Building SDR teams, Catherine's way.
Fifteen years building global SDR teams that run on outcomes, not activity.
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Building SDR teams, Catherine's way.
Fifteen years building global SDR teams that run on outcomes, not activity.
Catherine Olivier has built and led SDR and inside sales teams for 15 years, since starting as an SDR in the UK. Always IT and tech, hardware and software, with teams running from Australia to San Francisco and every time zone in between. She's now Snr Director, Business Development & Inside Sales at Strategy. This sheet was captured as VP Global Sales Development at Cognism, where she ran a 45-person global SDR org widely regarded as one of the best hiring and development engines in the market. It's how she does it: how she filters hires, how she ramps them, and the daily habits she runs a team on. One throughline runs through every page. Measure outcomes, not activity.
Connect with Catherine on LinkedIn"Six conversations a day. I don't care if that takes you six calls or six hundred."
What's inside
- The hiring filter that surfaces who "SDR'd their way" into the SDR role
- A three-round interview built on "why you, why sales, why us"
- The drip-feed ramp dial: volume and lead quality, ~10% to ~80% over six weeks
- The operating model switch: six conversations a day, not six hundred dials
- A time-blocking system that stops prospects eating your calendar
- The weekly cadence and single source of truth that runs a 45-person org
What sellers & sales leaders are saying
"The saying goes that the first task of any new sales leader is to build the playbook. Matt does this for you in this astonishing collection of go-to-market business critical playbook of intelligence, bound up like a single pane of glass that is easy to consume. This is an incredible asset for any sales leader looking to make waves. Highly recommended."
Free forever. We'll email it to you. No spam, ever.
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