Until then, the company had relied on clients coming to it. But as competition grew, that inbound flow began to slow. There was no structured outbound prospecting approach to actively reach new clients. Another constraint was the sales team's organisation: each representative covered a different business sector. A generic approach would not have met their needs, as each sector had its own challenges, language and decision-makers to identify.

I worked one-on-one with each sales representative to build an approach and identify the business use cases specific to clients in their sector. Together, we created tailored cold-email materials and worked through a cold-calling approach suited to each context. A large part of the work involved finding the right tools to build prospect lists focused on relevant contacts. Another goal was to identify decision-makers at companies where our solution met a real need.

Working closely with the Head of Sales, we brought the team together around a shared approach, tailored to each sector. Each sales representative had cold-email materials suited to their sector, a cold-calling method and the tools needed to build their own list of qualified decision-makers. I launched the project, then tracked its progress, working to address potential blockers as soon as they arose so the whole team could move forward.