Proposify’s digital proposal software is designed to give sales leaders more visibility and control over the closing phase of their sales process through the management of proposals, quotes, contracts, agreements, and other documents.

While the company had initially operated as a 100% inbound sales team, it recognized that reaching the accelerated growth targets it had set for 2020 and 2021 would require a shift to a more outbound-focused sales approach. Having struggled to make a similar transition in the past, Proposify reached out to Growth Genie for B2B sales training and support.

From almost 0% outbound sales to 50% of total pipeline

6X more outbound meetings booked with target prospects

10 hours saved each week on sales team management activities

Overcoming Past Outbound Sales Transition Failures

“We’d built a good inbound system, but with outbound, we were never able to really crack that nut and get the proper number of meetings booked,” explains Daniel Hebert, VP of Sales at Proposify. “We were experimenting a lot, talking to a lot of people, and taking in all the best practices we could find to try to do it on our own. But none of us on the team had grown an outbound process from the ground up before.”

To support Proposify in the development of its outbound sales program, Growth Genie began with onboarding sessions that allowed us to get to know the company, its ideal customer profile, sales process, current outbound messaging, and technology stack. Using the data we captured, we created a highly customized sales playbook to guide outbound sales efforts, which we refined over time through one-on-one coaching and conversations with stakeholders at all levels of Proposify’s team. 

 Will Aitken, Account Executive at Proposify

Commenting on the personalized nature of Growth Genie’s approach, Hebert notes, “We looked at a number of different vendors initially. Typically, when you have a vendor that creates a playbook, it’s pretty broad. They’ll come in, look at the strategy, and then create a playbook – and that’s the extent of the engagement.”

He continues, “With Growth Genie, we got that – but we also got one-on-one coaching for each rep and with the managers and myself, just to make sure that everything was going well and that we were using the playbook effectively. We were also able to also give feedback on the playbook so that it wasn’t just a ‘one and done’ document we’d have to figure out on our own. It was an iterative process where there was a lot of feedback and back and forth. All of that was exceptional and exceeded our expectations.”

Enabling Personalization at Scale in Outbound Sales

For Will Aitken, an Account Executive at Proposify, one of the biggest advantages to the level of customization in Growth Genie’s approach was how it enabled him to integrate a greater degree of personalization into his sales communications. “Everyone knows that, in prospecting, personalization gets results. But it’s really hard to get personalization right. Growth Genie helped us identify key triggers for our target market and then bring those into our prospecting process at scale.”

Like Hebert, Aitken also benefited from Growth Genie’s focused attention. “We have a lot of one-on-one coaching with Growth Genie, where they’ll jump on the phone or listen to some of my calls and help me tweak them,” he shares. “I’ve gone from booking one meeting every other week for myself, to now spending 25% of my time prospecting, but consistently booking at least three meetings every week with companies I actually want to work with.”

More Meetings and Less Managerial Effort Drive Greater Outbound Sales Confidence

“When we were attempting to do outbound before, we were – at most – booking five outbound meetings a month, max, across the team” shares Hebert. 

“Now that we’ve implemented this process, along with a couple pieces of technology, we’re seeing weeks where we’re booking more outbound meetings than inbound. Outbound meetings booked keeps growing month over month. Over the next couple of months, we’ll probably outnumber the inbound meetings that we’re booking – something that was unheard of at Proposify a year ago.”

Proposify’s work with Growth Genie has also allowed Hebert to reclaim time he formerly spent building and managing the outbound component of the company’s sales program. “Because we didn’t have the expertise in outbound, having to continuously look up best practices, trying to figure out how to put them into a playbook that would be understandable for reps, and teaching that playbook over and over took up a lot of my time.” 

“Now, thanks to Growth Genie’s playbook, all of that is off my plate and my managers’ plates. We can run this model very well now, and we can do it without having to dedicate a full-time BDR or manager resource to it.”