Account-based sales plays & cadence design for IBM.
The brief.
IBM wanted to improve outbound sales productivity and reduce ramp time across its sales organisation. Traditional phone and email led outbound activity was no longer scaling, and performance varied widely depending on cadence structure, channel mix, and rep experience.
IBM needed a clearer account-based selling framework – one that defined how reps should pursue accounts, when they should engage, and which channels should be prioritised – supported by structured cadences within SalesLoft.
The objective was to design and validate a set of outbound plays and cadences that could improve engagement, increase productivity, and provide a repeatable model for sales teams to execute at scale.
The approach.
We designed the outbound strategy, account-based plays, and cadence frameworks used in a proof of concept.
This included defining account-based pursuit models, writing and structuring multi-channel cadences, and establishing clear rules around touch volumes, intervals, and cadence duration. Rather than relying on generic, one-size-fits-all sequences, we developed layered cadences aligned to different stages of account pursuit, balancing persistence with prospect fatigue.
The strategy deliberately reduced dependence on phone and email as primary channels. Social engagement – particularly LinkedIn – was embedded as a core component of each play, alongside clearer guidance on cadence timing and spacing.
IBM’s sales reps executed the activity, while we analysed performance across engagement, conversion, and productivity metrics. This allowed us to continuously refine cadence structure and play design based on real-world results, identifying which combinations of channels, intervals, and touch volumes delivered the strongest outcomes.
The results.
6-8 touches per appointment.
Established a predictable cadence to consistently generate booked appointments.
65% appointment attendance rate.
Improved meeting quality through relevant, account-based outbound plays.
25% increase in rep productivity.
Improved efficiency per rep by standardising account-based outbound execution.
50% increase in sales output per rep.
Converted productivity gains into materially higher sales contribution per rep.
Built by people who are obsessed with outcomes that matter.
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