Top-of-Funnel BDR & Fractional BDR Plan


Effective top-of-funnel management is crucial for driving enterprise sales. This proposal outlines a strategy to enhance our outreach efforts by integrating fractional and internal BDR (Business Development Representative) resources. By leveraging a targeted outbound email campaign and scalable calling operations, we aim to increase lead generation, improve engagement, and optimize our sales funnel. This process will be fully implemented within 60 days.

60-Day Implementation Process

Phase 1: Initial Setup and Strategy Development (Days 1-15)

Define Ideal Customer Profile (ICP) and Messaging:

Identifying the ICP and developing targeted messaging to attract these prospects is the first step. This involves understanding the needs and pain points of our ideal customers and crafting an outbound email campaign tailored to these insights.

Need and Value:

Understanding your ICP is fundamental. Forbes highlights that companies who excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. This targeted approach ensures that marketing efforts are not wasted on unqualified leads, increasing the efficiency and effectiveness of outreach campaigns.

Onboard Fractional BDR:

Contract a fractional outsourced BDR to begin handling calls to prospects targeted by the email campaigns and an expanded list of potential leads. Train the fractional BDR on our company’s products, services, and value propositions.

Need and Value:

Outsourcing BDR functions allows companies to scale their efforts quickly without the overhead costs associated with full-time hires. McKinsey & Company reports that outsourcing can reduce costs by 20-30% while improving service quality and operational efficiency. This enables companies to maintain a lean structure while expanding their outreach capabilities.

Hire and Onboard Internal BDR:

Recruit an internal BDR with strong calling skills and the ambition to grow within the company. Begin a 30-day onboarding process for the internal BDR, focusing on company orientation, product training, and sales techniques.

Need and Value:

Internal BDRs provide continuity and deep product knowledge, which is crucial for building long-term customer relationships. Harvard Business Review notes that companies with strong onboarding processes improve new hire retention by 82% and productivity by over 70%. This structured onboarding ensures that the BDR is well-prepared to contribute effectively from the start.

Tool and Resource Setup:

Set up necessary sales tools and software (e.g., for tracking calls, emails, and lead engagement. Integrate CRM systems to ensure seamless data flow and reporting.

Need and Value:

Utilizing advanced sales tools and CRM systems like and Salesforce enables better tracking and management of leads. Gartner reports that CRM systems can increase sales by up to 29%, sales productivity by up to 34%, and forecast accuracy by 42%. These tools provide the infrastructure needed for data-driven decision-making and streamlined operations.

Phase 2: Initial Outreach and Data Collection (Days 16-30)

Launch Outbound Email Campaign:

Deploy the email campaign designed in Phase 1, targeting the defined ICP. Monitor key metrics such as open rates, click-through rates, and responses to refine messaging.

Need and Value:

Email marketing remains one of the most effective channels for B2B outreach. Campaign Monitor reports that email marketing generates $38 for every $1 spent, which is an ROI of 3800%. Monitoring and refining these campaigns ensure that the messaging resonates with the target audience, leading to higher engagement rates.

Fractional BDR Calling:

The fractional BDR begins making calls to prospects from the email campaign and additional leads, aiming for 100-150 calls per day. Collect initial call data and feedback to adjust the approach as necessary.

Need and Value:

Cold calling, when done effectively, can be a powerful tool for lead generation. HubSpot reports that 63% of sales representatives say cold calls are the worst part of their job, yet 69% of buyers have accepted calls from new providers in the last year. Ensuring that BDRs are well-trained and equipped with the right data can turn this challenging task into a productive one.

Internal BDR Training Continuation:

Continue onboarding the internal BDR, focusing on advanced sales techniques and familiarization with call scripts and CRM tools. Start internal BDR on supervised calling to build confidence and proficiency.

Need and Value:

Ongoing training ensures that BDRs continue to develop their skills and adapt to new challenges. LinkedIn’s State of Sales report states that top-performing salespeople spend 6 hours a week on training, compared to 3 hours for underperformers. This continuous development is key to maintaining a high-performing sales team.

Data Tracking and Analysis:

Use tools like to track the performance of calls and emails. Begin compiling data to assess the effectiveness of the outreach efforts and identify areas for improvement.

Need and Value:

Data-driven decision-making is essential for optimizing sales strategies. According to McKinsey & Company, companies that leverage customer behavior insights outperform peers by 85% in sales growth and more than 25% in gross margin. Tracking and analyzing data allows for continuous improvement and more effective targeting.

Phase 3: Optimization and Scaling (Days 31-45)

Full Call Integration:

The internal BDR reaches full productivity, making 100-150 calls per day. Both the fractional and internal BDRs work in tandem, covering a larger volume of prospects.

Need and Value:

Scaling up call operations ensures that the maximum number of prospects are reached, increasing the potential for conversions. Salesforce reports that high-performing sales teams are 2.8 times more likely to use sales analytics. This integration of BDR efforts amplifies outreach and leverages diverse skill sets.

Refine Outreach Strategy:

Analyze data collected from initial outreach efforts to identify trends and optimize messaging and targeting. Implement feedback from initial calls to improve call scripts and email templates.

Need and Value:

Continuous refinement based on real-time data ensures that sales strategies remain effective and relevant. A study by Forrester found that companies that excel at data-driven marketing are six times more likely to be profitable year-over-year. This iterative process of improvement keeps the outreach efforts aligned with market dynamics.

Enhanced Coordination:

Ensure seamless coordination between the internal and fractional BDRs to avoid overlap and maximize coverage. Hold regular check-ins and strategy sessions to align efforts and share insights.

Need and Value:

Effective coordination between team members enhances productivity and ensures consistent messaging. According to Gallup, highly engaged teams show 21% greater profitability. Regular strategy sessions and check-ins keep everyone aligned and motivated.

Phase 4: Review, Adjust, and Finalize (Days 46-60)

Performance Review:

Conduct a comprehensive review of the BDRs’ performance, focusing on metrics like call volume, connection rates, demo bookings, and email engagement. Identify successful strategies and areas needing improvement.

Need and Value:

Regular performance reviews provide insights into what works and what doesn’t. According to a study by Harvard Business Review, regular reviews and feedback can improve employee performance by up to 39%. This review process helps in fine-tuning strategies and improving overall effectiveness.

Adjust and Refine Processes:

Make necessary adjustments to the outreach strategies based on performance data and feedback. Refine segmentation and targeting to ensure the highest quality leads are being pursued.

Need and Value:

Adapting strategies based on feedback and data ensures continuous improvement. The American Marketing Association found that organizations with a strong feedback culture enjoy 14.9% lower turnover rates. This adaptability makes the sales process more resilient and responsive to changes.

Report and Document:

Prepare detailed reports on the 60-day implementation process, outcomes, and key learnings. Document the refined processes and strategies for future reference and scalability.

Need and Value:

Documenting processes and outcomes provides a reference for future initiatives and ensures that successful strategies are replicable. Forbes states that companies that document their processes are 3.5 times more likely to succeed in scaling their business.

Plan for Scaling:

Develop a plan to scale the process further, including potential increases in BDR capacity (both fractional and internal) based on success metrics. Outline steps for continuous monitoring and improvement.

Need and Value:

Planning for scalability ensures that the organization is prepared for growth. According to a report by Deloitte, scalable businesses grow 2.3 times faster and are 1.6 times more profitable. This forward-thinking approach ensures sustained growth and long-term success.


Implementing this integrated BDR strategy within 60 days will significantly enhance our top-of-funnel activities, driving growth in lead generation and engagement. By combining fractional and internal BDR resources, supported by robust data and analytics, we ensure a scalable and effective approach to sales. We look forward to your approval to commence this project and achieve our sales objectives.

For any queries or further information, please contact:

Tim Savage
NET NEW Solutions
Phone: 859.490.1499