context
The business operated in a competitive, price-driven connectivity market where SDR performance had a direct impact on pipeline creation.
With PE backing and growth pressure across the business, leadership needed a more reliable flow of qualified opportunities.
The SDR team was active, but performance was inconsistent. Conversations often defaulted to price, confidence varied across the team and internal resources were stretched.
The business needed more than a short training intervention. It needed a practical coaching rhythm that could improve performance quickly and build habits the team could sustain.
Challenge
The challenge was not to make SDRs busier.
The team needed a more consistent way to improve call quality, build confidence and create meaningful pipeline in a market where buyers often defaulted to price.
Leadership needed practical support that could strengthen SDR performance quickly, while embedding a repeatable coaching approach the team could keep using.
impact
Sales Engine designed and delivered a focused three-month SDR coaching and enablement programme.
The work followed a four-stage performance improvement framework: Assess, Improve, Embed and Maintain.
Sales Engine combined structured training, weekly call reviews, personalised coaching and practical enablement tools. This gave SDRs a way to improve through real conversations, not abstract training.
The programme shifted the team away from activity-only thinking and towards better conversations, clearer value messaging and more confident objection handling.
Weekly call reviews became part of the team rhythm, helping SDRs reflect, improve and build confidence through consistent feedback.
The result was a more reliable SDR performance model, with SDRs consistently booking 8–10 meetings per month.
SERVICES INVOLVED
Sales Development & Conversion
Revenue Operations & Funnel Design
Sales Academy
Integrated Growth Programmes
