Sales Focus Outsourcing
Pioneered the Sales Outsourcing Industry in 1998
For more than 28 years, Sales Focus has built and managed outsourced SDR teams. Since 1998, we have worked with more than 1,200 businesses, hired more than 12,000 SDRs, and generated over $1.2 billion in gross revenue for our clients. This page explains what SDR as a service actually is, how it works, and what to expect if you outsource it. We built it, we still run it, and we update it with real numbers, not guesses.
SDR as a service is the practice of outsourcing your sales development function to an outside firm instead of building that team in-house. That covers prospecting, cold outreach, and lead qualification. The provider recruits, hires, trains, and manages a dedicated team of Sales Development Representatives on your behalf. Those reps work your target accounts, book qualified meetings, and hand off warm opportunities to your closers. You keep control of strategy and messaging. The outsourcing partner carries the operational weight of staffing, tooling, and day-to-day management.
It is a different model from a lead list vendor or a pay-per-lead service. A true SDR as a service provider gives you dedicated reps who function as an extension of your sales team. They are not a shared pool working multiple accounts at once. At Sales Focus, every outsourced SDR is a W-2 employee. Each one is background-checked and drug-tested before they ever touch your brand.
Before comparing providers, it helps to know what you are actually up against if you build this function yourself. Independent research from The Bridge Group’s 2025 SDR Metrics Report puts hard numbers on it:
None of that means an in-house team is a bad idea. It means the function is genuinely difficult to run well, and most companies underestimate the hiring, training, and management overhead required to do it. That gap is exactly what SDR as a service is built to close.
Nearly 3 Decades of Experience
We have run outsourced sales teams since before “SDR” was standard terminology. That history shows up in how fast we can diagnose what is broken in a client’s pipeline and how quickly we fix it.
A Dedicated Team, Not a Shared Pool
Your SDRs work your accounts and only your accounts. They learn your product, your buyer, and your objections instead of splitting attention across five other clients.
A 45-day Launch Guarantee
We guarantee your outsourced SDR team is live and working within 45 days. Most in-house hiring cycles alone take longer than that.
Real Data Behind the Outreach
Our team works from a B2B database of more than 35 million companies and more than 60 million contacts. Prospecting starts with real targeting data, not a cold list.
Full Brand Protection
Every SDR we place is a W-2 Sales Focus employee, background-checked and drug-tested. Nobody working your brand is a 1099 contractor or an unvetted offshore freelancer.
A Documented Process, Not Improvisation
Our S.O.L.D.™ Methodology, — Study, Organize, Launch, Direct — is the same framework we have refined across more than 1,200 client engagements. It is not a slide, it is how we actually run every account.
Proof From Real Clients
We have several examples of how our SDR services have helped our businesses below, including cybersecurity firm AgileBlue. The company needed help hitting a target of one to two qualified sales appointments a week, plus steady growth in webinar attendance. Sales Focus ran a combined LinkedIn, email, and outbound calling program. The team consistently met or exceeded the weekly appointment target and grew webinar attendance month over month. In their own words: "We saw great results in terms of the volume of interactions, leads, webinar signups, and meetings set," said AgileBlue's Director of Business Development. Below, you can read that case study, along with others.
Sales Focus met and exceeded AgileBlue’s goals by consistently setting one or more sales appointments a week and...
In one year, the campaign successfully exceeded California Cryobank’s goal of 199 total qualified donors by consistently providing...
Sales Focus’s sales agent consistently achieved Forever Oceans’s goal of sending out 20 Kanpachi samples a month to...
Sales Focus consistently achieved the goal of 9 new contracts per month through GSA Focus’s CRM and leads....
As of 2024 and after a year, the Client has increased from 1 inside sales representative to a...
For 2024, our sales agent averaged 103.8% to quota, generating more than $2.3 million for the Client. They...
Transfer Your Business Knowledge
We start by learning your business, not by handing you a template built for someone else. This phase covers discovery and kickoff, a review of your current sales and marketing assets, and your existing prospect and client data. We also align on your goals for the engagement. By the end of Study, we know your ideal customer profile and what a qualified lead actually looks like to your sales team.
Plan and Recruit
With that knowledge in hand, we build the sales plan your SDRs will run on. This phase covers recruiting reps for your specific territories and configuring the CRM and email systems they will work from. We test the outreach cadence before it goes live. We also set the service level agreement that defines what success looks like and how you will see it.
Training and Go-To-Market
Recruiting is done, so the team goes live. We train your SDRs on your product, positioning, and objection handling. Then we launch outbound activity, calls, email, and social outreach, against the plan built in Organize. We watch early pipeline data closely in this phase. We adjust fast, not at the next quarterly review.
Manage and Track Performance
Once the team is running, we monitor activity and results daily and evaluate against target. Qualified meetings hand off to your closing team with full context, so nothing gets lost between prospecting and the sales conversation. We optimize the outreach approach based on what the data shows, recruit replacements if turnover happens, and report results on a regular, agreed cadence.
An outsourced SDR’s job breaks down into a few core responsibilities:
An in-house team gives you direct day-to-day control and reps who are immersed in your culture full time. It also means you own recruiting, ramp time, management, tooling costs, and the turnover risk documented above. Building that infrastructure from zero can take months before a single meeting gets booked.
An outsourced SDR team, run correctly, gives you a group of reps who have already been recruited, trained on outbound methodology, and equipped with prospecting technology. You are buying a working system, not assembling one. The tradeoff is that you are sharing operational control with a partner. That is why choosing the right one matters more than almost any other decision in this process.
Not every outsourcing firm operates the same way, and the differences matter. Evaluate a potential partner on:
Revenue Growth & New Client Acquisition
Reduced & Controlled Cost of Sales
Speed to Market – We Launch Your Sales Program in 45 Days or Less
Brand Protection by Using Dedicated, Full-time Employees
SDR as a service means outsourcing your sales development function, prospecting, outreach, and lead qualification, to a partner. That partner recruits, trains, and manages a dedicated SDR team on your behalf. You get booked meetings without building the function from scratch.
In-house gives you direct control. It also exposes you to the numbers cited above: a 3-month average ramp time, 60% quota attainment, and 40% annual turnover, according to The Bridge Group’s 2025 research. Outsourcing shifts recruiting, training, and management to a partner who has already built that infrastructure, which is why most clients see faster time to first meetings.
At Sales Focus, we guarantee your team is live within 45 days of signing. That covers recruiting, hiring, and onboarding your dedicated SDRs against your specific target market.
No. We have run outsourced SDR programs for startups raising their first round of funding and for Fortune 500 companies entering new markets. The model scales to the size of the target list and the number of reps required, not the size of your company.
Yes, if the provider staffs correctly. At Sales Focus, every SDR is a W-2 employee who passes a background check and drug test before working your accounts. Reps are trained on your product, positioning, and messaging before making a single call.
Results vary by industry and target list quality, but they should be measurable within weeks, not months. When AgileBlue needed one to two qualified appointments a week, Sales Focus hit and held that target while growing webinar attendance month over month. Ask any provider you evaluate for a specific, similar example before you sign.
Weigh industry experience, employment model, technology, communication cadence, launch timeline, pricing transparency, and data security together. No single factor should decide it on its own.
Reviewed by Tony Horwath, Founder, President & CEO, Sales Focus Inc. Tony pioneered the sales outsourcing industry in 1997 and founded Sales Focus in 1998. He has spent more than 25 years building sales organizations for startups and Fortune 500 companies, and has been featured in industry press for his work on sales team design and management.
Sales Focus developed a tactical go-to-market plan that allowed TXU to quickly establish a presence in a newly targeted middle- market geography. They incorporated their processes and management tools into our organizational requirements that made the launch very successful. Time to market and scalability were essential to our success and Sales Focus delivered what they promised. Our Partnership with Sales Focus continues to expand.
TXU Energy
With Sales Focus Inc. we were able to quickly develop our organization and have the sales team quickly on the street with their efforts immediately focused on generating revenue. Sales Focus was able to analyze our market and direct our sales efforts towards the most lucrative opportunities. Knowledge, process and focus were brought into our business from the very beginning of our engagement.
iJet Travel Intelligence (now WorldAware)
Sales Focus was able to quickly identify our needs and launch a sales team within 30 days to achieve our requirements. They incorporated their management program into our systems and delivered the results. Sales Focus brought the professional management and sales experience we needed.
Sprint (now T-Mobile)
I appreciate all the hard work the Sales Focus team put into our partnership, particularly Kristina and Josh. We saw great results in terms of the volume of interactions, leads, webinar signups, and meetings set. I think there was a difficulty in setting meetings with the best individuals who were specifically interested in our platform, but that's a battle that everyone fights. We are moving on from our existing partnership because we're bringing these operations in-house moving forward, but we will keep Sales Focus in mind if our needs change.
AgileBlue
Sales Focus’s vast network of contacts, seasoned sales force, and broad experience in the industry made them the natural choice to provide representation throughout North America.
Bermuda Department of Tourism
