How Bonx doubled the performance of their SDRs by 112% in 2 months with a better GTM infra.

01 — The limits of the traditional GTM approach

Overly broad filters that don't adapt to your go-to-market

Sales Navigator filters are very broad. They are not adapted to your go-to-market: most companies adapt their GTM to the filters of databases rather than doing what they would actually want to do.

In Bonx's case, they target industrial manufacturing companies — a complex target — and the standard categories of Sales Nav and Apollo simply don't cover their market.

Unqualified accounts polluting your lists

Even within those filters, the companies that come up are not truly qualified. If you target consulting firms, half of the Sales Nav results won't actually be consulting firms.

→ You spend 40% of your time reaching out to completely unqualified accounts.

An incomplete TAM: you're missing accounts

You miss a large number of companies that match your target but don't appear in those filters. There are many LinkedIn accounts and companies that don't fit into any standard category of traditional databases.

→ We combine 120+ databases. We typically expand TAM by at least 20%.

Bonx's setup before our intervention

• List extraction from Sales Navigator and Apollo
• Manual push into HubSpot
• Cold calling via Aircall with no prioritization or upfront qualification
• Manual research on each account before every call

Result: 16 calls needed to book 1 meeting. SDRs were wasting a considerable amount of time on manual research instead of calling.

02 — The new way

Our method helps:

1. Improve SDR cold call performance without them changing their pitch or adding any new activity.
2. Save SDRs a massive amount of time by automating all the research and manual steps of their day. They only do one thing: cold call lists of qualified people that have already been found and pre-qualified by us.
3. Extend TAM by at least 20%, which allows for much more volume at equal or higher quality.

1. Deep qualification and enrichment of every account

We go deep in all the data enrichment process covering all sorts of custom data points combined with AI agents going over all of the internet to collect custom information and to pre-qualify for the SDRs every account and every contact to make sure 100% they are qualified.

2. Automatic delivery into the CRM and dialer

Every Monday, SDRs log in to find all their tasks assigned in their app or CRM. They know exactly who to call, at which account, and in what order.

A dashboard gives them a complete view of all assigned accounts. We interconnect everything — from Clay and data tools to the CRM — and connect a dialer directly so SDRs can call automatically. Everything is recorded for sales leaders to review. We have premium partnerships with all tools.

3. Data coverage superior to any traditional stack

With our expertise in combining hundreds of databases, custom scrapers coded in Python by our data engineers, AI agents, and the best tools at every step of the process — from discovering accounts to enriching them to finding people — we typically outperform traditional stacks (Sales Nav, ZoomInfo, Apollo...) by at least 50%, if not 100%, in both company discovery and contact discovery.

Key metrics improved: Cold Call Conversion Rate · TAM Size

03 — Tooling & Enablement

The limits of the traditional tech stack

Most companies use the wrong tech stack. Most of the time it's way too expensive and not adapted to their go-to-market.

And the tools don't talk to each other: even if you update your CRM, even if you detect some signals, even if you understand the data, it does not reflect in the whole workflow of the GTM engine.

→ We selected the right tools for Bonx's specific challenges.

A truly interconnected GTM engine

Most importantly: we interconnected everything together to create a real GTM engine.

When a signal is detected by one tool, it's automatically pushed to the CRM and enriched via Clay. HubSpot is always up-to-date and connected to a dialer that allows SDRs to track all their calls, review their calls, and have nothing to do but call.

New Bonx setup:

• AI prompt chains that qualify data from 120+ databases
• Pre-qualification + enrichment with custom data points
• Automatic push into a fully cleaned HubSpot with correct formatting
• Automatic connection to the SDR dialer — zero manual action

Dashboard & Account Scoring

On top of all this, for maximum visibility, we implemented an account scoring system for Bonx. It allows them to know exactly which accounts are relevant or not, and to monitor every SDR's situation.

They have a direct view to see how many accounts each SDR has in every bucket — buckets being the qualification level of the leads.

This allowed them to plan outreach and prioritize with different approaches for each type of account.

04 — How this helps an existing SDR team book more meetings (without hiring)

If you already manage a team of SDRs, the question is not "how do I grow TAM?"

It's "how do I get more meetings out of the same effort?"

At that stage, results are almost never limited by call volume, talk tracks, or rep motivation. They are limited by who gets called and in what order.

The hidden inefficiency in most SDR processes

Most SDR teams follow a similar process: accounts are pulled from Sales Navigator or a data provider, lists are built using broad filters (industry, size, geography), and reps work through those lists sequentially.

On paper, the process looks structured. In reality, call quality varies massively from account to account, even within the same list.

Some calls fail because the company does not actually fit the use case, the buyer role does not exist internally, the problem is not present or not urgent, or the account should never have been contacted in the first place.

The "silent waste" this creates:

• Reps make correct calls to the wrong accounts
• Performance looks inconsistent across reps
• Managers attribute variance to execution, not inputs

What changes when accounts are tiered and pre-qualified

The first impact of this approach is input quality. Instead of giving SDRs a flat list of "target accounts", accounts are explicitly qualified or excluded upfront, ranked by likelihood to convert, and assigned in a deliberate order.

From an SDR's perspective, this means: fewer calls that go nowhere, faster feedback loops, and more conversations where the prospect actually recognizes the problem.

The pitch does not change. The activity level does not change. The probability per call changes.

Why prioritization matters more than list size

In most teams, SDRs do not lack accounts. They lack clarity on which accounts deserve attention first.

Without prioritization:

• Tier-A accounts are contacted too late
• High-probability accounts get the same treatment as low-probability ones
• SDRs burn energy early in the day on poor accounts

With prioritization:

• SDRs start their day on the highest-value accounts
• The first calls of the day have the highest chance of booking
• Momentum improves naturally

This alone often reduces the number of calls required to book one meeting.

Territory structure and fairness (even without hiring)

Even if you are not hiring or changing headcount, territory structure still matters. When territories are built without considering account quality, some SDRs inherit higher-probability books while others inherit territories that are technically "in scope" but structurally weak.

This shows up as persistent performance gaps, coaching efforts that don't close the gap, and difficulty identifying whether the issue is skill or territory quality.

→ When territories are balanced by potential, performance becomes readable.

The compounding effect over time

This approach does not produce a one-time lift.

Over weeks: SDRs spend more time speaking to real buyers, objections become more consistent, messaging naturally improves through repetition on similar account types.

Over months: reply and connection rates stabilize, meeting-to-opportunity conversion improves, pipeline quality becomes more predictable.

None of this requires more calls, more tools for SDRs, or a new pitch. It requires better control over who enters the system and how they are worked.

05 — The practical takeaway

For an existing SDR team, this is not about "expanding TAM". It is about:

• Removing low-probability accounts from daily work
• Sequencing accounts by real likelihood to convert
• Ensuring reps spend their limited time on accounts where a meeting is actually possible

When those conditions are met, booking more meetings becomes a byproduct of the process — not something that needs to be forced through activity or pressure.

In two months, that translated into: +112% meetings booked per month, calls per meeting cut from 16 to 8, and 3 hours a day handed back to every SDR.

→ Read our GTM Engineering methodology