Building a scalable outbound engine with Sales Enablement
Building a scalable outbound engine with Sales Enablement
From ad hoc sales to a scalable appointment scheduling engine
Data Inc. builds and operates data platforms in close partnership with their clients. They transform raw data into actionable insights that enable better decision-making. Specialising in data warehousing, data strategy, data engineering, and visualization, Data Inc. structure complex data sets into clear information models and intuitive dashboards, so the entire organization can work from a single source of truth, across both dashboards and AI solutions.
Data Inc. partnered with VAEKST in a Sales Enablement project to build a scalable appointment scheduling engine that could transform their sales process, create structure, and improve commercial predictability.
The collaboration combined sales training, CRM optimisation, and sales development to create structure, transparency, and a fully operationalised process in HubSpot, where the sales team now works according to clear steps, automation, and data-driven insights.
“VAEKST has helped us build a foundation that increased our daily activity by more than 200% and reduced our cost per meeting by 30%. We’ve gone from random sales opportunities to a predictable sales model - one where we know what to do, when, how, and what to expect in return when we invest £1.”
— Niels Jacob Nielsen, Partner, Data Inc.
HubSpot CRM clean-up: A data-oriented approach to appointment scheduling
The project began by strengthening Data Inc.’s data foundation to ensure a solid base for appointment scheduling and tracking:
- Cleaning and enriching legacy data from multiple systems.
- Segmenting and importing new leads based on a defined ICP (Ideal Customer Profile).
- Enriching data through external sources to enhance precision in prospecting.
The result was a structured and operational data foundation that became the cornerstone of the new sales model.
Outbound sales playbook for scalable appointment scheduling
The next step was designing an outbound sales playbook that standardised outreach and built a framework for consistent execution. It included:
- Multi-channel outreach with phone, email, and LinkedIn: Create targeted sequences that can be split-tested across channels.
- A clear pipeline structure in HubSpot CRM: Every stage, from first outreach to appointment scheduling, is documented and measurable.
This structure enabled the creation of a repeatable and data-driven appointment scheduling engine that ensures consistent execution and learning.
HubSpot CRM as the RevOps foundation
To support the process, HubSpot CRM was rebuilt from the ground up to power outbound sales and streamline appointment scheduling:
- Standardised company and contact cards with new properties such as provider and lead segment.
- A professional meeting invitation snippet to ensure consistent communication across all prospects.
- Automations and workflows that automatically move leads to the next step.
- Dynamic lists and duplicate prevention, ensuring every lead is unique and efficiently processed.
In addition, dashboards were built to monitor activity, channels, and response rates, allowing the sales leadership to track progress in real time and make data-driven decisions rather than relying on intuition.
200% increase in activity and 30% reduction in cost per meeting
Before the collaboration, Data Inc.’s daily outreach activity fluctuated between 0 and 15 outreaches. After implementation, the number stabilised at 30 per day, a 200% increase in activity and a far more consistent flow of booked appointments.
At the same time, Data Inc. achieved a 30% reduction in cost per meeting, proving higher efficiency and improved conversion rates.
The process is now repeatable, measurable, and scalable, forming a new foundation for growth.
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