A World-Class Company With No Outbound Engine.
Rilla came to PATH at $25M ARR with a strong inbound motion, a growing team, and a clear ambition to dominate their market. They had 8 salespeople — 2 Enterprise AEs, 2 AEs handling all demos, and 4 doing a hybrid of outbound and demos. What they didn't have was a real SDR team or a repeatable outbound system.
Six months before reaching out to Mark, they had recognized that outbound could be a major growth driver. They tried to build it themselves — using internal recruiters, attending events, working with external agencies. After 6 months, they still didn't have the right people, the right process, or the right results.
That's when they called Mark.
The Four Blockers Killing Their Outbound Potential.
A deep-dive analysis in Phase One uncovered four critical gaps that were preventing Rilla from building a successful SDR team on their own:
1. No clear outbound metrics vision. They had ARR goals but no framework connecting daily SDR activity to those revenue targets. Without that waterfall — calls to connects, connects to meetings, meetings to pipeline, pipeline to revenue — there was no way to know if they were on track or off.
2. No organised sales ops. Leads weren't being managed efficiently. There was no systematic process for feeding sufficient, quality leads into the hands of a dedicated outbound team.
3. Bandwidth. They had fantastic sales leadership but with the incredible velocity of the business in an extremely hard-working culture, they needed a dedicated set of eyes to launch the SDR motion and train the current AE who would soon become a first time SDR Manager.
4. Lack of a repeatable onboarding blueprint. They had dynamic leaders and a winning culture, but there was no documented onboarding program with supporting resources to ramp them efficiently and set them up for success in the first two weeks.
Design. Build. Launch.
Mark worked directly with the Rilla leadership team to build the infrastructure that would support a world-class outbound motion.
- Clear metrics and activity targets connected directly to ARR goals
- Efficient lead flow process to feed a growing SDR team consistently
- Codified two-week onboarding blueprint with day-by-day progression
- SDR Manager curriculum for an AE transitioning into leadership
Partnering with Rilla's newly hired internal recruiter, Mark facilitated a rigorous, character-driven search across hundreds of candidates.
- 100+ candidates sourced and screened
- Three rounds of interviews — structured, character-based evaluation
- 3 SDRs hired in 4 weeks — selected on coachability, hunger and resilience
- Each hire chosen for long-term growth potential, not just immediate output
Working directly with the Director of Sales, Mark built and facilitated a comprehensive on-site onboarding program.
- Enhanced and synthesised existing call scripts into a new hire training library
- Documented 1:1 coaching feedback framework
- Codified SDR Toolkit of mindset and strategic mini-lessons
- Sales ops best practices and look-aheads for the team's next phase
- SDR Manager training curriculum for the transitioning AE
The Numbers Tell the Story.
Month one: The team of 3 SDRs immediately began booking meetings at a pace that validated the system. The foundation built in Phase One meant every rep knew their targets, their tools, and their role.
3 months post-engagement: The SDR team had scaled from 3 to 12 reps. They were averaging 2 demos booked per day and generating $1.3M in new outbound pipeline every month — consistently.
12 months post-engagement: Revenue had doubled from $25M to $50M+ ARR. The SDR team had grown to 20. Former SDRs had been promoted to AE, Enterprise AE, and Sales Manager roles — proof that the hiring and development system was working at every level.