In most 90-day sprints, once ICP and messaging are clear, I aim for a realistic range of 8–15 qualified meetings with your best-fit ICP.
Some campaigns do better (for example, one POS SaaS sprint delivered 20 qualified meetings → 7 opportunities → 2 wins, and is now running at 9–12 meetings per month), but I prefer to anchor expectations on a range we can both stand behind.
The exact number depends on how tight your ICP is, how differentiated your offer is, and how fast we can iterate based on replies in the first few weeks.
A qualified meeting is not just “anyone who replied”. I use simple criteria so we don’t waste your calendar:
Right ICP & persona – fits the agreed company profile (size, region, industry) and is the right role (e.g. Founder, VP Sales, Head of Growth, CFO, etc.)
Real problem or curiosity – they’ve acknowledged some degree of pain, interest, or curiosity that matches what you solve
Consent to a discovery conversation – they agree to a call / demo to explore fit, not just a quick “send me a deck”
If a reply doesn’t meet this bar, I’ll keep warming the conversation and only book it when there’s enough signal that it’s worth your time.
Yes, for almost all engagements I prefer to operate under your brand:
Email – I send from a mailbox on your domain (e.g. firstname@yourcompany.com or a dedicated outbound subdomain you control).
LinkedIn – I can run outreach via a founder / sales leader profile or a dedicated SDR profile, depending on your preference and risk appetite.
We’ll decide together whose profile and inbox to use, and I’ll respect any guardrails you have around messaging, volume and compliance.
You keep full control: if you want to pause or take conversations in-house at any time, you can.
I’m tool-agnostic and can work with:
Your existing CRM and outbound tools, or
A lightweight stack I bring (for list building, enrichment, sequencing, etc.)
Regardless of stack, you own 100% of the data:
Target account lists
Contacts and activity history
Copy and sequences we write together
Any dashboards or reports we build
Part of the value is that after 90 days, you’re not just left with meetings; you also have a reusable outbound engine you can run with your own SDR/AE hires.
The core of my work is structured outbound into your ideal ICP, but we can absolutely include:
Inbound leads (e.g. demo requests, content downloads), and
Event leads (e.g. contacts from events like Singapore FinTech Festival)
as part of the pipeline.
Think of it this way:
Outbound builds net-new pipeline into accounts you care about most.
Inbound & event leads get folded into the same follow-up rhythm and qualification standards, so you don’t have “dead” lists sitting in spreadsheets.
We’ll decide together how much of the sprint should focus on pure outbound vs. follow-up on existing interest.
I use a simple, milestone-based structure:
A fixed monthly fee in the mid-four-figure USD range for a 90-day sprint
Clear milestones around ICP definition, sequences, launch, and meeting volume
Optional add-ons if we decide to extend SDR, add AE support, or layer in fractional Head-of-Sales
Most teams start with a single 90-day SDR-as-a-Service sprint focused on one primary ICP. After that, we decide whether to:
Extend the sprint,
Add AE-as-a-Service to help run deals, or
Move into a more strategic HoSaaS / GTM leadership engagement.
We’ll discuss exact numbers on a short intro call once I understand your ICP and scope.
At the end of 90 days, we do a short retro:
What ICP segments and personas responded best
Which messages worked, which didn’t
Meeting and pipeline outcomes vs. what we planned
Gaps in your funnel (handover, qualification, next steps, etc.)
From there, you have a few options:
Continue SDRaaS on the same or adjusted ICP
Add AE-as-a-Service support to help close deals in APAC time zones
Transition in-house – your own SDR/AE takes over the playbook and I move into an advisory role if useful
The goal is that you end up with both pipeline and a repeatable outbound engine, not a black-box campaign.
Didn’t see your question here?
Drop me a note at wayland@coldreachsuccess.com and I’ll give you a direct answer.