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In this episode, Matt Roberts, Head of Sales Development at Mosaic, shares his journey of building an outbound sales team from scratch.

He discusses his approach to understanding the finance space, defining ICP, crafting effective messaging, and scaling to 10 BDRs.

Matt reveals how he managed executive expectations, prioritized accounts, and created systems that led to impressive results. His candid insights about what worked, what didn't, and what he'd do differently provide a masterclass in building high-performing outbound teams.

3 biggest takeaways:

- Define your own ICP through customer research

- Prioritization of accounts drives rep performance

- Phone skills remain critical for career advancement

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Who is Matt Roberts?

Head of Sales Development at Mosaic (acquired by HiBob)

More context about the SDR team:

- ACV: $32k

- Industries: B2B SaaS

- Buyer personas: finance leaders

- Markets: North America

- 2024: $2.6m ARR sourced from 7 fully ramped BDRs, $18.1m pipeline generated

- From 0 outbound at all to 2,300 meetings booked, and 1,800 opps created 3 years later

Connect with Matt:

- On LinkedIn⁠⁠⁠: https://www.linkedin.com/in/matthewpaulroberts5/

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Chapters:

(00:00) Matt Roberts and Mosaic's Success

(00:43) Matt's Initial Priorities at Mosaic

(02:19) Understanding the Market and Customers

(08:52) Defining and Refining ICP

(16:49) Managing Expectations with Leadership

(25:12) Unexpected Hiring Success

(27:56) Onboarding and Training Strategies

(31:56) Scaling the Team: Processes and Systems

(40:48) Leveraging AI in Sales

(45:01) Reflections and Future Improvements

OK20: From 0 to 2,300 Meetings: Building an Outbound Sales Machine - Matt Roberts, Head of Sales Development at Mosaic (acquired by HiBob)

Outbound Kitchen - B2B Sales Podcast