Building outbound is one of the biggest decisions a growing sales team makes. There's no universal answer — but there are clear signals for each model.
When building in-house makes sense
- You sell a complex product that takes months to learn
- You have a sales leader with time to recruit, coach and manage SDRs
- You plan to grow SDRs into account executives inside the company
When an agency makes sense
- You need meetings this quarter, not after a hiring and ramp-up cycle
- You're entering a new market or language — Québec, France or Belgium — without local reps
- You want to test outbound before committing to permanent headcount
- You'd rather your managers focus on closing than on running a call floor
The costs people forget
An in-house SDR isn't just a salary. Recruiting, onboarding, tools, data, management time and turnover all add up — and the first months are mostly ramp-up.
A hybrid often works best
Many of our clients start with an agency to prove the channel and build the playbook, then bring part of the function in-house once they know what works. Others keep the agency for new markets and languages while their own team covers the core.
Questions to ask any agency
- Who exactly will be calling on our behalf, and in which languages?
- How do you qualify a meeting before booking it?
- Will we own the data, the sequences and the CRM history?
- What do you report, and how often?
The right model is the one that gets you qualified conversations soonest — and keeps the learning in your company.
Want an honest view on your situation? Book a discovery session.
Written by
Pratura team
Our SDR, customer experience and RevOps teams share what works on the floor — in Canada, France, Belgium and beyond.
Want help putting this into practice?
Book a strategy call
