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More InformationIn this episode, Dominika and Ivan (BDS) break down why Excel stalls outbound and how a clean CRM setup, crisp ICPs, and reliable data sources accelerate qualified meetings. We walk through kick-off, data gathering, A/B/C segmentation, KPI tracking, and how “influencers” inside the buying center open doors to decision-makers.
The promise: a plug-and-play setup framework—from briefing to first wave—including rules for data quality, reporting, and working smoothly with client teams. Plus a quick game (“Call or Pass?”) with real scenarios from the field.
6 min
Why Excel becomes a bottleneck—and when CRM becomes non-negotiable
Running a proper kick-off: goals, expectations, constraints
Sharpening the ICP with real top-customer examples (industry, size, location)
Influencers vs. decision-makers: realistic entry paths into the buying center
Data sources: LinkedIn/Sales Navigator, Dealfront, trade fairs, company registers, directories
Enrichment & validation: 10-second website check; revenue as a fit filter
A/B/C segmentation & launch strategy: bold start vs. warm-up testing
Defining KPIs (reach rate, interest rate, meetings) and tightening over time
Using intent signals (e.g., repeated website visits) to prioritize and tailor outreach
Automation + human review: import, dedupe, partner filter, privacy boundaries
One shared CRM vs. separate instances—transparency and hand-offs
Pipedrive in practice: working from deals, notes, and fast reporting
Sustaining quality long-term: ICP refits, new-industry tests, rotation
Handover rules with client teams: who calls whom—and who shouldn’t
Game “Call or Pass?”: 5 scenarios and the reasoning behind each choice
Excel can work at the very start, but volume, team hand-offs, and reporting quickly expose its limits. A CRM becomes your single source of truth and speeds up analysis.
Excel = manual filters/formulas, higher error risk, slower insights.
CRM = centralized contacts/deals/activities, reusable reports.
If you must use Excel: attach external reporting and enforce column standards.
Start with goals, constraints, and concrete examples. A top customer as a reference sharpens ICPs and surfaces testable hypotheses.
Ask: Who are your top accounts? What led to the win? Which objections appeared?
Derive: industry, company size, location, similar firms/use cases.
Case studies > mission statements for actionable sales paths.
Direct access to decision-makers is not guaranteed—users (“influencers”) often open the door.
Define influencers (future users) and use them as door-openers.
Decision-makers finalize budget/approval—plan both routes.
Cover the hierarchy width: address multiple roles in parallel.
Start broad, then narrow down using public and pro sources.
LinkedIn/Sales Navigator, Dealfront; plus trade fairs, company registers, directories.
10-second website check: fit, language/keywords, offering.
Use revenue/tech stack as fit filters; exclude duplicates and existing partners.
A/B/C segmentation guides focus and learning—be bold with A targets, warm up on B/C if needed.
Starting with “A” yields fast, valid pain points; B/C reduces risk while you learn.
Feed learnings from A calls into B/C patterns.
Reprioritize as response and intent signals evolve.
KPIs make projects steerable; don’t expect miracles in the first two weeks—then optimize relentlessly.
Track: reach rate, interest rate, meetings; compare trends over 2–3 months.
If rates drop: test and adjust ICP/industry/pitch.
Set small monthly gains (e.g., +2 pp interest) to keep momentum.
Automation speeds you up; quality control keeps you safe.
Import to CRM, map fields, dedupe, filter partners/existing customers.
Respect privacy boundaries; some checks must happen on the client side.
AI is a helper, not a judge—spot-check outputs.
Prefer a shared instance; if not possible, define clear import/export rules and hand-off protocols.
Work from deals: organization + contacts + activities in one place.
Log notes/objections cleanly; use reports for strategy and coaching.
Plan hand-overs transparently (avoid double work).
When your DACH base feels “done”: swap industries, refit ICPs, and leverage new signals.
Prioritize intent (e.g., repeat landing-page visits).
Compare industries on 2-month cycles; double down on winners, cut losers.
“New year, new chances”: re-approach old “no’s” with context.
Rapid-fire scenarios—call or skip?
CTO (150 employees) said “no” 12 months ago → call back with context.
Head of Marketing (SaaS, 80 employees) visited landing page 3× → prioritize.
Enterprise (10k+ employees), client avoids enterprises → exclude.
Junior Sales, no website → generally skip (no authority/signals).
120-employee IT firm, no direct line → route via switchboard/LinkedIn and influencers.
Excel breaks at team/volume—introduce CRM early and map fields cleanly.
A real top customer sharpens ICPs faster than any vision statement.
Influencers open doors; decision-makers sign—plan both paths.
Data quality beats quantity: 10-second website check + revenue filter saves weeks.
KPIs are your GPS: measure, compare, and tighten monthly.
Automation without human review creates costly errors—combine both.
A shared CRM maximizes transparency; otherwise define strict hand-offs.
Keep rotating ICPs/industries and use intent signals to sustain results.
“Automation speeds you up—but humans decide what’s good.”
“Case studies reveal more about your ICP than any mission statement.”
“New year, new chances: re-approach old ‘no’s’ with context.”
Ivan — BDS, OB2B
Dominika — Host, OB2B
How do I define an ICP with little sales history?
Use a reference customer as your blueprint. Derive industry, size, location, and user roles; test 10–20 look-alikes and adjust after early calls.
Which KPIs make sense for the first 90 days?
Reach rate, interest rate, meetings per 100 contacts. Don’t over-weight the first two weeks; compare trends after that and test hypotheses (ICP/industry/pitch).
Which data sources deliver quickly usable leads?
LinkedIn/Sales Navigator and Dealfront as primaries; add trade fairs, company registers, directories. Always combine with a quick website check and revenue filter.
Pipedrive or Excel—what’s the case for each?
Excel is fine for kick-off. With multiple roles/volume, Pipedrive (or another CRM) wins: single history, clear hand-offs, faster reporting.
In the 40th anniversary episode of Dialing Out, Dominka and Franjo (BDR) break down the topic you can’t avoid in B2B sales: objections. Not as “hard stops,” but as signals that point you to what your prospect actually cares about.
The core message: quantity and quality are not opposites. Without daily calling you never build quality – and without quality conversations, sheer volume does not turn into meetings or deals. In a short game segment, they play through typical call center scenarios and decide live whether more volume or more depth is needed.
Switzerland looks like the perfect B2B market from the outside: strong currency, high purchasing power, long-term customer relationships. But many teams underestimate how different it really is from the rest of DACH – and burn time and budget on an expansion they’re not ready for.
And the success is guaranteed.
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