Qualification against your criteria
Written down, applied consistently, and refined on outcomes — not improvised per rep.
B2B Sales
RunPipeline is not a volume problem. It is a follow-up problem.
Outbound prospecting, lead qualification and follow-up run as a disciplined process — the work that gets skipped when your closers are busy closing.
Typical stack
- HubSpot
- Salesforce
- Outreach
- LinkedIn Sales Navigator
- Twilio
- Claude
Written for: A sales leader whose team is good at closing and inconsistent at everything before it.
Who it is for
Is this built for a business like mine?Built for businesses selling considered purchases to other businesses.
Where the deal takes weeks, involves several people, and dies quietly if nobody follows up.
What we see
Trade accounts reorder on a pattern that is visible in the data and acted on by nobody.
What we build
Systematic reorder outreach and lapsed-account reactivation on a schedule.
The detail that matters
Driven by your order history, so the call has a reason attached.
What we see
Trial signups are not qualified and demo no-shows are never chased.
What we build
Qualification against your criteria, booking, and the confirmation sequence that stops no-shows.
The detail that matters
Qualification uses your criteria, not a generic scoring model.
What we see
Shipper prospecting is done by whoever has a quiet afternoon.
What we build
Consistent outbound against a defined list, with every conversation in the CRM.
The detail that matters
Consistency is the product. Sporadic outbound produces nothing.
What we see
Renewals and enquiries need timely, compliant follow-up that nobody owns.
What we build
Scheduled follow-up with the compliance boundaries built into the script.
The detail that matters
What may and may not be said is defined before the first call.
And who it is not for
If your deals are relationship-led, six figures and closed by founders, an outsourced desk cannot hold that conversation. It can still handle the follow-up discipline around it.
The problem
Do they understand what is actually going wrong?The deal did not die. It was just never called back.
Sales teams are hired to close and are then asked to prospect, qualify, chase and update the CRM. The closing gets done because it is urgent, and the rest gets done when there is time — which means the second follow-up, where most deals are actually won, systematically does not happen.
Inbound leads are worked when someone is between meetings.
Follow-up stops after the first attempt, which is where most deals are won.
Prospecting happens in bursts after a slow month.
The CRM is updated from memory on Friday, so the pipeline number is fiction.
What we build
What exactly would I be buying?Separate the discipline from the closing.
The work before and after a sales conversation is process work — high volume, rule-shaped, and ruinous to skip. Splitting it from the closing means both get done properly by people suited to each.
Follow-up that actually runs
Sequenced, scheduled and completed, including the fourth attempt nobody makes.
Outbound as a routine
A defined list worked on a cadence, so pipeline stops being a reaction to a bad quarter.
A CRM that reflects reality
Every conversation logged as it happens, so the pipeline number is a measurement rather than an estimate.
How it works
How does this actually function?The sequence that does not get skipped.
Most pipeline loss happens between stages, not inside them. The desk exists to make the between-stage work automatic.
Source
Qualify
Nurture, not discardBook
Confirm
Follow up
Unqualified does not mean deleted. It means a longer cadence, because timing is usually the only thing that was wrong.
Confirmation sequences run before every booked meeting. No-shows are mostly a confirmation failure.
Follow-up continues to an agreed attempt count, then moves to nurture rather than stopping silently.
What changes
What is different afterwards?What is different afterwards.
Follow-up stops depending on capacity
Sequences run to completion regardless of how busy the closers are, which is where most recovered revenue comes from.
Follow-up attempts completed against the sequence.
Closers spend time closing
Qualification happens before the calendar invite, so sales conversations are with people who can buy.
Share of booked meetings meeting qualification criteria.
The pipeline number becomes real
Logged as it happens rather than reconstructed on Friday, so forecasting has something to stand on.
CRM completeness and recency.
How we deliver
How does this start, and what do I get at each step?Six stages, and every one has an exit.
You can stop after any stage with something useful in hand. That is the point of naming the artefacts rather than the activities.
- 01
Sales process audit
What happens to a lead today, where they stop, and what is not being done.
- Current process mapped
- Drop-off points identified
- Qualification criteria captured
- 02
Criteria and script
What qualifies, what disqualifies, what is said, and the compliance boundaries.
- Qualification framework
- Call and email scripts
- Objection handling guide
- 03
Sequence design
Cadences, channels, attempt counts and what happens at the end of one.
- Sequences per lead type
- Attempt and timing rules
- Nurture paths
- 04
CRM setup
Stages, fields and logging discipline, so the data supports a forecast.
- CRM configured
- Logging standards
- Reporting views
- 05
Pilot
One segment, with your sales leader reviewing calls and outcomes weekly.
- Call recordings reviewed
- Qualification accuracy measured
- Criteria refined
- 06
Run
Full coverage with weekly pipeline reporting and monthly criteria review.
- Weekly pipeline report
- Call quality scores
- Monthly criteria review
Who runs the desk
How does this start, and what do I get at each step?Every desk ships with a lead and a QA function.
A pool of agents with no accountable owner is how outsourced quality degrades — slowly, invisibly, and then all at once. Four roles exist on every account, and the smallest engagement gets all four.
- 01
Agents
Trained on your product, your tone and your escalation boundaries, and assessed before they touch live work. Named and consistent on dedicated plans.
- 02
Team Lead
Accountable for the queue rather than working in it — coverage, SLA, escalations and the shift handover. One person you can name when something goes wrong.
- 03
QA
Samples completed work against a written rubric, independently of the lead. Disagreements between agents are treated as a defect in the knowledge base, not in the agent.
- 04
Account lead
Runs the weekly report and the standing review where the knowledge base actually changes. The person who tells you the number went the wrong way.
QA sampling rate and the review cadence are agreed during onboarding and reported weekly against target — including the weeks it was missed.
Questions
But what about the thing that worries me?The questions people actually ask.
Do you close deals?
No, and that is deliberate. We qualify, book and follow up; your team closes. Closing needs product depth and pricing authority that belongs inside your business.
How do you know what qualifies?
From your criteria, written down during onboarding and refined against outcomes. Where criteria only exist in one senior person’s head, extracting them is part of the work — and usually valuable independently of us.
Do agents work in our CRM?
Yes. Every call, email and outcome is logged in your system as it happens, so the pipeline is current rather than reconstructed.
What about compliance in regulated sales?
Boundaries are defined before the first call — what may be said, what must not, and what has to be disclosed. Calls are recorded and sampled against that standard.
How fast does outbound produce results?
Consistent outbound typically shows a measurable pipeline effect in the second to third month. Anyone promising results in week two is describing a list purchase.
The other half
A desk that knows why the last campaign failed.
This desk hears every objection your market has, in the words your market uses. That is the raw material for ad copy and landing pages — and because the same team runs the campaigns, the objection heard on Tuesday can be answered in the creative shipped on Friday.
Digital MarketingStart
What is the next step?Tell us the volume, we will tell you the shape.
Send us a week of real numbers — calls, chats, tickets, documents — and we will come back with a coverage model and what it would cost.
Related desks
- ConversationVoice CallsA staffed phone line with an AI layer on routine calls — inbound, outbound and overflow, to a service level you set.
- TransactionOrder TakingOrder capture across phone, chat and email — validated against live stock and written into your system, not into a spreadsheet.
- ConversationEmail SupportShared inbox and ticket handling with drafting automation and trained agents, worked to a first-response target rather than to inbox zero.