Cinchy Case Study: Transforming Outbound Sales & SDR Performance

Overview

How Cinchy Scaled Outbound Sales & SDR Efficiency in Just 12 Weeks

Cinchy, a Series B data management platform, faced challenges in generating a scalable and predictable outbound pipeline. While inbound leads contributed some revenue, outbound efforts lacked structure, leading to poor conversion rates. With only two SDRs operating without a defined strategy, coaching, or leadership, their sales development efforts were inconsistent and ineffective. By implementing a standardized outbound framework, refining messaging, and optimizing processes, the company increased SQLs from 12 per quarter to 120 per quarter, significantly improving SDR efficiency and pipeline growth.

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The Challenge

Why Scaling Outbound Was Critical for Cinchy

Like many enterprise software companies, Cinchy relied heavily on inbound leads, which were not converting at a rate sufficient to meet growth objectives. Their outbound strategy was fragmented, and SDRs lacked the necessary structure to engage high-level decision-makers effectively. Key challenges included:

• Lack of Persona Knowledge – SDRs did not fully understand the priorities and pain points of their target audience, which included C-level and VP-level IT, compliance, data, and technology executives.
• Manual, Inefficient Workflows – SDRs spent excessive time on non-revenue-generating activities, limiting their outreach volume.
• Messaging Misalignment – Different reps conveyed inconsistent messages, making it difficult to refine and optimize outbound efforts.

Key Stats Before Intervention

• SQLs per quarter: 12
• Meetings booked per month: 3-4
• Dial-to-meeting rate: Under 3%
• Conversation-to-meeting rate: Estimated at 5-7%

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The Solution: Building a Scalable Outbound Motion

To address these issues, Cinchy partnered with TOF Advisors to implement a data-driven outbound strategy designed for enterprise sales. The approach included:

Key Strategies & Tactics Implemented

• Ideal Customer Profile (ICP) Refinement – Conducted in-depth persona research to align messaging with the priorities of IT, compliance, data, and technology executives.
• Standardized Messaging Across All SDRs – Shifted from feature-based selling to a pain-driven approach, ensuring all reps articulated a compelling value proposition.
• Benefit-Focused Sales Messaging – Shifted the sales approach to emphasize how Cinchy removes data management pain points rather than simply highlighting product features.
• Multi-Channel Outbound Strategy – Implemented a structured LinkedIn, email, and cold calling approach to engage decision-makers effectively.
• SDR Coaching & Training –
  
  • Daily morning SDR huddles to reinforce key learnings.
  • One-on-one coaching sessions focused on objection handling, tonality, and problem-led conversations.
• Sales Framework Implementation – Introduced the "Sell the Fix" methodology, shifting SDRs from pitching software features to addressing enterprise data challenges.
• Process Optimization & Automation – Eliminated inefficiencies by:
  
  • Automating lead research and prioritization.
  • Streamlining CRM workflows for improved tracking and follow-up.
  • Implementing tools to increase dial and conversation volume.

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The Results: Measurable Growth in Just 12 Weeks

Pipeline & Meetings Booked

• SQLs per quarter – Increased from 12 to 120
• Meetings booked per month – Grew from 3-4 to 30-40 across two SDRs

SDR Performance Improvements

• Conversation-to-Meeting Rate – Improved to 16% (1 in 6 conversations led to a booked meeting).
• Dial-to-Meeting Rate – Increased from under 3% to 14%.
• New SDR Ramp Time – Reduced significantly, with new SDRs consistently booking meetings by their third or fourth week.

Key Learnings & Next Steps

From this transformation, Cinchy identified several critical takeaways:

• Pain-First Messaging Converts Better – Focusing on solving enterprise data challenges resonated more than feature-based selling.
• Enterprise Outreach Requires a Multi-Touch Approach – Leveraging LinkedIn, email, and phone outreach was key to booking high-quality meetings.
• Ongoing SDR Coaching is Essential – Consistent training and refinement significantly improved performance and pipeline growth.

Next, Cinchy plans to:

• Expand outbound efforts to additional enterprise verticals.
• Increase the SDR team to scale pipeline generation further.
• Invest in targeted marketing efforts to complement outbound initiatives.

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Conclusion

Cinchy’s outbound transformation highlights the power of structured messaging, process automation, and SDR coaching in scaling enterprise sales. By standardizing outreach, eliminating inefficiencies, and implementing best practices, they successfully built a repeatable and scalable outbound motion.

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Schedule a consultation today to learn how TOF Advisors can help your company build a scalable outbound strategy and drive predictable revenue growth.