Workwize: Building a Predictable Outbound Engine to Reduce Inbound Dependency
Client: Workwize
Industry: SaaS (IT Asset Lifecycle Management)
Role Interviewed: Victor Dik, Co-founder & Chief Commercial Officer
The Challenge
Workwize was growing quickly, driven primarily by inbound demand. While this fueled early momentum, it also created risk. Pipeline generation was heavily dependent on marketing performance, and previous attempts to build an outbound motion had failed to produce consistent results.
The leadership team wanted to create a more balanced and predictable growth model by building a scalable outbound engine across both EMEA and the U.S.
“We were growing fast on inbound but couldn’t get outbound working. We needed outside experience to help us set it up properly.”
The Objective
Workwize engaged Tom to help:
- Build a repeatable outbound motion alongside inbound
- Improve onboarding and enablement for BDRs and AEs
- Increase consistency in pipeline generation
- Reduce reliance on inbound demand
- Create a structured playbook the team could execute
The Approach
Tom worked directly with Victor and the commercial leadership team to diagnose the outbound gaps and implement a focused execution plan.
Key areas of focus included:
Outbound System Design
- Defined ICP-driven targeting and messaging
- Established outreach structure and performance metrics
- Built processes to drive consistent activity and pipeline creation
Sales Enablement + Onboarding
- Introduced structured onboarding for both BDRs and AEs
- Delivered hands-on training and coaching sessions
- Simplified and operationalized the sales playbook
Execution Discipline
- Created accountability around outbound metrics
- Helped leadership track performance and identify improvement areas
- Reinforced behavior change through ongoing coaching
“From the first conversation, we had clarity — a focused scope, a timeline, and an implementation plan we could actually execute.”
The Results
Within the engagement period, Workwize began generating measurable pipeline from outbound efforts.
Key outcomes included:
- Outbound-sourced deals entering the pipeline
- Stronger consistency in discovery meeting generation
- Shift from 80–90% inbound reliance to roughly a 60/40 inbound-outbound mix
- Ability to maintain pipeline during slower inbound periods
“Outbound is now generating real deals — not just activity. That balance is critical for us.”
The impact was also visible in individual rep performance. New hires ramped faster and began booking meetings early in their tenure.
“We had an AE with no prior sales experience booking meetings by week two. That was a clear signal things were changing.”
Leadership Impact
The engagement reduced pressure on the commercial leadership team by introducing structure, accountability, and predictable execution.
“The stress of needing outbound to work disappeared once there was clarity on what to do and when results would follow.”
Victor also noted broader commercial value beyond outbound execution.
“It wasn’t just about BDR performance. The collaboration helped us think differently about growth across the commercial organization.”
The Bottom Line
By building a structured outbound system and reinforcing execution discipline, Workwize created a more balanced pipeline model and a stronger foundation for scaling revenue.
“Companies that are highly dependent on inbound but want to grow faster will benefit immediately.”
