Original Source: https://www.apollo.io/academy/guides/pipeline-generation

Curated by: Marcus Cheu of SalesDuo

Why I’m Creating This?

• As I was looking through the book, I got a lot of insights, and was inspired to put it together into an actionable guide

• So I reached out to Joshua (who wrote the book) to get his thoughts on it

  

• He loved the idea, so here I am translating the insights from the book into an actionable step-by-step guide :)

• Note: I would recommend reading through the original source for the full experience, my focus will be on capturing the key insights and translating them into action items!

  • You can duplicate this template for your own use at the top right-hand corner

Overall Summary

The book is broken up into 8 sections:

1. The Truth About Outbound Sales
2. Prospecting
3. Cold Emailing
4. Cold Calling
5. Social Selling
6. Multichannel Outreach
7. Email Deliverability
8. Growing Your Sales Team

Here are the key templates to adopt for your business:

• ICP Framework
• Signal Filters
• Lead Scoring Model
• Deeper Research for Top Prospects
• Tier 1 Prospects Email Copy
• Tier 2+3 Prospects Email Copy
• Your 3-Step Email Series
• Cold-Calling Script
• Social Selling Framework
• LinkedIn Engagement Network
• Multichannel Outreach Sequence
• Sales Plays
• Outbound Prospecting Benchmarks
• Domains for Email Deliverability
• Email Deliverability Checklist
• Your Sales Incentive Model

The Truth About Outbound Sales

• Traditional sales model is fundamentally broken…
• 3 truths every GTM professional needs to know to be successful today:

  1. Single-channel selling doesn’t work anymore - multichannel generates almost 2x meetings booked

     

  2. Unchecked automation will ruin your relationships

     • With email service providers cracking down on bulk sending, there are no shortcuts to outbound anymore
     • You need personalisation that reflect a deep level of engagement and research

  3. Misaligned incentive models create chaos

     • 90% of the greatest 20 GTM minds agree that SDR role is dead

     • For most small businesses today, hiring “full cycle” salespeople to own the entire end-to-end process is the right move

     • For teams that split responsibilities between setters and closers, the most successful teams use compensation models where:

       • “Meeting setters” are compensated partially on revenue closed in addition to meetings set, and
       • “Deal closers” are compensated partially on renewal revenue in addition to new revenue
       • Customer success managers are compensated partially on expansion or new revenue they source via referrals