Guides - Checklist - 1 minute read
How to build an outbound sales system
A practical operating model for turning a sales goal into controlled, measurable work.
Published by Fraser, which provides a managed AI SDR service.
1. Define the outcome
Set the market, offer, account profile, buying roles, exclusions and success measure before choosing a channel.
2. Build trustworthy context
- Verified company facts
- Ideal customer profile
- Approved proof points
- Claims that need review
- Suppressed people and companies
3. Create channel playbooks
Personalised sequences from protected sender infrastructure.
Connected identities, paced touches and reply sync.
Phone — coming soon
A future channel, subject to calling quality, appropriate permissions and clear outcomes.
Contact forms
Relevant submissions when a direct inbox is unavailable.
4. Own the reply
Every reply needs classification, context and a next action. Routine answers can be drafted or sent within approved rules; pricing, complaints, contracts and mistakes should be escalated.
5. Learn and report
Separate attempts, deliveries, replies, meetings and revenue. Compare angles by role and account segment instead of declaring a universal winner.
Frequently asked questions
- Can this run without a dashboard?
- Yes. Our team operates Fraser for you and shares updates and reporting, so you do not need to manage a dashboard.
- Does it guarantee pipeline?
- No. The system improves execution and learning, not buyer decisions.
Give Fraser the brief
Share this structure with our team. We use Fraser to set up and run the agreed programme for you.