
- Data-driven decision-making is crucial for outbound sales success.
- Start with basic metrics, then enhance data collection as your motion develops, focusing on areas like talk track effectiveness and objection handling.
Simplify Data Collection
- Ensure reps provide accurate data by addressing engagement issues and simplifying data entry processes.
- Streamline data collection to gain valuable insights for coaching and improvement.