Sales Operations: Reps, Daily Rhythm, Comms Plan
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The Math
Target market: ~1,200 NZ accounting firms (2-15 staff)
Xero engaged 100% of 2,000 firms in Year 1 using telemarketers + events + founder-led sales.
For Litebooks Year 1:
| Scenario | Reps | Why |
|---|---|---|
| Founder only | 1 | Cheapest. Founder does 10-20 quality outreaches/week. ~500/year. |
| Founder + 1 SDR | 2 | SDR does research + booking. Founder does calls + demos. 2x output. |
| Founder + 2 SDRs | 3 | Cover all 1,200 firms in 6-8 months. Aggressive but doable. |
Realistic for Month 1-6: Founder + 1 SDR
Scale to if working: Founder + 2 SDRs by Month 6
Average Day: Founder (Sales Mode)
| Time | Activity |
|---|---|
| 7:30-8:30 | Research block. Companies Office lookups. Build target list for the day. |
| 8:30-9:00 | Review overnight replies. Respond to warm leads first. |
| 9:00-10:30 | Outbound block 1. 5 hyper-personalised emails. Phone follow-ups on Day 3-7 prospects. |
| 10:30-11:00 | Coffee. LinkedIn engagement (comment on accountant posts, not pitching). |
| 11:00-12:00 | Discovery calls. Book 2-3 per day in this slot. |
| 12:00-1:00 | Lunch. |
| 1:00-2:30 | Demos. 1-2 per day max. Use real entity data. |
| 2:30-3:00 | Demo follow-up. Send recording, pilot invite, answer questions. |
| 3:00-4:00 | Outbound block 2. 5 more hyper-personalised emails. |
| 4:00-4:30 | CRM admin. Update pipeline. Log notes. |
| 4:30-5:00 | Prep for tomorrow. Queue up research for AM block. |
Daily Output:
- 10 hyper-personalised emails
- 5-10 phone follow-ups
- 2-3 discovery calls
- 1-2 demos
Weekly Output:
- 50 new outreaches
- 10-15 calls booked
- 5-8 demos
- 2-4 pilots started
Average Day: SDR (If You Hire One)
| Time | Activity |
|---|---|
| 8:00-10:00 | Research block. Companies Office. Build profiles. Count entities. Find specialty. |
| 10:00-12:00 | Draft emails. Write personalised outreach for founder to review/send. |
| 12:00-1:00 | Lunch. |
| 1:00-3:00 | Phone block. Call Day 3-7 prospects. Goal: book discovery calls for founder. |
| 3:00-4:00 | LinkedIn. Connection requests. Engage with accountant content. |
| 4:00-5:00 | Admin. Update CRM. Prep tomorrow's call list. |
SDR Daily Output:
- 10-15 researched profiles
- 10-15 drafted emails
- 20-30 phone attempts
- 3-5 calls booked
Comms Plan: The Sequence
Week 1-2: Target List Build
Before any outreach, build the list:
- Companies Office: Find accountants with 20+ entities
- Google Maps: Accounting firms in each region
- CA ANZ directory: Cross-reference
- LinkedIn: Find decision makers (partners, directors)
Output: 200 qualified targets with research done
The Outreach Sequence (Per Prospect)
| Day | Channel | Action |
|---|---|---|
| 1 | Hyper-personalised email. "Your 47 trusts..." | |
| 3 | Connection request with note referencing email | |
| 5 | Follow-up with value add (cost breakdown, case study) | |
| 7 | Phone | Call. "Hi, I sent you a couple of emails about..." |
| 7 | If no answer, breakup email. "Last note from me..." | |
| 14 | (If opened but no reply) One more value add. Then stop. |
If they reply at any point: Break sequence, go to discovery call.
Weekly Comms Rhythm
| Day | Focus |
|---|---|
| Monday | New outreach. Send 15-20 fresh emails. |
| Tuesday | LinkedIn block. Connections + engagement. Phone follow-ups. |
| Wednesday | Discovery calls (AM). Demos (PM). |
| Thursday | Phone block. Call everyone from Monday who hasn't replied. Breakup emails. |
| Friday | Demos. Pilot onboarding. Pipeline review. Prep next week's targets. |
Monthly Comms Rhythm
| Week | Focus |
|---|---|
| Week 1 | New region/segment push. Fresh list of 50 targets. |
| Week 2 | Follow-up on Week 1. Phone block. Book demos. |
| Week 3 | Demos + pilots. New outreach to next 50. |
| Week 4 | Close pilots. Review what's working. Adjust messaging. |
Content Calendar (Supporting Comms)
Not ads. Useful content that gives you a reason to reach out.
| Week | Content | Use in Outreach |
|---|---|---|
| 1 | "What spreadsheet trust accounts actually cost" (breakdown) | Attach in follow-up email |
| 3 | LinkedIn post: "Talked to 20 accountants this month. The #1 complaint..." | Engagement bait. Reference in emails. |
| 5 | Case study: "How [Firm] cut 15 hours/week" | Attach in cold email. Proof. |
| 7 | Short Loom: "30-second look at trust account workflow" | Include in email. Low commitment ask. |
Referral Comms (After First 5 Customers)
Every pilot that converts:
| Timing | Action |
|---|---|
| Day 30 (post-conversion) | "How's it going? Any feedback?" |
| Day 45 | "Know anyone else with lots of trusts? Happy to give them same deal." |
| Day 60 | "Would you be open to a quick case study? 15 mins, I'll write it up." |
| Ongoing | Add to quarterly email. Share new features. Ask for referrals again. |
Numbers Check
Founder + 1 SDR, Month 1-6:
| Metric | Weekly | Monthly | 6 Months |
|---|---|---|---|
| Outreaches | 50 | 200 | 1,200 |
| Replies (15%) | 7 | 30 | 180 |
| Discovery calls (60%) | 4 | 18 | 108 |
| Demos (70%) | 3 | 12 | 72 |
| Pilots (50%) | 1.5 | 6 | 36 |
| Paid (50%) | 0.75 | 3 | 18 |
18 paying firms in 6 months. Ahead of the 15-firm target.