Template

The outbound brief, on one page.

A free template for briefing an SDR team, in-house or outsourced: five questions, filled in here, written up as you type. Copy it or save it. Nothing is stored or sent.

A brief for an SDR team fits on one page and answers five questions: what you sell, who buys it and why now, what a good meeting looks like, who takes it, and what the team must not say. Everything else - the target list, the messaging, the qualification and the cadence - is built from it. Fill in the boxes below and the brief writes itself underneath.

1. What you sell

Your companyAs the buyer would say it

What you sell, in the buyer’s wordsWhat they would say they bought, a year later. One paragraph.

2. Who buys it, and why now

The kind of companyBy what it is doing - growing, hiring, moving, launching - as well as sector and size

The person who owns the problem, and the person who signsTitles

The triggerThe event that makes this the quarter they act. These become the signals.

3. What a good meeting looks like

A good meetingTitle, size, the problem they have said they have, what they agreed to

A bad meetingThe title that looks right and never buys; the right size and the wrong shape

4. Who takes the meetings

Name, and how quickly after bookingThe question most often left blank

Meetings a month you want heldA rough number is fine

5. What we must not say, and who we must not call

ExclusionsClaims not yet true, clients not to be named, competitors, partners, existing customers

What you can sayCustomers you can name, results you can quote

Your one-page brief

Book a call and bring the brief →

Fifteen minutes. Reply to the confirmation email with the brief and we will come having read it. Nothing on this page is stored or sent anywhere.

Getting the five answers right

Write what you sell as the buyer would describe it, not the product name or the category you want to own.
Describe companies by what they are doing - hiring, moving, launching, losing someone - as well as their sector and size. The triggers become the signals the list is built from.
Write the bad meeting as well as the good one. Qualification is agreed here and measured against later.
Name the person who takes the meetings. It is the answer most often left blank, and it decides whether meetings turn into anything.
Keep the exclusions short and real: existing customers, partners, competitors, clients not to be named.

The longer version, with what to leave out, is in how to brief an outbound team. What happens to a brief after it is written is in the first three weeks.

Questions about the brief

What should an SDR brief include?

Five things: what you sell in the buyer’s words, who buys it and the trigger that makes them act now, what a good and a bad meeting look like, who takes the meetings, and what the team must not say or who it must not call.

How long should a sales brief be?

One page. If what you sell takes a page to explain, the outreach will take a page too, and nobody reads a page.

Do I need a brief for an in-house SDR too?

Yes. A new hire without one is pointed at “the mid-market” and left to guess, the same as an agency.

Brief written? Bring it to fifteen minutes.

We will read it before the call and tell you what the market it describes looks like.

Book a call →