Sectors
Outsourced SDRs for B2B software and SaaS companies.
Software sold to a business buyer who already has a system, a budget cycle and a reason to say not now. We have run sales development for AI, healthtech, finance and Microsoft software companies. What the campaigns had in common, and what they produced.
A software company’s first outbound problem is rarely the product. It is that the buyer already runs something - a spreadsheet, a module that came with the ERP, a tool bought three years ago - and the call has to be about the gap in that, not the features of this. Sales development for software is finding the people living with the gap, at the moment it hurts.
What the software campaigns produced
| Client | What they sell | What came out |
|---|---|---|
| LGN.AI | An edge AI framework, sold to enterprise industrials | £22.2m of pipeline, £2.8m closed, 87% of booked meetings attended |
| GP Triage | AI triage for NHS primary care | £11.4m+ of pipeline, 15 qualified decision-maker meetings a month on average |
| Metapraxis | An FP&A platform, sold to group finance | Finance leadership at every meeting, up to a multinational behind four household-name brands |
| HG Technology | Microsoft Power Automate and Power BI work | £180k of pipeline from 500 professional services accounts, IT leadership at every meeting |
What the campaigns had in common
- The trigger, not the category. A new CIO, an ERP programme mid-flight, an audit due, a second site opening. The board is ordered by who has a reason to talk this quarter, which is why a rep calls fewer companies and books more of them.
- The incumbent is the conversation. For Metapraxis the opener was the month-end; for HG Technology, the process in the team that feels more manual than it should be. Buyers answer a question about their own process in a sentence.
- Multi-threaded from the start. Software is bought by a committee - the user, the budget holder, IT. One contact going quiet should not close the account.
- Qualified before the closer sees it. Each meeting arrives with who, why this company, what they said and what they agreed to. The handover sets out the pack.
- Market discovery when fit is uncertain. LGN.AI started without a settled market; the first weeks tested mining, manufacturing and industrial infrastructure and the pipeline followed the sectors that answered.
Who gets called
Whoever owns the problem the software solves, and whoever signs for it: a head of operations or finance, the IT director or CTO, and in smaller companies the founder or managing director. Phone first where the buyer answers, with email and LinkedIn on the same cadence - six touches, three channels.
Do you work with early-stage SaaS companies?
Yes, once something has sold. If product-market fit is still open, the first weeks can be market discovery, as they were for LGN.AI. The readiness check is a quick way to see where you are.
Is an outsourced SDR better than an AI SDR for software?
They do different jobs. Software is good at research, enrichment and timing; a person is better on the phone and in the reply. We use both - AI SDR or human SDR sets out where each fits.
Can you sell into the US as well as the UK?
Yes. The Metapraxis campaign ran both markets, with more than eight hundred new US accounts opened.
Do you work with healthtech selling into the NHS?
Yes. Our GP Triage campaign into NHS primary care is ongoing; healthtech selling to GP practices sets out how we approach it.
Do you use our domain and CRM?
We can prospect under your name and work inside your CRM - GP Triage’s team describe us working directly within theirs. Who owns the data when the engagement ends is agreed up front.
The other markets we have sold into: healthcare and the NHS, technology firms and Microsoft partners, finance software, deep tech selling to enterprise, agencies and estate agents. All of them are on the sectors page.
Selling software to a business? Show us the market.
Fifteen minutes on your buyer, your trigger and what the first three weeks would look like.
Book a call →