Outsourced SDRs, plugged into your market.

What you get

1. A rep who has done this before.

   Experienced B2B sales conversationalists with years on the phones in markets like yours. They know how to open a door to the people who make the decision, and what to say once it is open. They work your market and no one else’s while they are on it.

2. A manager on the calls.

   Every rep has a manager listening, coaching and correcting - the opener, the objection handling, the email, the order of the day. You get the result of that without running it. It is the difference between a rep who improves each week and one who settles.

3. A board before the first dial.

   We build the market first: the companies worth calling, chosen by what they are doing rather than the industry code they sit in, the signal that put each one there, and the people to speak to. You see it and argue with it before anyone is rung.

4. The data, the dialler and the sequencing.

   Live intent data, waterfall enrichment, a power dialler, multichannel sequencing, deliverability and reporting, on Setta, our own sales platform. One console rather than nine subscriptions, and nothing for you to buy, wire or manage.

5. One cadence across three channels.

   Call, email and LinkedIn on one sequence, so nobody is chased twice in a day and nobody is forgotten in week three. The personalisation is built from the signal and the research, and the emails are written for one person at the length that gets a reply.

6. Qualified meetings in your diary.

   A rep of ours makes the introduction, builds the rapport and qualifies against the criteria you set. What lands in your diary is a video call with a decision maker who already has a good impression of your business.

The parts, one at a time

• Appointment setting - what counts as a qualified meeting, how one is booked and confirmed, and why booked meetings do not happen.
• Cold calling - what a calling day looks like, and the UK rules on calling businesses, set out plainly.
• Lead generation - the difference between a list, a lead and a meeting, and the rules on emailing businesses.

Who it is for

UK B2B companies that have something to sell, someone to close it, and no one whose whole job is finding the next conversation. Founders doing the prospecting themselves between everything else. Sales leaders with closers and nobody feeding them. Businesses opening a new market or a second office, where the existing team knows the existing market and the new one has no list and no references yet. Companies whose SDR left and has not been replaced.

We work across sectors - the case studies cover NHS primary care, enterprise edge AI, Microsoft partner professional services, financial planning software into group finance, property publishing into estate agents, agency new business, a category that did not have a name and a travel company building a B2B channel. The common thread is a considered sale to a business buyer, where the first conversation is worth having a professional open.

• Healthcare and the NHS - three buyers who share one patient.
• Technology firms and Microsoft partners - IT leadership inside established firms.
• Agencies - new business for the studio that wins it for everyone else.
• Deep tech selling to enterprise - account-based from the first call.
• Finance software selling to group finance - the top of finance, from the month-end down.
• Selling to estate agents - branch by branch, every week.

All six, and the two campaigns that do not fit a heading, are on the sectors page.

What it is not

• Not a list. Buying contacts and a sequencing tool gets you names. The function is the person working them and the person coaching that person.
• Not pay-per-lead. A model that pays for names produces names. It rarely produces the fourth touch that gets the reply, because the fourth touch is not paid for.
• Not an AI SDR. The AI is in our platform - the research, the enrichment, the queue. The person is on the phone, because the phone is still where the meeting gets agreed. AI SDR or human SDR sets out the difference.
• Not a half-effort. We start with a full board and a full cadence, because anything less tells you nothing about the market.

The record

More than 1,400 appointments booked and more than £270m of pipeline generated across the campaigns we have run, with an average of three weeks from brief to the first dial. The case studies say what that looked like for each client, in their own words.

In their words

Caption have become far more than an outsourced sales development team for us - they’ve become a genuine extension of our sales operation.

We’ve seen opportunities they originally generated progress all the way through to signed customers.

Read the GP Triage case study, or see all our clients’ stories.

Questions people ask on the first call