Hey Niepodam,

I was reviewing an SDR team’s activity — they were hitting all the classic KPIs:

• 80+ activities a day
• 3x touchpoints per account
• Sequences running on time

But meetings? Flat.

So I sat with one rep and watched her prospect.

She pulled up a list of Series B SaaS companies and said: “They match our ICP — 200–500 headcount, US-based, using HubSpot…”

I asked: “Cool — but what’s the actual reason to reach out now?”

She blinked. “Uhh… they’re ICP?”

That’s the failure no one talks about: Prospecting based on static fit instead of dynamic timing.

Here’s what was missing:

They were picking accounts based on who they are, not what’s happening.

Great SDRs don’t chase personas.
They chase moments.

We rebuilt the motion with one rule:

No outreach unless there’s a reason to reach out today.

We taught them to hunt for triggers like:

• New GTM exec hire
• Recent job posting (SDRs, RevOps, Enablement)
• Fundraising news
• Tech migrations
• New tech implementation
• G2 specific reviews
• Stalled competitor renewal

Each SDR got a simple framework: