How To Move Your SDR Team From Spray-and-Pray To Strategic Outreach (When Reps Resist It)

​Luciana has previously led an SDR Leaders masterclass and brings hands-on experience transforming outbound motions in high-expectation environments.

​In her current role, phone-led outbound is the primary channel, and the team historically relied on high-volume, low-personalisation “spray and pray” tactics — even while targeting enterprise accounts.

​Since joining in October, Luciana has led a significant shift toward a more strategic, personalised outbound approach. This included retraining reps, changing mental models, and driving adoption against internal resistance — resulting in higher-quality pipeline and improved conversion, not just more meetings booked.

​This session focuses on how that change was actually driven, not just why spray-and-pray is broken.